The Quayside scheme would transform the waterfront site with outlet retail, leisure, a hotel, homes and new public spaces.

Willmott Dixon is working with Great Yarmouth Borough Council and Rioja Estates on the long-running regeneration plan.

The council has assembled the land and secured £20m from the Government’s Levelling Up Fund.

At the heart of the scheme will be an open air outlet village with around 70 premium and high street brands.

A separate leisure quarter will include a cinema, family entertainment, competitive socialising, coworking space and food and drink outlets.

Plans also include a 120-bedroom hotel overlooking The Conge, up to 60 new homes and a multi-storey car park with up to 915 spaces.

Matthew Knight, national head of development (investment) at Willmott Dixon Developments, said: “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.”

The project also includes flood resilience measures, sustainable drainage, green roofs and biodiversity improvements.

Grade II listed buildings at 80–82 North Quay will be retained and reused.

Subject to approval in early 2027, enabling works and detailed design will follow ahead of a planned 2028 construction start and opening in 2030.