RIYADH: Saudi-grown hotel brands will be introduced across Qiddiya City under a new strategic partnership between its developer and Adeera, the hospitality group backed by the Public Investment Fund.
The agreement with Qiddiya Investment Co. — also a PIF company — marks a new milestone for Adeera, which was launched in December 2024 to develop and manage a portfolio of homegrown hotel brands.
As part of the deal, Adeera will operate a range of hotels at the Qiddiya giga-project, including Alia, a Saudi luxury brand; Sama, a five-star lifestyle offering; and Noor, a mid-market concept, according to a press release.
This move aligns with Saudi Vision 2030’s goal of making tourism and hospitality a key pillar of economic diversification.
It also supports PIF’s efforts to build a comprehensive tourism infrastructure in Qiddiya City, which aims to attract millions of global visitors with world-class destinations such as Six Flags Qiddiya and Aquarabia, the region’s largest water park.
