Arabian Adventures, the destination management arm of the Emirates Group, has confirmed a AED 8 million (US$2.2 million) investment to expand The Fort, Lisaili, a desert attraction located 45 minutes from Downtown Dubai. The project, unveiled during Arabian Travel Market in Dubai, will introduce the UAE's first dunetop desert zipline and a series of new facilities designed to strengthen Dubai's position as a hub for adventure and leisure tourism.
The Fort, which opened in November 2024, has quickly become a popular destination for desert dining, live entertainment, and outdoor activities. The expansion will be delivered in two phases, with the first scheduled to debut in January 2027. This phase will add an authentic Arabic market, exclusive VIP majlis, and dining concepts with views over the dunes. A dedicated children's play area and new event spaces will also be included, catering to families and corporate groups.
The centerpiece of phase one is a 250-metre zipline that runs along the dune tops, offering riders a unique perspective of the surrounding desert landscape. According to Arabian Adventures, the zipline is designed to appeal to both thrill-seekers and those looking for a novel way to experience the UAE's natural terrain.
Phase two: visitor centre and heritage experiences
Phase two, slated for July 2027, will introduce a new visitor centre featuring cafés, retail outlets, and prayer rooms. Elevated viewing decks and VIP lounges will provide panoramic desert views, while camel experiences and animal encounters will connect visitors to the region's heritage. These additions are intended to broaden The Fort's appeal beyond adventure activities, making it a full-day destination for international tourists and residents alike.
Sébastien Doussin, Senior Vice President at dnata Travel Group, said: "Our vision is to create a destination that is uniquely Dubai, combining adventure, dining, entertainment, and cultural experiences." He added that the investment reflects Arabian Adventures' confidence in Dubai's growing tourism sector and the increasing demand for experience-led attractions.
The announcement comes as Dubai continues to invest heavily in its tourism infrastructure, with a target of attracting 25 million overnight visitors by 2025. The expansion of The Fort aligns with this strategy, offering a new reason for travellers to extend their stay in the emirate. Similar investments are being made across the region, as seen in Central Asia's infrastructure push to capture adventurous travellers.
For travel professionals, the development signals a growing trend towards immersive, multi-activity desert experiences. Operators and agents can expect The Fort to become a key component of Dubai itineraries, particularly for groups seeking a mix of culture, dining, and adrenaline. The addition of event spaces also positions The Fort as a venue for MICE gatherings, a segment that Dubai has been actively courting.
Arabian Adventures, which has been operating in the UAE for over four decades, is leveraging its expertise in desert tourism to create a product that differentiates Dubai from other regional destinations. The company's parent, the Emirates Group, has a track record of investing in tourism infrastructure, and this project is seen as a natural extension of that strategy.
With phase one opening in just over 18 months, the company is already engaging with tour operators and travel agents to build anticipation. The zipline, in particular, is expected to be a major draw for younger travellers and adventure enthusiasts, a demographic that is increasingly influential in travel decisions.
As the travel industry continues to recover and evolve, investments like this highlight the importance of creating unique, shareable experiences. The Fort's expansion is a clear example of how destinations can leverage natural assets to attract both domestic and international visitors. For more on how operators are investing in adventure offerings, see EF Adventures' recent gear partnership and Azamara's overland tour expansion.
Arabian Adventures has not disclosed expected visitor numbers or revenue projections for the expanded The Fort, but the investment underscores the company's belief in the long-term potential of Dubai's tourism market. With the UAE's continued focus on diversifying its economy, projects like this are likely to play a key role in attracting high-spending tourists.
