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Branded residential developments in the Middle East and North Africa are now capturing a larger share of global signings, with standalone projects set to make up 45 per cent of the regional portfolio—well above the global average of 36 per cent.

Data from Global Branded Residences shows that the MENA region now accounts for 36 per cent of new global branded residence signings, outstripping traditional hubs such as North America, Europe and Asia. The region currently has 99 completed branded residences and 241 under development, representing 13 per cent of existing global supply and 25 per cent of the pipeline. The UAE leads with 201 projects, followed by Saudi Arabia and Egypt.

Dubai remains the most active city globally, with nearly 160 branded developments either completed or in the pipeline—surpassing markets like Miami, London, and New York. The breakdown in MENA shows that 31 per cent of completed branded residences are standalone, while 51 per cent of the pipeline comprises standalone projects. This shift indicates broader confidence among developers in models unlinked to hotel operations.

Fashion and lifestyle brands are playing an increasingly prominent role in driving the shift away from purely hospitality-anchored residences. In MENA, fashion labels account for 51 per cent of non-hotel branded projects—nearly double the global average of 26 per cent. Non-hotel brands now represent 30 per cent of the regional pipeline, up from 24 per cent among completed schemes. In effect, branded residences in the region are diversifying beyond hotels into lifestyle, design and luxury branding.

Fairmont is poised to be the largest operator in the region, with 19 schemes across completed and pipeline stages. New entrants include jewellery brand De Grisogono and hospitality/lifestyle brand Nobu.

Globally, the branded residences sector has expanded rapidly over the past decade. The total number of schemes globally stands at 1,746—779 completed and 967 under development. Across this global portfolio, hotel brands still dominate, accounting for 79 per cent of projects. However, standalone branded residences—those without hotel attachments—are projected to rise from about 8 per cent of the world’s projects to 12 per cent over time.

Broadly, the market is seeing several converging trends. Buyers are increasingly willing to pay a premium—often 20 to 35 per cent or more—for branded units over comparable non-branded luxury real estate, citing consistency of design, service, and long-term resale value. Developers, in turn, see branding as a differentiator that supports stronger pricing, absorption rates and margins. In fast-growing wealth markets, branding provides credibility and global marketing reach.

Asia Pacific has also moved into the spotlight. GBR has formally launched operations in APAC, targeting markets such as Thailand, Vietnam, India, Malaysia and emerging resort destinations. The firm forecasts that branded development projects in APAC may more than double, with the region evolving into one of luxury real estate’s fastest growing markets.

Nevertheless, challenges remain. Aligning brand partnerships with regional regulatory, legal and operational frameworks is complex. Delivering consistent service quality over time, especially in newer locations with less mature hospitality infrastructure, is no small task. In denser branded markets, developers must differentiate amenities, design and buyer experience to avoid commoditisation.

Arabian Travel Market 2025 concluded on 1 May at the Dubai World Trade Centre, drawing over 55,000 industry professionals from 166 countries—a 16% increase in attendance compared to the previous year. The event featured more than 2,600 exhibitors across 13 halls, reflecting the robust recovery and transformation of the global travel and tourism sector.

This year’s theme, “Global Travel: Developing Tomorrow’s Tourism Through Enhanced Connectivity,” underscored the pivotal role of technology and sustainability in shaping the future of travel. The Travel Tech segment experienced a 25% year-on-year growth in exhibitors, highlighting the industry’s commitment to innovation. Companies such as Amadeus, Huawei, Sabre, Expedia, Travelport, Hotelbeds, and WebBeds showcased advancements in artificial intelligence , blockchain, and augmented reality, aiming to revolutionize travel experiences.

AI’s transformative impact on aviation was a focal point, with discussions on its applications in optimizing flight routes, enhancing weather monitoring, and improving airport efficiency. Airports like London Heathrow and Gatwick have already implemented AI-powered systems for air traffic management, reducing delays and streamlining operations. Airlines such as Emirates and Etihad are leveraging AI to offer personalized services and seamless check-ins, aligning with the UAE’s commitment to integrating technology into sustainable development.

