Plans to transform an area of Great Yarmouth into an £150million ‘distinctive’ getaway destination hoped to attract millions of tourists a year have been revealed.
The plans by developers Rioja Estates and Willmott Dixon Developments aim to transform the North Quay into Quayside, a hotspot for outlet, retail leisure, hospitality and residential opportunities.
It is hoped around 70 premium and high-street brands will trade at the development’s open-air outlet village, with other big-ticket features including a food quarter and IMAX-ready cinema.
A 120-room hotel would also be built alongside up to 60 new homes and a 915-space car park.
Independent analysis by ADE Regeneration has forecast the build phase would deliver 791 gross construction job years, generating £14m in net additional Gross Value Added (GVA).
Once completed, it is expected to create approximately 1,270 on-site jobs and attract around two million additional visits to the town each year.
Giles Membrey, Managing Director of Rioja Estates, said: “We know that when you introduce a high-quality, value-led destination, which is what an outlet is, and combine it with strong leisure, overall footfall rises, dwell time increases and the wider town centre benefits.
“Evidence from outlets at Ashford, Gloucester and Portsmouth demonstrates that they act as catalysts for investment, employment and renewed confidence.
“Quayside will complement Great Yarmouth town centre and help it to thrive.”
Matthew Knight, National Head of Development (Investment) at Willmott Dixon Developments, said: “The submission of this planning application is the culmination of extensive collaboration with Great Yarmouth Borough Council, Rioja Estates, local stakeholders and the community to develop a vision for North Quay that reflects the town’s ambitions for the future.
“This is an exciting opportunity to unlock the potential of a key waterfront site, creating new jobs, homes, leisure opportunities and public spaces while strengthening connections between the town centre and waterfront.”
Grade II-listed buildings at 80-82 North Quay would be retained and repurposed for community use as part of the plans, with the development’s design drawing on the area’s industrial heritage with brick, metal and dock-influenced detailing.
The submission of the plans comes following extensive public consultations held between February and July 2026 – and as the local authority looks to adopt its new Local Plan in September.
The council has entered into a partnership with Rioja Estates and Willmott Dixon Developments, which has so far seen it lead land assembly and secure £20m from the government’s Levelling Up Fund.
Councillor Carl Smith, leader of GYBC, said: “To see the planning application submitted for Quayside in Great Yarmouth is an enormous step forward.
“Regenerating this key gateway location at North Quay will provide the biggest transformation the town has seen in decades and will deliver huge benefits for the borough and its vital tourism industry.
“The construction phase will provide hundreds of new jobs for local people and, once complete, Quayside will offer a wealth of career opportunities as well as provide an attractive addition for residents and visitors.
“There has been a huge amount of work to get to this point and we look forward to continuing to work with Rioja Estates and Willmott Dixon Developments as the project continues.”
Councillor Trevor Wainwright, leader of the Labour Group at GYBC, added: “The detailed work that has gone into this planning application means our ambitious vision for Great Yarmouth’s neglected North Quay can now be realised.
“Residents have, and will continue to have, a role in helping shape a development that delivers huge benefits for the community with new jobs and housing at a site that will be a major asset for the borough and the whole of Norfolk and beyond.
“Quayside will complement and add value for existing businesses and provide an incentive for people to spend more time in our town.’’
A decision on the planning application is expected in early 2027. If approved, work would begin on site in 2028 with an opening date in 2030.
