Jumeirah Asora Bay

Jumeirah Asora Bay will bring 103 rooms and suites plus 20 private villas to Dubai's La Mer South peninsula, developed with Meraas Holding and targeted for 2029. Announced alongside the larger Jumeirah Marsa Al Arab project, it is pitched as a quieter, boutique counterpart within the brand's Mission 2030 expansion.

The place

La Mer South peninsula, Dubai, alongside a separate collection of Jumeirah-branded residences developed by Meraas.

The concept

Jumeirah Asora Bay is a boutique hotel and residences project on the La Mer South peninsula, developed with Meraas Holding and announced in April 2025 as one of three new Jumeirah developments unveiled that year, alongside Jumeirah Marsa Al Arab. The hotel itself comprises 103 rooms and suites plus 20 private villas, positioned as a quieter, more understated counterpart to Marsa Al Arab's grander scale. A separate collection of 29 ultra-premium Jumeirah-branded residences — apartments, a seven-bedroom penthouse and oceanfront villas — shares the site but is sold independently of the hotel. Jumeirah frames the project as part of its 'Mission 2030' strategy to double its portfolio and strengthen its home market of Dubai.

Dining & wellness

NC — restaurant and spa concepts have not yet been announced.