Inside the huge £46.7bn mega-project to host 50m tourists set to transform Saudi Arabia

Just a stone’s throw from central Riyadh, a vast new city is rising from the desert. Rooted in more than 300 years of history and envisioned for the decades ahead, Diriyah, also known as the City of Earth, is more than a mega-project. At a staggering $62.2 billion (£46.7 billion), it's one of the largest urban developments in the world, a 'giga-project' that aims to redefine cultural, residential, and commercial life in Saudi Arabia. Located just 15 minutes from the capital’s centre, Diriyah is being transformed into a cultural and lifestyle destination featuring the restored At-Turaif UNESCO site, hotels, museums, retail districts, and world-class entertainment venues.

The project covers about 5.4 square miles and is designed to accommodate 100,000 residents and up to 50 million visitors annually. It's part of the Kingdom’s Vision 2030, an initiative to diversify the economy and elevate cultural heritage as a cornerstone of national identity. Alfie Gibbs, Senior Director of Retail at Diriyah Company, told the Express that the retail offering is being designed to balance global luxury brands with local Saudi concepts, all within an architectural setting that reflects the region's Najdi heritage.

Gibbs said: "Diriyah - what we call The City of Earth - is one of the biggest urban development projects in the world and is located on the outskirts of Riyadh, a city whose population will almost double from eight million to 15 million in the coming decade."

At-Turaif in Diriyah, the birthplace of the Saudi state and a UNESCO World Heritage Site, is famed for its unique Najdi architecture, historic palaces, and stands as a powerful symbol of national pride and cultural heritage.

Gibbs told the Express: "At-Turaif in Diriyah is more than a UNESCO World Heritage Site - it’s the birthplace of the first Saudi state and a powerful symbol of national pride for tens of millions. Inspired by its rich history, we are integrating 300 years of cultural heritage into every aspect of the Diriyah design and development, including retail.

"The mudbrick walls, geometric motifs, and Najdi architecture are all to be seen in how we are designing and building our Diriyah Square retail precinct. Low-rise buildings, open air streets and traditionally designed exteriors will help create unique experiences for residents, working professionals and visitors alike when shopping in Diriyah.

"These traditional techniques and sustainable practices are being used to bring traditional authenticity to our buildings and districts, reminiscent of the souks of ancient times."

Diriyah Square, one of the development's flagship districts, will feature 400 of the city's 1,000 planned retail outlets. High end brands such as Dolce & Gabbana and Assouline have already signed on, and the recently opened Bujairi Terrace has introduced Michelin-starred dining alongside Saudi traditional cuisine.

While Riyadh's retail sector is growing quickly, Gibbs said Diriyah is taking a different approach by focusing on a pedestrian layout and a sense of place grounded in heritage.

He said: "Unlike many cities around the world, Diriyah is unashamedly focused on people rather than on vehicles, and on the preservation rather than replacement of its history and culture. The look of the retail areas will fit seamlessly into Diriyah’s original Nadji architecture, characterised by mud-brick buildings and furjat, the small rectangles, triangles and square openings that decorate them.

"Diriyah will be a human-centric development with pedestrianised boulevards, parks and a comprehensive metro system, supported by one of the world’s largest and most sophisticated underground car parks with space for 10,500 vehicles."

"Our retail outlets will feature the latest technology to provide a seamless shopping experience. We are already working with many global retail brands to design and create immersive experiences that residents and visitors, combining their story and that of Diriyah.

"While distinct from Riyadh, Diriyah is aligned and closely linked with the capital’s 2030 masterplan. One visible illustration of this will be the Sports Boulevard, a 135 km-long linear park to promote sports, fitness, and outdoor activities, which will run from Wadi Al-Sulai, east of Riyadh, to Wadi Hanifah, close to Diriyah’s historic centre."

He added: "In Saudi Arabia, as across the wider region, retail is more than just a shopping experience. Instead, it’s a shared social and cultural experience that resonates with a young, dynamic, and socially engaged population, contrasting with traditional markets like the UK, where the High Street has been in decline.

"In the Diriyah of the 21st century, shopping will become an opportunity to connect anddiscover as well as to buy, just as it was three centuries ago."

Gibbs said that UK firms are "heavily involved in the Diriyah project," with the Royal Institution of Chartered Surveyors and London Business School helping to train the Diriyah Company team, while HKS Architects is designing the 20,000-seat Diriyah Arena and Zaha Hadid Architects is creating the Misk Heritage Museum Asaan.