The Dubai-based developer Meraas Holding has announced the launch of an own-brand hotels division.

Meraas Hotels & Resorts will introduce, operate and manage different brands of hotels, the company said.

It will integrate with businesses and destinations developed by Meraas Holding, as well as manage hotels of independent developers or owners that are looking for a hospitality partner.

“In establishing Meraas Hotels & Resorts, we aim to capitalise on our strong portfolio of projects and the positive market trends projected for the tourism sector to establish new benchmarks in the hospitality industry,” said Abdulla Al Habbai, Group Chairman of Meraas.

The company said the move is in line with its aim to contribute to the Dubai Tourism Vision, which aims to attract more than 20 million visitors to the emirate by 2020.

Meraas is behind the Bluewaters Island development off the coast of Dubai, which is being built at a cost of $1.6 billion and is set to be home to world’s largest Ferris wheel.