DUBAI: Dubai’s unmatched global brand strength will play a decisive role in supporting the emirate’s real estate market through 2026 and 2027, according to new insights released on Sunday by Juwai IQI Co-Founder and Group CEO, Kashif Ansari.

“Dubai’s brand is stronger than any other global city,” said  Ansari. “It is a name that commands trust, aspiration, and a willingness to pay a premium — not only in property, but across industries.” He pointed to a striking consumer example. “Chocolate is already a rich and increasingly expensive treat, but it turns out chocolate becomes even more desirable when you add Dubai’s name to it. ‘Dubai Chocolate’ now sells for as much as $142 per kilo in Berlin, while leading Swiss brand Lindt sells Dubai chocolate for nearly $99 per kilo. If a brand can elevate chocolate, imagine what it can do for real estate.” According to  Ansari, Dubai consistently dominates global reputation and brand rankings. “Brand Finance data shows Dubai has the highest reputation score of any city in the world. The UAE’s nation brand is valued at $1.223 trillion, and Dubai contributes significantly to that figure. This brand value is not abstract — it translates directly into economic performance.” Dubai’s brand is built on perceptions of luxury, safety, opportunity, global connectivity, and future orientation. “These perceptions reduce buyer risk, widen the pool of international investors, and increase willingness to pay,”  Ansari explained. “The result is higher prices, faster transactions, and deep foreign demand. Today, foreign nationals account for approximately 43% of Dubai’s residential property value.” Looking ahead, Mr. Ansari said Dubai’s property outlook remains positive despite earlier concerns about oversupply. “The oversupply fears seen in early 2025 have proven overblown. Strong population growth is absorbing new housing, and developers are adjusting project timelines where needed.” Recent data supports this view. “S&P Global Ratings reported that off-plan sales rose 39% year-on-year to September 2025, with prices per square foot increasing by 5%. That is a clear signal of market resilience.” Ansari expects growth to be supported by population increases of up to 4% annually, limited villa supply, delivery delays on select projects, and a tourism boost from Ras Al Khaimah’s Wynn Al Marjan Island resort opening in 2027.

“Dubai’s off-plan market has been a standout performer,” he added. “A weaker US dollar, flexible payment plans, and the rise of luxury branded developments such as Baccarat, Bugatti, and Six Senses Residences are attracting global high-net-worth buyers.”