PIF’s Adeera to operate hotel portfolio across Qiddiya City
International news
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.
Qiddiya City is a new destination being developed from the ground up around entertainment, sports, and culture. Located in the Tuwaiq Mountains about 40 minutes from Riyadh, it aims to offer a wide range of attractions and experiences for residents and visitors alike.
Reem Walid