Riyadh | 4 August 2025. Qiddiya Investment Company (QIC) has announced a strategic partnership with Adeera, a hospitality company owned by the Public Investment Fund, to operate a group of hotels in Qiddiya City, the Kingdom's future capital for entertainment, sports and culture.

The partnership aims to deliver an innovative hotel-management model linking authentic Saudi identity with a world-class hospitality experience, in line with Saudi Vision 2030's goals of developing tourism and hospitality as a vital sector for diversifying the national economy.

Qiddiya's Managing Director, Abdullah bin Nasser Al-Dawood, said the partnership with Adeera reflects a commitment to raising quality standards and delivering hospitality experiences rooted in authenticity and excellence, adding: "We are investing in a national company designed specifically to deliver genuine and exciting Saudi hospitality."

Adeera CEO Stefan Leiser said the partnership is a true embodiment of the company's vision, aiming to showcase Saudi culture to the world through hotel brands that reflect the identity of the place and the spirit of the Kingdom.

The three brands Adeera has launched reflect an advanced strategic vision:

  • Alia: a luxury Saudi brand with elevated international standards
  • Sama: a contemporary hotel experience within the five-star category
  • Noor: a practical hotel concept for the mid-market segment

The names were inspired by words from the Saudi national anthem, a clear sign of the deep cultural connection behind them.

The partnership falls under the Public Investment Fund's strategic integration and paves the way for developing an integrated hospitality and tourism infrastructure in Qiddiya, which is preparing to welcome millions of visitors through global destinations such as Six Flags and Aquarabia.

The initiative reflects the Kingdom's commitment to building an Arab model for tourism that merges entertainment, culture and innovation, through national partnerships that strengthen Qiddiya's standing as a future address for art, hospitality and Saudi identity.