Qiddiya and Adeera partner to develop Saudi-led hospitality ecosystem in Qiddiya City

Qiddiya Investment Company has entered into a strategic agreement with Adeera Hospitality to develop and manage a portfolio of hotels within Qiddiya City, a major destination project positioned as a hub for entertainment, sports, and culture in Saudi Arabia.

The partnership aims to introduce a new, locally driven hospitality model that blends Saudi cultural identity with international service standards, supporting the goals of Saudi Vision 2030.

Creating a Saudi-Centric Hospitality Model

Under the agreement, Adeera will oversee hotel operations across Qiddiya City, delivering experiences rooted in Saudi heritage while meeting global expectations. The collaboration reflects a shift toward building a homegrown hospitality ecosystem that showcases the Kingdom’s culture at scale.

This approach is expected to redefine how hospitality is developed and delivered in emerging tourism destinations across Saudi Arabia.

Introduction of New Saudi Hospitality Brands

Adeera has unveiled three original hotel brands designed for different market segments:

• Alia – A luxury hospitality brand focused on refined, culturally inspired experiences
• Sama – A contemporary five-star lifestyle brand targeting modern travellers
• Noor – A midscale concept offering efficient, accessible accommodation

These brands aim to combine modern design with local storytelling, creating distinctive guest experiences that resonate with both domestic and international visitors.

Supporting Qiddiya City’s Tourism Vision

Qiddiya City is being developed as one of Saudi Arabia’s flagship tourism and entertainment destinations, expected to attract millions of visitors annually. The hospitality component will play a critical role in supporting this scale of tourism demand.

The destination will feature major attractions, including Six Flags Qiddiya and Aquarabia, contributing to its positioning as a leading leisure hub in the region.

Leadership Perspective

Abdullah AlDawood stated that the partnership reflects a commitment to delivering high-quality, culturally authentic hospitality experiences while leveraging national capabilities.

Stefan Leser highlighted that the collaboration supports the creation of Saudi-born brands that can compete on a global stage while representing the Kingdom’s identity.

Aligned with PIF’s Strategic Objectives

Both organisations operate under the umbrella of Saudi Arabia’s Public Investment Fund, ensuring strategic alignment in developing large-scale tourism infrastructure and strengthening the hospitality sector.

Driving the Future of Saudi Tourism

The partnership between Qiddiya and Adeera marks a significant step in building a diversified and sustainable tourism ecosystem in Saudi Arabia. By combining large-scale development with culturally driven hospitality brands, the initiative is set to contribute to the Kingdom’s emergence as a global travel destination.