Riyadh - Sharikat Mubasher: Adeera Hospitality, the national hospitality company owned by the Public Investment Fund (PIF), forged a strategic partnership with Qiddiya Investment Company (QIC) to operate a portfolio of hotels across Qiddiya City.

Under this partnership, both parties will join hands to introduce a new hotel management and operations model that elevates the Saudi identity in hospitality experiences, Adeera revealed in a press release yesterday.

The partnership perfectly aligns with Vision 2030’s goal of developing the tourism and hospitality sector as a key driver of economic diversification.

Adeera also unveiled its portfolio of Saudi-born hotel brands: Alia, an elevated Saudi luxury brand; Sama, a vibrant five-star contemporary lifestyle experience; and Noor, an essential, efficient mid-market concept.

Commenting on this milestone, Stefan Leser, CEO of Adeera, said: “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."

For his part, Abdullah AlDawood, Managing Director of QIC, affirmed that the partnership reflects the company’s commitment to delivering exceptional experiences rooted in excellence, quality, and Saudi identity. “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,” he added.

Moreover, this collaboration paves the way to develop an integrated tourism infrastructure in Qiddiya City, which is expected to welcome millions of visitors annually from around the world.