Qiddiya Investment Company has entered a strategic partnership with Adeera Hospitality, the Public Investment Fund-backed operator, to manage a portfolio of hotels across Qiddiya City, according to a joint announcement on Monday.
The agreement will see Adeera oversee the development and operation of several hotel properties within Qiddiya City, a flagship PIF-backed destination focused on entertainment, sports, and culture. The project forms part of Saudi Arabia’s broader Vision 2030 plan to expand the non-oil economy through tourism and infrastructure investment.
Adeera, launched by PIF earlier this year, also revealed its portfolio of hotel brands: Alia, a domestic luxury offering; Sama, a five-star lifestyle brand; and Noor, targeting the mid-market segment. The brand names are drawn from the Saudi national anthem, and all three are intended to reflect local cultural elements in a standardised hospitality format.
Qiddiya Investment Company Managing Director Abdullah AlDawood said the partnership will support the delivery of hospitality experiences tied to the city’s broader tourism strategy. Adeera CEO Stefan Leser described the deal as aligned with the company’s national mandate to scale locally developed hotel concepts.
The collaboration adds to a growing list of tourism-related initiatives under PIF, which has committed significant capital toward building an integrated travel and leisure ecosystem across the Kingdom. Qiddiya City is expected to host major attractions, including Six Flags Qiddiya and Aquarabia, billed as the region’s largest water park.
Construction in Qiddiya is ongoing, with the destination aiming to attract millions of domestic and international visitors annually once operational. The partnership with Adeera is part of efforts to localise content, develop talent pipelines, and position Saudi-born brands across hospitality supply chains.
