Qiddiya Investment Company partners with Adeera Hospitality to operate Saudi-branded hotels in Qiddiya City

SAUDI ARABIA – Qiddiya Investment Company has announced a strategic partnership with Adeera Hospitality, a Saudi hospitality group established by the Public Investment Fund (PIF), to operate a portfolio of hotels across Qiddiya City.

This collaboration aims to introduce innovative hotel management models that emphasize the Saudi identity, supporting Saudi Vision 2030’s goal of diversifying the economy through tourism and hospitality.

The partnership will see Adeera manage a variety of hotels within Qiddiya, the Kingdom’s future capital of entertainment, sports, and culture.

As part of the deal, Adeera will roll out homegrown Saudi brands, including Alia, a luxury concept; Sama, a five-star contemporary lifestyle brand; and Noor, a mid-market offering focused on simplicity and efficiency.

Each brand blends modern design with deep cultural roots, inspired by words from the Saudi national anthem to reflect local values and heritage.

Qiddiya Investment Company’s Managing Director, Abdullah AlDawood, emphasized the importance of this partnership in fulfilling Qiddiya’s commitment to delivering exceptional experiences grounded in Saudi excellence and identity.

He noted, “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.”

Stefan Leser, CEO of Adeera, expressed pride in this collaboration, stating, “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.”

Qiddiya City, located about 40 minutes from Riyadh, is being developed from the ground up as a major destination focused on entertainment, sports, and culture.

The giga-project aims to attract millions of visitors annually with landmarks that include Six Flags Qiddiya and Aquarabia, the region’s largest water park.

It is expected to create over 200,000 jobs and significantly contribute to Saudi Arabia’s economy and tourism growth.

This partnership aligns with PIF’s broader strategy to establish a comprehensive tourism and hospitality infrastructure in Qiddiya and across the Kingdom.

It aims to empower local brands, nurture Saudi talent, and set new standards in operational excellence within the hospitality sector.

By blending authentic Saudi culture with contemporary hospitality, Qiddiya and Adeera are poised to redefine luxury and lifestyle experiences while driving economic diversification and supporting Vision 2030’s ambitious goals.

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