Saudi Arabia’s Crown Prince, His Highness Mohammed bin Salman has announced the launch of the New Murabba Development Co., a massive project that will transform the city and offer an unparalleled blend of modernity, sustainability, and innovation. There is no doubt that this project is a great example of destination branding, as it has the potential to redefine the concept of a futuristic city and put Saudi Arabia on the map as a global tourist attraction.
One-Of-A-Kind Sustainable Living Experience
The New Murabba project is all about promoting healthy lifestyles and community activities. With green areas and walking and cycling paths, this development will prioritize sustainability and provide residents and visitors with a unique living experience. Covering an area of 19 sq. km, it will accommodate hundreds of thousands of residents in more than 104,000 residential units. And with 9,000 hotel rooms and 1.8 million sq. m of community facilities, there’s something for everyone.
An Immersive Entertainment Destination
The New Murabba project will include more than 80 entertainment and cultural venues, such as an iconic museum, a technology and design university, and a multipurpose immersive theater. The area will also feature the Mukaab, an iconic landmark that will be one of the largest built structures globally, featuring the latest innovative technologies. The Mukaab will be the world’s first immersive destination offering an experience created by digital and virtual technology with the latest holographic. The building will be a premium hospitality destination with retail, cultural, and tourist attractions, along with residential and hotel units, commercial spaces, and recreational facilities.
You can learn more about the project’s features from the project’s official website.
Contributing to the Economy
The New Murabba project is part of the Public Investment Fund’s strategy to contribute to the development of real estate projects and the local infrastructure, unlock the capabilities of promising sectors, enable the private sector, increase local content, and diversify sources of income for the Saudi economy. It is expected to add around $50 billion to the non-oil economy and create 334,000 direct and indirect jobs by 2030. The project is due to be completed in 2030 and will help position Riyadh as a global city and a hub for innovation, sustainability, and entertainment.
Future’s Bright for Saudi Arabia
The New Murabba Development Co. is a groundbreaking project that will change the face of Riyadh and provide a unique sustainable living, working, and entertainment experience. With its unprecedented scale and ambition, this project is set to become a major contributor to the local economy, creating jobs and attracting investments.
