In a striking transformation of the luxury real estate sector, Dubai‘s off-plan villa sales exceeding AED 10 million have skyrocketed by a staggering 240% in just two years. This surge reflects a significant change in buyer preferences and a growing trust in the market, as shown by the latest report from Savills Middle East. The burgeoning demand for luxury properties, particularly renovated villas and branded residences, underscores Dubai’s position as a prominent player in the global luxury market.
The increase in off-plan transactions in this ultra-prime sector has soared from 952 in 2022 to a remarkable 3,223 by the conclusion of 2024. In the first half of 2025, there were already 3,731 deals in the AED 10 million-plus range—15% more than the total recorded for all of 2024. Currently, off-plan properties constitute a substantial 69% of all AED 10 million-plus transactions, marking a significant rise from where the market stood just two years prior.
Dubai’s ultra-prime market booms
“Dubai is no longer a stopover market,” stated Andrew Cummings, Head of Residential Agency at Savills Middle East. “Buyers entering the prime space today are globally mobile, long-term focused, and looking to anchor their wealth in a city that offers both quality of life and asset strength.”
Cummings further emphasized that the increase in luxury sales demonstrates “a structural shift in demand” and serves as “a testament to global capital’s attraction to Dubai real estate.”
Noteworthy off-plan developments propelling this trend include Palm Jebel Ali, District One West, and The Acres. These expansive projects, supported by esteemed developers and strategically located in highly sought-after areas, are reinforcing Dubai’s reputation as a hotspot for luxury real estate investment.
Additionally, transactions for existing villas in the AED 10 million-plus segment have remained stable, averaging around 1,500 deals annually. This consistency indicates that while resale interest persists, investor enthusiasm is steadily leaning towards newly constructed properties.
Renovated communities break price ceilings
The revitalization of older neighborhoods is particularly noteworthy. In Jumeirah Islands, only 8 properties crossed the AED 10 million threshold in 2021; by 2024, the figure skyrocketed to 89. Midway through 2025, over 90% of sales in this community were recorded above AED 10 million, with an impressive 40% surpassing the AED 20 million mark.
Remarkably, Jumeirah Islands has set new pricing precedents, outpacing those in Dubai’s traditionally elite areas, such as Emirates Hills, with transactions reaching an unprecedented AED 6,375 per square foot.
Branded residences gain global momentum
Branded residences have emerged as a formidable force in Dubai’s luxury market, contributing to around 30% of AED 10 million-plus apartment sales. According to Savills, Dubai is now the most active branded residential market globally.
High-end projects like The Lana Residences, Bvlgari Residences, and One&Only One Za’abeel are attracting significant interest, commanding prices exceeding AED 10,000 per square foot and appealing to ultra-high-net-worth individuals desiring exclusivity and exceptional design.
Savills predicts that by 2031, Dubai will account for 40% of all branded residential developments in the Middle East and Africa, highlighting its rising prominence in the international luxury real estate landscape.