Dubai continues to strengthen its position as a preferred destination for the world’s ultra-wealthy, with a noticeable shift taking place in its luxury and ultra-luxury property market. The emirate is no longer simply a place to acquire real estate assets and generate investment returns. For a growing number of wealthy individuals, it has become the place they choose to call home.
Dubai Sotheby’s International Realty has highlighted a clear change in buying patterns at the top end of the market. More demand is now coming from people who already live in Dubai and have established their personal and business lives in the city, alongside continued activity in major property transactions that reflects the market’s strength and its appeal to international investors.
This shift marks a new phase for Dubai’s luxury property sector. Buyers are paying closer attention to quality of life, architectural design, privacy, and the experience a home offers. Exclusive developments such as Naia Island by Shamal Holding are attracting particular interest from ultra-high-net-worth buyers looking for properties that meet their personal expectations.
Golden Visa Strengthens Dubai’s Appeal as a Permanent Home
The UAE’s Golden Visa, straightforward residency procedures, and ease of doing business have played an important role in attracting wealthy individuals from around the world. Many who initially viewed Dubai as an investment destination or a place to visit have now made it their permanent home.
This includes European families who have relocated to the emirate, international entrepreneurs who have built their businesses and lives here, and long-term residency holders for whom Dubai is no longer a second address, but their primary residence.
As these buyers settle in the city, their property preferences are changing. Some are looking to upgrade from homes they already own, while others want residences that can accommodate their family and professional needs for years to come.
The economic advantages and lifestyle benefits that originally attracted them to Dubai remain unchanged, as does their confidence in the city’s future. What has changed is the question they ask when choosing a property.
Rather than focusing primarily on the returns a home might generate, buyers are increasingly thinking about how they will live in it and whether it suits their everyday needs.
More Than 50 Ultra-Wealthy Buyers Acquire Exclusive Properties on Naia Island
Naia Island, developed by Shamal Holding, offers a clear example of this changing demand. The island has strengthened its position among Dubai’s most exclusive waterfront developments, attracting buyers interested in highly private, custom-designed residences.
Dubai Sotheby’s International Realty recorded more than AED 1 billion in property transactions on the island during the second quarter of 2026 alone. The sales involved a series of exceptional waterfront properties, supported by strong buyer confidence and the limited availability of these exclusive homes.
Chris Whitehead, Managing Partner at Dubai Sotheby’s International Realty, said: “More than 50 ultra-high-net-worth individuals have purchased our most exclusive properties on Naia Island by Shamal Holding. As their advisers, we have worked alongside them throughout the design and construction phases. These properties were extremely limited, and with only a handful of these bespoke residences remaining, they have been among our rarest offerings to date.”
He added: “Our role as the exclusive seller extends far beyond the transactions themselves. We are able to assess investment levels and project progress directly and in detail, which deepens the commitment these buyers have already demonstrated.”
The strong interest in Naia Island reflects the growing preference among ultra-wealthy buyers for homes that combine prime waterfront locations, privacy, and exclusivity. With only a small number of these properties remaining, the island also highlights the appeal of residences designed around the specific requirements of their owners.
Wealthy European Buyers Drive Demand for Ultra-Luxury Homes
The growing number of luxury property buyers who live in Dubai has brought greater attention to the finer details of residential design. The quality of finishes, choice of materials, and architectural proportions now play a much bigger role in purchasing decisions.
According to Dubai Sotheby’s International Realty, European buyers have a notable presence within the relatively small group purchasing luxury and ultra-luxury properties in Dubai. This has contributed to a growing preference for European-inspired architecture, with particular emphasis on carefully balanced proportions and refined interiors.
These buyers generally know what they want and have the flexibility to wait until they find a property that meets their expectations. As a result, quality and distinctive design have become increasingly important in setting luxury developments apart.
Regional and geopolitical conditions have also brought greater attention to the relationship between the number of ultra-high-net-worth individuals living in Dubai and the availability of premium properties.
With more options to consider, buyers are making increasingly selective decisions, placing greater importance on homes that meet their requirements rather than simply choosing from what is available.
Wellness and Privacy Are Reshaping Luxury Home Design
Luxury living in Dubai is no longer defined solely by generous floor plans and expensive finishes. For ultra-high-net-worth buyers, the everyday experience of living in a home has become just as important, particularly when it comes to comfort, privacy, and saving time.
This is reflected in rising demand for private treatment rooms, traditional hammams, and Pilates studios within ultra-luxury residences. Features that were once considered optional additions are now being incorporated into architectural plans from the earliest stages of development.
The change reflects a broader understanding of luxury among wealthy homeowners. They increasingly want residences that provide a complete environment for wellness, relaxation, and family life without compromising their privacy.
Global Jewelry Houses Choose Dubai for Luxury Residential Projects
Dubai’s ultra-luxury real estate market is also seeing greater involvement from internationally recognized designers and prestigious luxury brands. Distinctive architecture and creative vision are becoming central to the development of exclusive private residences.
One example is Aureum Estate by Jacob & Co, which Dubai Sotheby’s International Realty plans to bring to market in the fourth quarter of 2026.
The project features a private villa measuring more than 42,000 square feet. Jacob Arabo personally shaped its design direction, working alongside a team of 14 designers and eight architects.
Among the villa’s distinctive features is an onyx table in the grand hall, a piece that had previously been scheduled for auction at Sotheby’s.
Jacob & Co is not the only luxury name expanding its presence in Dubai’s residential market. Bulgari chose the emirate to introduce its first branded residences in the Middle East, while a significant concentration of Jacob & Co residential projects is located in the UAE.
Whitehead said: “This tells us something about the current demand in Dubai. A luxury jewelry house built on craftsmanship does not create homes somewhere it expects to find only admirers. It builds where it expects to find its buyers, people who want a home designed with the same level of care as the pieces they collect. Aureum is not simply a luxury jewelry house entering real estate; it reflects the type of end user we are seeing here today.”
The presence of these international brands reflects demand for thoughtfully designed properties and Dubai’s ability to attract buyers who value individuality and craftsmanship in their homes, just as they do in their luxury collections.
Dubai Strengthens Its Position as a Global Hub for Luxury Living
The decision by a growing number of ultra-high-net-worth individuals to settle in Dubai reflects the emirate’s evolution from an international property investment destination into a primary base for business, family life, and long-term residency.
The Golden Visa, ease of doing business, and wide range of exclusive residential developments have helped support this shift. At the same time, the increasingly precise expectations of resident buyers are influencing the standards of ultra-luxury home design.
Whitehead said: “The question our clients ask has changed. It is no longer about whether they will own a property in Dubai, but about how they want to live here. The resident who is settled, invested, and particular about their requirements is now setting the standards for what an ultra-luxury home should be.”
A Promising Future for Dubai’s Ultra-Luxury Property Market
These developments point to Dubai’s continued appeal among wealthy international buyers, whether they are seeking attractive investment opportunities or planning to establish a permanent home in the emirate.
The success of Naia Island in attracting ultra-high-net-worth buyers, together with the growing presence of international luxury brands and rising interest in bespoke residences, highlights the strength and diversity of Dubai’s ultra-luxury property market.
