Jumeirah Group announced the appointment of Andy Nicholson as general manager and director of experience of Inside Burj Al Arab, a new butler-guided tour offering a unique glimpse into the exclusive world of the global icon.

He brings with him in-depth and well-rounded understanding of the industry, with expertise working across some of the most recognized attractions in the United Kingdom, the U.S. and the Middle East. Nicholson will help bring Inside Burj Al Arab to life as a premium experience at the “original home of luxury.”

Prior to joining Jumeirah Group, he led headline projects as exhibitions and pavilions senior manager for Expo 2020 Dubai. His track record also includes roles with major London tourist attractions, including head of visitor experience at the V&A London – the world’s leading museum of art and design – in 2019, as well as a seven-year tenure as head of visitor experience for the Warner Bros. Studio Tour, London – “The Making of Harry Potter.” Previous roles also include leading attractions such as Tower Bridge Exhibition and The Monument, as well as the iconic British Airways London Eye.