RIYADH: The Public Investment Fund-backed hospitality business Adeera and the city’s developer have formed a new strategic collaboration that will see the introduction of Saudi-grown hotel brands across Qiddiya City. Adeera, which was established in December 2024 to create and oversee a portfolio of domestic hotel brands, has reached a new milestone with the deal with Qiddiya Investment Co., another PIF entity.
According to a press statement, Adeera will run a number of hotels at the Qiddiya giga-project as part of the agreement, including the mid-market concept Noor, the five-star lifestyle offering Sama, and the Saudi luxury brand Alia. This action is in line with Saudi Vision 2030, which aims to establish tourism and hospitality as a major economic diversification pillar. It also supports PIF’s efforts to construct a complete tourist infrastructure in Qiddiya City, which aspires to draw millions of worldwide visitors with world-class sites such as Six Flags Qiddiya and Aquarabia, the region’s largest water park.
“This partnership reflects Qiddiya’s commitment to delivering exceptional experiences rooted in excellence, quality, and Saudi identity,” stated Abdullah Al-Dawood, managing director of Qiddiya Investment Co. In order to realize our hospitality goal, Adeera provides the depth, preparedness, and Saudi-rooted identity required, he continued. We are using a national champion that was created specifically to provide large-scale, genuine Saudi hospitality.
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