Umm Al Qura for Development and Construction, the company behind the Masar Destination project in Makkah, has announced a new five-year strategy and secured development rights to a 1.2 million square metre site adjacent to its flagship development. The announcement, made on Tuesday, marks what the company described as a shift from operating a single project to running a multi-destination urban development platform across the western region.
The Saudi-listed developer said its 2026-2030 plan will extend its footprint across Makkah, Madinah and Jeddah, three cities tied closely to the Hajj and Umrah pilgrimage economy.
The New Masar Gardens Development
The newly awarded site will be developed under the name Masar Gardens and will encompass the Hindawiya West and Hindawiya South plots, located next to the existing Masar Destination. According to the company, the project was awarded to a consortium of Umm Al Qura, Makkah Construction and Development Company, and Rajhi United Real Estate Company.
By extending the Masar name to a neighbouring precinct rather than launching a separate brand, the company signalled that its growth would begin by deepening its presence around its core asset in Makkah before expanding to other cities. The company reaffirmed that Masar Destination would remain the central cornerstone of its portfolio, with approved extensions continuing alongside new initiatives.
A Platform Operating Model
The strategy adopts what the company called a flexible operating model, allowing it to act either as a master developer or as a partner and development manager depending on each project. Under this approach, Umm Al Qura aims to manage a development pipeline targeted at more than SAR 50 billion while committing SAR 3 to 5 billion of its own incremental capital over the strategy period, relying on co-investors and consortium partners to carry much of the project-level financing.
"The launch of our new strategy represents a pivotal turning point," said Yasser Abdulaziz Abuateek, the company's chief executive, "as we move from a phase of capability building to one of considered expansion." He framed the plan as one focused on selective growth within a geographically coherent footprint rather than maximising the number of projects.
Tied to the Pilgrimage Economy and Vision 2030
The company reported strong financial performance heading into the new cycle, citing compound annual revenue growth of more than 60 percent and net profit growth exceeding 45 percent over the five years to 2026. It said it generated over SAR 2 billion in operating cash flow in its most recent fiscal year and attracted approximately SAR 40 billion in total development investment to Masar Destination, alongside more than 30 strategic partnerships.
The developer linked the strategy explicitly to Saudi Arabia's Vision 2030 goals, including enhancing quality of life, stimulating investment and strengthening economic integration. Makkah, Madinah and Jeddah together form a demand base underpinned by the steady flow of pilgrims and by sustained public investment, which the company described as a concentration of competitive advantage rather than a limitation.
What It Means for Pilgrims and Visitors
For pilgrims, large developments near the Grand Mosque shape the supply of accommodation, services and walking routes during Hajj and Umrah seasons. Masar Destination already sits along a key corridor leading toward the Haram. The company did not provide a timeline for when destinations beyond Masar Gardens would be announced or begin construction, describing its approach as planned and selective. Pilgrims booking future trips should continue to confirm hotel locations, distances to the Grand Mosque and transport options directly through licensed providers and the official Nusuk platform, as construction activity in central Makkah can affect access and pricing.