Masar, An Integrated Urban Ecosystem

Four years ago, I wrote about destination-making as an approach to urban development. Years later, I explored the idea of the “final touches” phase, in which the focus shifts from building infrastructure to shaping the human experience. Today, I’m reflecting on a more evolved perspective: viewing cities as connected urban systems that function, adapt, and create value over time.

This is not presented as a theoretical vision, but as a reality affirmed by global recognition. We proudly celebrate Masar Destination’s achievement of the LEED Gold certification in the Community category, one of the world’s highest international standards for sustainability and the built environment. This recognition confirms that when a city is designed as a human-centered system, managed with environmental responsibility, and operated with efficiency, it generates real and lasting value over time.
 

At Umm Al-Qura for Development & Construction Company, we do not view Masar as merely a project to be delivered, but as a responsibility we embrace, a contribution we take pride in, and a privilege to serve in a city whose status is unmatched.
 

This approach is further reflected in Masar Destination achieving an outstanding 85% score in the Global Real Estate Sustainability Benchmark (GRESB) in its first participation, demonstrating a clear commitment to applying global best practices in governance, resource management, and maximizing social impact.
 

Taken together, these achievements stand as independent validation that “Masar” is not simply an urban
development project, but an integrated urban model, managed according to international standards and
designed to be accountable to people, the environment, and future generations—fully aligned with the
Kingdom’s vision to build more sustainable and prosperous cities.
 

For a long time, real estate development followed a simple formula: buy land, build on it, and sell. Today, that model falls short in cities where people don’t just pass through, but live and connect as part of a daily rhythm. Place is no longer merely a space; it is a system that functions, integrates, and generates lasting value.
 

When a city is designed to support human movement, the footfall economy becomes its true engine of value.

Every step, every pause, and every interaction with a place forms part of an urban language, an economy of movement that generates real demand for services and experiences, turning pedestrians into living currents that give the city its pulse.
 

As smart cities continue to evolve, places are now able to read patterns and behaviors and respond to them intelligently, while reducing environmental impact and improving the efficiency of resource use, making urban development a tool that serves people, rather than a burden on them.

Here, Masar in Makkah emerges as a living example of this transformation. Masar is neither a real estate development nor a mere concrete-and-stone road. Instead, it is an urban hub that serves millions of people who arrive in Makkah from far and wide.

Masar:

- Provides seamless access to the Haram

- Connects services, hospitality, and the overall urban experience

- Creates a safe, comfortable, pedestrian-friendly environment

- It is guided by principles of effective governance and sustainability

- Puts people first, making the place work for human needs, not the other way around

By this logic, the equation shifts away from traditional thinking: “Buy land + build + sell.” In modern thinking, the equation becomes: “Build an integrated urban system + operate it intelligently + harness data + deliver sustainable environmental and social impact.”

The essence of Masar lies not in its scale or physical boundaries, but in its purpose, serving people, creating lasting value for society and place, and supporting a just, responsible urban system that honors the spirit of Makkah while serving the Guests of the Most Merciful and its residents alike.

Yasser Abdulaziz Abuateek
Chief Executive Officer, Umm Al Qura for Development & Construction Company, the owner, operator, and
developer of Masar Destination