Sustainability was prominently featured, particularly the adoption of sustainable aviation fuel . The International Air Transport Association projects SAF production to reach 2.1 million tonnes by 2025, doubling from the previous year. Emirates and Etihad have begun incorporating SAF into operations on key routes, including London, Paris, and Singapore, marking significant strides toward reducing the aviation industry’s carbon footprint.

The event also highlighted the resurgence of corporate travel, with the introduction of IBTM@ATM, a specialized segment focusing on business travel. Research indicates that 40% of businesses plan to increase travel budgets in 2025, signaling a positive trend for the sector. This resurgence is expected to drive innovations in tailored travel services, expanded flight routes, and enhanced connectivity.

Asia emerged as the fastest-growing region at ATM 2025, with a projected 27% year-on-year increase in exhibitors. India’s participation surged by 41%, reflecting the country’s expanding tourism market. Countries such as Japan, Macao, the Maldives, Mauritius, South Korea, Thailand, the Philippines, China, Cambodia, Nepal, and Sri Lanka also played pivotal roles, contributing to the event’s diverse international presence.

The Middle East showcased significant growth, with a 17% increase in exhibitor participation. Saudi Arabia’s presence was notable, featuring its giga projects and prominent private sector companies. Europe maintained steady growth at 12%, while participation from Africa and the Americas remained consistent with the previous year.

ATM 2025 featured over 200 high-profile speakers across 60 conference sessions, spread across three main stages: the Global Stage, Future Stage, and the newly introduced Business Events stage. Key sessions addressed topics such as generational trends influencing hyper-personalization in luxury travel, the pervasive role of AI, and data-driven strategies for destination transformations.

Azizi Developments has officially commenced sales for Burj Azizi, poised to become the world’s second-tallest tower at 725 meters. The grand launch event took place at Dubai’s Coca-Cola Arena on February 18, 2025, attracting over 15,000 attendees, including government officials, investors, and media representatives. The evening featured a performance by American singer Jennifer Lopez.

Global sales events are scheduled for February 19, 2025, at prestigious venues worldwide, including the Conrad Hotel in Dubai, The Peninsula in Hong Kong, The Dorchester in London, JW Marriott Juhu in Mumbai, Marina Bay Sands in Singapore, Four Seasons Hotel in Sydney, and the Palace Hotel in Tokyo.

Burj Azizi, set for completion by 2028, will feature over 131 stories comprising residential, hotel, retail, and entertainment spaces. The residential section offers luxurious one-, two-, and three-bedroom apartments, with prices starting at AED 10,000 per square foot. Notably, it will be the only freehold property on Dubai’s Sheikh Zayed Road.

Amenities include wellness centers, swimming pools, saunas, cinemas, gyms, mini markets, resident lounges, and a children’s play area. The tower will also house a seven-floor vertical retail center, a luxury ballroom, a beach club, an observation deck, an adrenaline zone, and various high-end dining options.

Mr. Farhad Azizi, Group CEO of Azizi Developments, expressed pride in the project, stating, “Burj Azizi is not just a structure; it is a tribute to the emirate’s ever-growing prominence on the global stage.”

The tower is designed to set multiple records, including the highest hotel lobby on the 111th floor, the highest nightclub on the 126th floor, and the highest restaurant on the 122nd floor. A museum at the pinnacle will showcase the building’s development through multimedia exhibits.

Every 20 floors will feature dedicated amenity spaces, including swimming pools, saunas, steam rooms, fully equipped gyms, yoga centers, spas, game rooms, business centers, children’s play areas, cinemas, restaurants, coffee shops, and supermarkets.

Azizi Developments, with a portfolio of over 30,000 delivered homes, aims to redefine luxury living and architectural innovation with Burj Azizi, further enhancing Dubai’s iconic skyline.

The project represents a significant investment, with sales now open to buyers worldwide. Interested parties can attend the global sales events or visit the official website for more information.

Burj Azizi is poised to become a landmark destination, offering unparalleled luxury and contributing to Dubai’s status as a global metropolis.

The development underscores Dubai’s commitment to pushing architectural boundaries and setting new standards in luxury real estate.

