Serena Villas, Dubailand
Serena is a freehold townhouse and villa community in Wadi Al Safa 7, part of Dubailand, developed by Dubai Properties Group, part of Dubai Holding. Announced in September 2018 as an 8.2 million square foot master-development, its Spanish and Portuguese-inspired first phase, Bella Casa, sold out on its opening day of sales. Royale Stays manages the setup, pricing and guest side of listing a townhouse or villa here for a fee starting from 15%.
Developer
Dubai Properties Group (Dubai Holding)
Location
Wadi Al Safa 7, Dubailand
Launched
September 2018 (Bella Casa, Phase 1)
Phases
3 delivered: Bella Casa, Casa Dora, Casa Viva
Homes
~1,500 (~4,300 residents)
Unit types
2-4 bed townhouses, 3-bed semi-detached villas
About the Community
Serena is a freehold townhouse and villa community in Wadi Al Safa 7, part of the wider Dubailand district in Dubai. It was developed by Dubai Properties Group, part of Dubai Holding, and announced in September 2018 as an 8.2 million square foot master-development. The 2018 launch plan described five phases in total; the community as delivered and now managed by Dubai Holding Community Management comprises three named phases, Bella Casa, Casa Dora and Casa Viva, totalling roughly 1,500 homes and an estimated 4,300 residents.
Homes are two, three and four-bedroom townhouses plus three-bedroom semi-detached villas, arranged in clusters of four to six units around shared courtyards, in a vintage Spanish and Portuguese architectural style. Serena was positioned by its developer as an affordable-housing community, distinct from other Dubai Properties communities of a similar Mediterranean look such as Mudon and Al Waha, and unrelated to Serena Residence, a separate five-storey apartment building in Jumeirah Village Circle developed by a different company.
Location & Nearby Landmarks
Serena sits inside Wadi Al Safa 7 with direct access to both Emirates Road (E611) and Academic City Road, putting Dubai International Academic City, shopping and schools within easy reach without routing through central Dubai. There is no Dubai Metro station in the immediate area, residents rely on private transport, consistent with the rest of this stretch of Dubailand. The Spanish Plaza retail strip sits at the point where Serena meets Emirates Road, with roughly 100,000 square feet of additional retail and dining space leased across the community, anchored by a Geant Express supermarket.
Dubai Properties' own Layan and Al Waha communities sit in Serena's immediate vicinity, and nearby schools and nurseries, including Fairgreen International School in The Sustainable City and nursery and primary facilities in Arabian Ranches 2 and Mudon, are all within roughly one to two kilometres. For the wider Dubailand villa-community picture, see Royale Stays' Al Waha, Dubailand guide, a directly bordering Dubai Properties community.
Unit Types & Phases
Serena's roughly 1,500 homes span two, three and four-bedroom townhouses and three-bedroom semi-detached villas, arranged across the community's three delivered phases. Bella Casa, the first phase released in September 2018, led with two and three-bedroom townhouses and three-bedroom semi-detached villas, Casa Dora and Casa Viva followed with a broader size range, and Casa Viva units on the resale market today run from roughly 1,850 to 3,000 square feet of saleable area. Homes are arranged in clusters of four to six units sharing a private courtyard, a layout consistent across all three phases.
Amenities
Community amenities include swimming pools, outdoor gyms, sports courts, basketball and tennis courts, children's play areas, landscaped parks and mosques, per Dubai Holding Community Management's own facilities listing. The Spanish Plaza retail strip adds a Geant Express supermarket plus additional dining and retail space, and residents share access to nearby healthcare and fitness facilities across the wider Dubailand area.
Transportation & Access
Serena has direct road access to Emirates Road (E611) and Academic City Road, putting Al Maktoum International Airport within a short drive and Dubai International Academic City, Dubai Silicon Oasis and central Dubai reachable without doubling back through other communities. There is no Metro station within the community, a car is the practical way to get around, the same pattern as neighbouring Al Waha, Mudon and the wider Dubailand villa belt.
Rental & Price Trends
Serena has an active resale and rental market: Dubai Land Department transaction records through 2026 show ongoing villa and townhouse sales across both the Bella Casa and Casa Viva phases, with per-square-foot prices varying by unit size and phase, current listing-level pricing and yield figures are not restated here as single verified numbers to avoid staleness. As an affordable-housing-positioned townhouse and villa community rather than a short-term-rental-dense apartment cluster, owners should expect a smaller comparable-listing pool than in apartment-heavy areas like Dubai Marina or Downtown Dubai. Owners weighing a Serena property against a standard long-term Ejari tenancy can model both scenarios with Royale Stays' Dubai property ROI calculator.
Airbnb / Short-Term Rental Income Potential
Short-term letting anywhere in Dubai, including a Serena townhouse or villa, requires a DTCM holiday home permit. As a freehold community developed by Dubai Properties Group, a mainstream residential master developer and not a hotel or serviced-apartment operator, the permit is applied for directly, the same routing that applies at Mudon, Al Waha, Arabian Ranches and Victory Heights.
Royale Stays does not currently manage a property in Serena. The company's real Dubai villa short-term rental track record comes from a managed villa in nearby MAG City, part of the MBR City masterplan, plus villas in DAMAC Hills and DAMAC Hills 2, and the company covers several other Dubai Properties-developed and neighbouring Dubailand villa communities in detail, including Mudon Villas and Al Waha. Royale Stays' Airbnb management services, furnishing, photography, dynamic pricing, guest communications, check-in and maintenance coordination, are available from a management fee starting at 15%. Owners ready to move forward can submit their property for a free assessment.
Income data reflects Royale Stays' own managed MAG City villa, a separate MBR City property, Hospitable-verified for December 2025 to April 2026, reviewed by Chris Veinbaums, DTCM-licensed operator. Serena-specific performance data is not available.
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