PIF-backed Adeera to manage Qiddiya City hotels in Saudi
Qiddiya Investment Company has entered into a strategic partnership with Adeera Hospitality, the Public Investment Fund's (PIF) national hospitality company, to operate a portfolio of hotels across Qiddiya City. The collaboration aims to redefine the hospitality landscape in Saudi Arabia by delivering immersive, culturally-rooted experiences that align with Vision 2030's ambitions to diversify the economy through tourism and entertainment.
Set to become the Kingdom's future capital of entertainment, sports, and culture, Qiddiya City is expected to welcome millions of visitors annually. The partnership with Adeera underscores the destination's commitment to embedding Saudi identity into every aspect of the guest journey—moving beyond conventional hospitality models.
'This partnership reflects Qiddiya's commitment to delivering exceptional experiences rooted in excellence, quality, and Saudi identity,' said Abdullah AlDawood, Managing Director of Qiddiya Investment Company. 'Adeera brings the depth, readiness, and Saudi-rooted identity needed to bring our hospitality vision to life. We are leveraging a national champion purpose-built to deliver authentic Saudi hospitality at scale.'
Adeera CEO Stefan Leser highlighted the significance of the deal, saying: 'We are honored to be part of this landmark national project. This partnership sets the tone for what Adeera was built to do—to power Saudi Arabia's ambitious hospitality pipeline with living, breathing brands that embody the hospitable Saudi culture. We are not just managing hotels; we are showcasing what Saudi hospitality means on the world stage.'
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The announcement also marks the public reveal of Adeera's distinct portfolio of Saudi-born hotel brands: Alia, an elevated Saudi luxury brand; Sama, a vibrant five-star contemporary lifestyle experience; and Noor, a mid-market concept focused on essential and efficient stays. Each brand is designed to reflect Saudi culture through modern design and global appeal, drawing inspiration from words found in the national anthem, adding cultural depth to Adeera's identity.
The partnership aligns strategically under the PIF umbrella and supports the rollout of integrated tourism infrastructure at Qiddiya City. Among the major attractions slated to open are Six Flags Qiddiya and Aquarabia, the region's largest water park, solidifying Qiddiya's positioning as a global leisure destination.
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