As construction progresses, Burj Azizi is expected to attract significant interest from investors and residents seeking a prestigious address in one of the world’s most dynamic cities.

The tower’s strategic location on Sheikh Zayed Road offers residents and visitors easy access to Dubai’s key attractions and business districts.

With its blend of luxury, innovation, and prime location, Burj Azizi is set to become a symbol of Dubai’s ambitious vision and growth.

Abu Dhabi’s real estate sector has experienced a significant surge in foreign direct investment (FDI), with a 225% increase in the first half of 2024 compared to the same period in 2023. The emirate attracted AED 3.28 billion ($893 million) from 971 individual investors spanning 75 countries, including the United States, the United Kingdom, China, Kazakhstan, and Russia. ([adrec.gov.ae](https://adrec.gov.ae/en/News/Foreign-Direct-investments?utm_source=chatgpt.com))

This influx of foreign capital underscores the growing confidence in Abu Dhabi’s property market. The Abu Dhabi Real Estate Centre (ADREC), the regulatory body overseeing the sector, attributes this growth to strategic initiatives aimed at positioning the emirate as a premier global investment destination. Rashed Al Omaira, Acting Director General of ADREC, emphasized the emirate’s commitment to creating a business-friendly environment characterized by innovation, transparency, and efficiency. ([adrec.gov.ae](https://adrec.gov.ae/en/News/Foreign-Direct-investments?utm_source=chatgpt.com))

In the first half of 2024, the real estate market recorded 12,439 transaction activities valued at AED 36.2 billion ($9.85 billion). This includes AED 23.7 billion from 7,088 sales and purchase transactions and AED 12.5 billion from 5,351 mortgage transactions. ([adrec.gov.ae](https://adrec.gov.ae/en/News/Foreign-Direct-investments?utm_source=chatgpt.com))

The surge in FDI is part of a broader trend of international interest in Abu Dhabi’s real estate. In February 2024, Fiera Capital, a Toronto-listed fund managing $166 billion in assets, announced the opening of its first Middle East office in Abu Dhabi. The firm plans to establish an office in Saudi Arabia within the next 18 to 24 months, aiming to engage more closely with sovereign wealth funds, family offices, pension funds, and listed corporations in the region. ([Financial News London](https://www.fnlondon.com/articles/fiera-capital-plans-saudi-arabia-office-following-middle-east-foray-in-2024-ac7cc384?utm_source=chatgpt.com))

Additionally, Abu Dhabi’s Modon Holding has been active in international real estate investments. The company acquired half of Citadel’s new office tower at Broadgate in the City of London, marking a strategic entry into the London real estate market. The tower at 2 Finsbury Avenue is set to complete in 2027 and is one-third pre-let to Citadel. ([ft.com](https://www.ft.com/content/ed5b219c-e18a-4b8b-bfe8-88430f7dbd76?utm_source=chatgpt.com))

Modon Holding also expanded its portfolio by acquiring the luxury development La Zagaleta in Marbella, Spain. This acquisition includes the Majarambuz project, a 2.2 million square meter development in Sotogrande. The group plans to develop these areas while maintaining the exclusivity and legacy of the original developments. ([Cinco Días](https://cincodias.elpais.com/companias/2024-12-19/modon-holding-con-sede-en-abu-dabi-adquiere-en-marbella-la-urbanizacion-de-lujo-la-zagaleta.html?utm_source=chatgpt.com))

In Egypt, a partnership between Egypt’s Safwat Kaliouby Group (SKG) and the Emirati KSH Investment Company resulted in a 24 billion Egyptian pound ($500 million) agreement to develop a real estate project along the Nile in Cairo. The project will span 20,000 square meters and include residential and commercial towers, as well as a five-star hotel. ([reuters.com](https://www.reuters.com/markets/deals/egyptian-emirati-companies-sign-500-mln-real-estate-deal-egypt-2024-07-09/?utm_source=chatgpt.com))

These developments highlight Abu Dhabi’s growing influence in the global real estate market and its strategic efforts to attract and deploy foreign direct investment. The emirate’s focus on creating a transparent and efficient investment environment continues to position it as a preferred destination for investors worldwide.