Jabal AlQurain Avenue launched as dynamic new hub for Saudi retail, hospitality innovation

SAUDI ARABIA – Saudi Arabia’s Diriyah Company has unveiled Jabal AlQurain Avenue, an innovative multidisciplinary incubator dedicated to nurturing Saudi and regional entrepreneurs in the retail and food & beverage sectors.

This ambitious project is designed to empower emerging and established businesses by providing flexible spaces that foster creativity and growth.

Jabal AlQurain Avenue aims to be a vibrant platform where creative Saudi entrepreneurs can develop innovative brands that resonate with Diriyah’s residents and visitors.

The avenue is an integral part of the larger Qurain Cultural District, which was announced in 2024 as a major cultural and lifestyle destination.

The new avenue offers a blend of Saudi-focused retail and F&B concepts alongside a dynamic mix of arts, retail, office spaces, and residences, encouraging a holistic urban living experience.

Jabal AlQurain Avenue will feature 56 retail outlets spanning 7,301 square meters and 15 F&B units covering 2,248 square meters, complementing Diriyah’s extensive retail footprint of over 566,000 square meters within its 14-square-kilometer master plan.

The US$1.55 billion (SAR 5.8 billion) joint venture for the Qurain Cultural District’s development was awarded to Nesma & Partners Contracting Co. and MAN Enterprise Al-Saudia, as announced during Diriyah Company’s 2024 Bashayer event.

The district will host three luxury hotels and branded residences, including the 195-room Ritz-Carlton Diriyah with 165 residences, Address Diriyah with 204 rooms and 60 serviced apartments, and the 150-room Four Seasons Diriyah.

Diriyah, also called The City of Earth, is projected to generate approximately $18.6 billion (SAR 70 billion) in GDP, create 180,000 jobs, and house around 100,000 people. It will offer modern office space for tens of thousands of professionals in the technology, media, arts, and education sectors.

The development includes fine dining, nearly 40 world-class resorts and hotels, cultural landmarks like the Royal Diriyah Opera House, a university, museums, the Diriyah Arena, and recreational venues such as the Royal Golf Club Wadi Safar and the Greg Norman-designed championship golf course.

This comprehensive masterplan cements Diriyah’s role as a thriving hospitality and cultural destination at the heart of Saudi Arabia’s Vision 2030 economic transformation.

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