Great Yarmouth Borough Council, working in partnership with developer Willmott Dixon and retail outlet specialist Rioja Estates, has unveiled the emerging masterplan for the regeneration of the North Quay area of Great Yarmouth.
The multi-million-pound regeneration, led by Great Yarmouth Borough Council and supported by Levelling Up funding, will transform the 10-acre riverside site into a vibrant mixed-use quarter. The scheme will reconnect the town centre with the waterfront, create new public spaces and deliver long-term benefits for residents, visitors and local businesses.
Expected to attract up to two million visitors per year, the scheme will also provide a welcome boost to tourism and local businesses. It is expected to create up to 500 jobs during the construction phase, up to 600 permanent positions in retail, leisure and hospitality in the development itself, and up to 400 further jobs in the surrounding area once open.
At the heart of the regeneration are a major Leisure Box anchor with an Imax-ready multi-screen cinema and conferencing facility, a retail outlet centre with approximately 70 premium and high street brand stores, a 100-120 room hotel, housing, cafes, restaurants, flexible workspaces, community facilities and parking for up to 900 cars. The development also includes green riverside walks, play areas, new public squares and a cycle route that will connect North Quay with the town centre, link the railway station with the Market Place and create views over Breydon Water and the Broads.
The Leisure Box will form the dynamic heart of the North Quay regeneration, delivering a landmark destination designed to transform Great Yarmouth’s visitor experience. Anchored by an IMAX-ready multi-screen cinema and conferencing facility it will be a major family entertainment destination that also includes competitive socialising spaces. The Leisure Box, along with the retail outlet and hotel, will play a pivotal role in generating hundreds of jobs, boosting the local economy and establishing North Quay as one of the region’s most exciting leisure destinations.
The regeneration will include a reimagined gateway to Great Yarmouth from the railway station and will prioritise sustainability, biodiversity improvements and green infrastructure. It will promote walking and cycling through safe, accessible routes and high-quality green spaces, while achieving exceptional environmental performance through sustainable design and flood resilience measures developed with the Environment Agency.
The development, which will also reconnect the town centre to the river and unlock long-overlooked views, has been shaped by the council’s long-term regeneration strategy, the North Quay SPD (Supplementary Planning Document), and planning policy aspirations for the waterfront. The vision divides the site into several quarters, each of which will have its own distinct identity and purpose, as part of a fresh riverside experience.
Willmott Dixon, which was chosen as the developer for the project by Great Yarmouth Borough Council, has chosen to partner with Rioja Estates Ltd, a leading UK-based real estate development company that specialises in premium outlet destinations and has extensive expertise in retail-led regeneration. Its portfolio includes some of the most innovative designer outlet projects in the UK and internationally, and it has brought forward outlets in Bridgend, Swindon and Cannock, as well as sites in Europe including Malmö Designer Village.
Councillor Carl Smith, leader of Great Yarmouth Borough Council, said: “This incredibly exciting development will breathe new life into our town and is something we have been working towards for many years. The ambitious vision dovetails with our determination to make Great Yarmouth a thriving place to live, work and visit. It will bring hundreds of new jobs for local people and build on our reputation as a wonderful place to visit and spend time. In tandem with bold regeneration completed or underway in the Market Place, The Conge and other locations in the town, North Quay demonstrates the confidence successful businesses have in the future of our borough. Evidence shows that thriving retail and leisure outlets complement existing business and grow opportunities, and we look forward to working with local stakeholders to ensure the North Quay delivers for everyone.’’
Councillor Trevor Wainwright, leader of the Labour Group at Great Yarmouth Borough Council, said: “These plans are the result of ongoing, cross-party partnership working in the borough which is focused on ensuring we deliver a successful future for everyone in Great Yarmouth. Opening up this key gateway site will hugely enhance the town and leave us well placed to drive economic growth, boost our tourism offer and deliver vital new homes for local people.’’
Great Yarmouth MP Rupert Lowe said: ‘’This is fantastic news and strengthens Great Yarmouth’s growing reputation as a leading tourist destination. These plans will attract even more visitors, create local jobs, and boost our economy. I look forward to seeing this project progress and become a vibrant, highly desired addition to Great Yarmouth.”
Rioja Estates’ managing director, Giles Membrey, said: “North Quay represents a once-in-a-generation opportunity to transform Great Yarmouth’s waterfront into a vibrant destination that the whole community can be proud of. Our vision is to create a thriving mixed-use quarter that celebrates the town’s unique character whilst attracting new investment, new brands, new visitors and, most importantly, creating new jobs for local people. Working in partnership with developer, Willmott Dixon, and Great Yarmouth Borough Council, we are committed to delivering a scheme that boosts the local economy, creates hundreds of jobs, and sets a new benchmark for sustainable, high-quality regeneration.”
Matthew Knight, Regional Head of Land and Development at Willmott Dixon, said: North Quay represents a fantastic opportunity to deliver long-term benefits for the local community, supporting Great Yarmouth’s growth and status as a destination in Norfolk and Suffolk. As a team we’re extremely proud of what has been shaped to date and, in conjunction with Rioja Estates, we are looking forward to providing further details and welcoming comments through the consultation process, which will commence in the new year.”
The North Quay regeneration will be phased, with community consultation scheduled for early 2026 and a planning application expected in Q2 2026.
