Published on October 4, 2025
Relaam, the prominent property management firm formerly known as Abu Dhabi Commercial Properties (ADCP), is preparing for a major expansion in Dubai. The company, a key player in the region’s real estate market, has confirmed it will announce three new projects in Dubai before the close of 2025. This strategic move is expected to contribute significantly to the tourism and real estate sectors in Dubai and beyond.
Relaam’s CEO, Manal Fraiwa, shared that the company is in advanced talks with several Dubai clients who are eager to leverage its property management services. This marks a crucial turning point for the company, which has thus far managed a significant portfolio concentrated mainly in Abu Dhabi. “We are expanding into Dubai to enhance our service offerings and to better serve our growing client base,” said Fraiwa. The company currently oversees approximately 50,000 units across 2,000 properties, including residential and commercial spaces, and aims to broaden its reach.
As Relaam moves beyond its home base, the company’s rebrand reflects its desire to strengthen its market position and adapt to the evolving needs of real estate clients. This expansion is expected to fuel growth not only in the property management sector but also in the tourism industry, attracting more investors and tourists to the UAE’s bustling cities.
Relaam: A New Chapter in Property Management
Relaam’s transformation into a semi-government entity under Ethmar International Holding (EIH) is part of a larger vision for regional expansion. Fraiwa highlighted that the company’s primary goal is to stand out through service excellence rather than just scale. “Customer experience and service excellence are key to our future success,” Fraiwa explained. This philosophy will guide the company’s upcoming projects in Dubai and the broader GCC region.
The company’s assets are valued at about Dh30 billion, generating a strong rental revenue stream of Dh2.5 billion to Dh3 billion. By investing heavily in digital technology and customer-focused processes, Relaam is enhancing accessibility for both landlords and tenants. The firm’s ongoing digital transformation is expected to improve the user experience significantly, further supporting its expansion strategy.
The UAE’s property market has been thriving, and Relaam is capitalizing on the growing demand for high-quality residential and commercial spaces. With a focus on customer satisfaction, the company plans to introduce user-friendly solutions that allow tenants and landlords to manage their properties seamlessly. This digital push will not only streamline operations but also make the company’s services more accessible to a wider audience, including tourists seeking short-term rentals.
Expansion Plans Set to Impact GCC Markets
The company’s move into Dubai is just the beginning. Relaam is planning to expand its footprint across the Gulf Cooperation Council (GCC) countries, including Saudi Arabia, Kuwait, and potentially Oman. Fraiwa shared that the company is already in talks with potential clients in Saudi Arabia and will attend the upcoming Cityscape event in Riyadh. “We see immense potential in the Saudi market and are actively exploring opportunities there,” she said.
With an eye on regional expansion, Relaam is positioning itself as a key player in the GCC real estate and property management sector. This expansion is expected to boost the tourism and hospitality sectors in these regions, attracting more visitors and investors, and contributing to the overall economic growth of the GCC. The company’s entry into Saudi Arabia aligns with the kingdom’s Vision 2030, which aims to diversify the economy and expand its real estate and tourism sectors.
As more tourists and investors look toward the UAE and the wider GCC, the demand for quality, well-managed properties will increase, further driving up rental prices and property values. This surge in demand is likely to result in more international visitors coming to the region for both business and leisure.
Commercial Focus for Future Growth
Although residential properties currently make up 80 percent of Relaam’s portfolio, the company is pivoting towards commercial real estate and retail properties. This shift reflects the growing demand for office spaces and retail outlets, particularly as tourism continues to grow in the region. “We are excited to concentrate our efforts on the commercial and retail sectors, which are seeing significant growth,” Fraiwa noted.
This strategic move also mirrors broader trends in the UAE and GCC real estate markets, where demand for commercial and retail spaces is on the rise due to the increasing number of businesses and tourists. The introduction of new office spaces and retail developments will not only meet these demands but will also enhance the amenities available for both tourists and residents alike.
Looking Toward the Future: Relaam’s Long-Term Vision
Looking ahead, Fraiwa expresses confidence about the future of the UAE’s property market. “The market in Abu Dhabi is currently one of the best stages for real estate,” she stated. With supply struggling to meet demand, especially in prime locations, rental prices are expected to continue rising through 2030. This presents significant opportunities for both investors and property management firms like Relaam.
With an increasing number of visitors flocking to the UAE, particularly for tourism, the real estate sector needs to continue evolving. Relaam’s expansion into Dubai and the broader GCC market is set to play a crucial role in facilitating this growth, providing high-quality properties and exceptional service to meet the needs of both residents and tourists.
