With its opulent hotels, astounding innovations and displays of incredible wealth, most visitors never fail to be wowed by Dubai.
But there's still an army of travellers who refuse to go near its sun-drenched shores, man-made islands and footballer wife-filled hotels.
One resort hoping to change that - and lure a new set of customers to the United Arab Emirates - is the Jumeirah Al Naseem.
The new opening, which is the youngest member of Madinat Jumeirah's hotels, is hoping to offer its guests a completely different side to the glitz and glamour more commonly associated with Dubai.
Savannah was given the chance to review Dubai’s hottest new hotel opening.
Despite the jaw-dropping view of the 'seven star' Burj Al Arab hotel you’re met with through the floor-to-ceiling lobby windows on arrival, the hotel couldn’t be more removed from its neighbour.
Those with an interest in Dubai’s heritage will love the hotel decor, which is inspired by sand dunes, blue skies, sea breeze and Dubai's heritage of pearl diving and Bedouin traditions - think crisp and calming white walls, beachy blue cushions and neutral artwork.
The hotel is low-rise and low key, which is a bold move in a city where the mantra is 'the bigger the better'. And despite having over 400 rooms, it never feels over-crowded thanks to its spacious design, extensive lush gardens and little pockets of privacy, including an adults-only pool, plush double sunbeds and hanging chairs.
Much like the rest of the hotel, the eateries are inspired by Arabic heritage. There's the Moroccan inspired Al Mandhar Lounge in the lobby, which offers the best macaroons since Laduree in Paris, Rockfish, which serves deliciously fresh seafood, and the Polynesian-inspired Sugarmash among the seven restaurants and bars.
Aside from its relaxing ambiance, location is the hotel's key selling point.
It is conveniently located along the inland waterways, meaning you can hop on a motorised boat - which certainly beats a stuffy taxi - and shop for some local produce at the bustling Souk Madinat Jumeirah.
You can also hop off and dine at any of Jumeirah’s ten restaurants or spend an indulgent afternoon in the sprawling Talise Spa.
We were told by locals that the hotel soared in popularity after Sheikh Mohammed bin Rashid Al Maktoum - the ruler of Dubai - posted a photo to his 2.3m followers enjoying an afternoon there.
Residents, who attempt to emulate the Sheikh's rockstar lifestyle, now stop by night after night hoping to rub shoulders with the man whose every restaurant or hotel recommendation is like gold dust.
If the Jumeirah Al Naseem isn't enough to tempt you to venture to Dubai then we don't know what is. And if it's good enough for the man that transformed Dubai from a desert into one of the globe's most popular tourist destinations, then it's good enough for you.