The newness and constantly changing landscape of Dubai can be overwhelming. We asked Jumeirah Marsa Al Arab’s Sam Wilcox to reveal some of his favorites in the Pearl of the Gulf.

The billowing silhouette of the towering Jumeirah Burj Al Arab, which stands at 321 meters, has been an icon of the Dubai skyline since its opening in 1999. This Friday, March 14, the sleek sailboat will be joined by the Jumeirah Marsa Al Arab, which rises from the shoreline like a luxury superyacht and overlooks the D-Marin marina. With a private beach, 386 rooms, 12 restaurants, and four bars, the hotel will appeal to travelers who come to Dubai for sand and sun as much as it will attract urban explorers. The undulating design of the hotel is an apt metaphor for the ever-changing face of the UAE’s City of Gold; to get the most up-to-date intel on life in the desert, we spoke with Jumeirah’s Sam Wilcox, who has been based in the city since 2023 in anticipation of the imminent opening of the Marsa Al Arab.

Sam’s deep background in hospitality started in England, where he spent years in luxury hotels in Manchester and almost a decade in London. His move to Dubai to join the Jumeirah Marsa Al Arab opening team was a leap of faith, and he now loves introducing first-time visitors to his adopted city. “Everyone has a pre-conceived idea of what they think the destination will be like, and they are surprised every single time. Dubai is constantly evolving, and Jumeirah Marsa Al Arab is a perfect reflection of that—blending the city’s rich heritage with a forward-thinking ethos. Our guests will appreciate the exclusivity, the seamless service, and the sense of place they experience here,” he says.

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A Dreamy Dubai Day

Sam’s perfect day in Dubai begins with a peaceful morning stroll along Kite Beach, taking in the view of the water and the Dubai skyline. For breakfast, he’d head to the Commodore Club in Jumeirah Residences Marsa Al Arab, which will serve classics like salmon benedict, but also include fun touches (look out for the pancake cereal with berry coulis on the kids’ menu!) Dubai is all about luxury, and the refined atmosphere here sets the tone for the day to come.

Dubai is renowned for world-class shopping, so after breakfast, head downtown for some shopping at Boulevard - think Fifth Avenue in the desert, with outposts from brands like YSL, Armani, and Gucci - before heading to lunch at Souk Madinat, a 21st century interpretation of a historic Arab souk, with open air dining and stalls selling spices, textiles, and jewelry. Make sure you snag a table by the water – the architecture, while new, is a whimsical nod to the past, and the views over the canals are lots of fun, or head out along the pier to Pierchic, which is arguably the most romantic restaurant in the city and offers an expansive seafood menu.

From there, it’s a no-brainer to hop in a 15-minute cab to see the tallest building in the world – the Burj Khalifa. A symbol of the city, for first-time visitors especially, it’s an essential stop. Sam’s top tip? Visit the observation deck during mid-morning to avoid crowds and capture the best views of the city below. And as the day winds down, Sam suggests heading toward Jumeirah Beachfront for a golden hour drink. “February 30 is very photogenic, with its striped loungers and umbrellas, and Ula is also super Instagrammable, with its woven lamps and swings at the bamboo-lined bar.”

But don’t call it a night just yet – Dubai is known for its nightlife, and heading to bed early is not in the spirit of things. When Sam’s looking for an evening of “glitz and blitz,” he heads to the DIFC (Dubai International Financial Centre). Amazónico Dubai is a Latin American restaurant with dramatic décor and an equally vibrant menu, or try Carnival by Trèsind for takes on Indian classics that are ready for their closeup, and cocktails that arrive smoking, on fire, or illuminated to your table in a cross between dinner and theater. We wouldn’t expect anything less in a city where keeping things exciting is always top priority.

Hidden Gems & Must-Sees for First-Time Visitors

While Dubai’s iconic sights like the Burj Khalifa and Jumeirah Burj Al Arab should be on every first-timer's list, Sam also recommends exploring the hidden gems that make the city so unique. Alserkal Avenue, a former warehouse district, has been transformed into a vibrant cultural hub. The area is in a dynamic contrast to Dubai’s glitzy skyscrapers, and art lovers will appreciate the galleries, coffee shops, and regular exhibitions and workshops that are housed in repurposed industrial buildings.

For those seeking a more local Dubai experience, Sam suggests visiting Al Seef, an area that blends the old and the new. Located in the heart of Dubai’s historic district, it offers visitors a glimpse into the city's rich cultural past, while providing modern shopping and dining experiences.

More of Sam’s Local Favorites

Cultural & Historical Attractions

Museum of the Future – A stunning architectural marvel showcasing Dubai’s vision for the future, with immersive exhibits on innovation and technology.

Leila Heller Gallery – The largest contemporary art gallery in the UAE, Leila Heller promotes emerging and mid-career contemporary artists from the Middle East, Central Asia, and Southeast Asia.

Parks & Outdoor Spaces

Safa Park – A peaceful green oasis in the city, ideal for picnics, outdoor sports, and leisurely strolls along the Dubai canal.

Dining (Local Cuisine)

Al Fanar – With several branches throughout the city, Al Fanar pays homage to the Dubai of yesteryear. Don’t miss the Machboos, a traditional Emirati rice dish with chicken or lamb.

Al Khayma – A cozy and authentic restaurant in the Historical Neighborhood, serving flavorful Emirati cuisine. The ceiling is strung with lights (there’s also an air-conditioned outdoor courtyard), and Emirati Khameer is being cooked in real time.

Bars and Nightlife

Honeycomb Hi Fi – Dubai’s first listening bar is part record shop, part izakaya, and part art gallery.

Bar Buci – A stylish Parisian jazz bar inspired by Saint-Germain, offering a sophisticated ambiance and classic cocktails.

Boutiques & Shopping

Kulture House – Locally owned café, concept store, and art space, with global goods inspired by the owners’ travels. Cheerful, colorful, and inspiring.

O Concept – Quirky destination for art, homewares, and fashion; fab for dining sets and caftans.

Comptoir 102 – Founded by two Parisian pals, Comptoir 102 feels like a slice of LA in Dubai. Come in search of green juice or a vintage dining set.

Industry Insider: Diving into Dubai with Jumeirah Marsa Al Arab’s Sam Wilcox

The newness and constantly changing landscape of Dubai can be overwhelming. We asked Jumeirah Marsa Al Arab’s Sam Wilcox to reveal some of his favorites in the Pearl of the Gulf.