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Multi-million pound North Quay Redevelopment

20/02/2026

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.’’