Riyadh, 23rd February 2026 - Adeera, set to be Saudi Arabia’s national hospitality champion, participated in the fourth edition of the PIF Private Sector Forum, held at the King Abdulaziz International Conference Centre in Riyadh on 9–10 February 2026, reaffirming its commitment to developing Saudi talent and supporting the Kingdom’s evolving hospitality sector in line with Vision 2030.
During the forum, Nouf Augaish, Vice President of Human Resources at Adeera, joined a panel discussion on workforce readiness and the future of tourism talent in Saudi Arabia. She emphasised the importance of positioning hospitality as a respected, long-term career path for Saudi nationals, underpinned by structured development frameworks and leadership progression.
Nouf Augaish, Vice President of Human Resources at Adeera, said: “In Saudi Arabia, Hospitality is not just a profession for us, it is part of our identity. It lives in our culture, our traditions, and the way we were raised to welcome others with generosity and respect. At Adeera, we believe the future of hospitality belongs to people who lead with heart, and our people are born ready to serve, to host, and to make every guest feel at home.”
With nearly 70 per cent of the population under 35, hospitality offers a significant opportunity to create sustainable career pathways for the next generation. While generosity and hosting are central to Saudi culture, the sector has not traditionally been viewed as a primary profession for nationals. Adeera aims to reshape that perception by translating cultural instinct into professional capability.
As a hotel management company, fully owned by PIF; Adeera is currently developing its portfolio of distinctive hotel brands. launch across the Kingdom, Adeera is laying the foundations for a national hospitality platform rooted in authentic values and delivered to international standards.
Throughout the two-day forum, Adeera’s leadership and teams engaged with private sector stakeholders to explore collaboration opportunities that would strengthen operational readiness and support supply chain integration ahead of the phased introduction of its hotel brands.
The company’s participation follows its recently announced partnership with HTMi, a recognised institute for hospitality and tourism management, designed to deliver specialised programmes combining academic learning with hands-on operational experience. The initiative forms part of Adeera’s broader strategy to establish a Saudi-led hospitality workforce equipped to operate at global standards while preserving the distinct character of Saudi hospitality.
As the Kingdom’s tourism sector accelerates, Adeera remains focused on defining a future hospitality model that reflects national identity, empowers local talent and contributes to the long-term ambitions of Vision 2030.
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About Adeera
Hotel Management Company “Adeera”, which is set to be Saudi Arabia’s national hospitality champion, aims to develop hotel brands and provide a unique visitor experience by embodying the authentic Saudi hospitality and generosity culture to the highest global standards. An imperative goal of Adeera is to empower talents and competencies through its initiatives with partners and leading educational and training institutions, contributing to the achievement of Vision 2030 objectives and placing the Kingdom on the global tourism map.
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