Qiddiya and Adeera in a new strategic partnership, to deliver a new era of Saudi Hospitality

4^th August 2025 Riyadh, Saudi Arabia

Qiddiya Investment Company announces a strategic partnership with Adeera Hospitality, the national hospitality company established by the Public Investment Fund(PIF). This landmark partnership will see Adeera operate a portfolio of hotels across Qiddiya City – the future capital of entertainment, sports, and culture.

This partnership aims to introduce a new model in hotel management and operations, moving beyond traditional approaches to elevate the Saudi identity inhospitality experiences, in alignment with Saudi Vision 2030 and its ambitions to develop the tourism and hospitality sector as a key driver of economic diversification.

Commenting on the partnership, Abdullah AlDawood, Managing Director of Qiddiya Investment Company, said: "This partnership reflects Qiddiya’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."

Stefan Leser, CEO of Adeera, also expressed his pride in this partnership, stating: "We are honored to be part of this landmark national project. 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."

This announcement also marks the public reveal of Adeera’s portfolio of Saudi-born hotel brands:

•Alia: An elevated Saudi luxury brand

•Sama: Vibrant five-star contemporary lifestyle experience

•Noor: Essential, efficient mid-market concept

These brands are designed to capture the energy of transformation and to set new standards—rooted in Saudi culture, driven by contemporary design, and built for global relevance. Notably, the names Alia, Sama, and Noor are inspired by words from the Saudi national anthem, adding a deeper layer of cultural significance to Adeera’s brand identity. Further brand details are expected to be revealed by Adeera in upcoming phases.

This collaboration enhances strategic alignment under the umbrella of the Public Investment Fund (PIF) and paves the way for the development of an integrated tourism infrastructure in Qiddiya City, which is preparing to welcome millions of visitors annually from around the world thanks to its world-class attractions, such as Six Flags Qiddiya and Aquarabia, the region’s largest water park.

About Qiddiya:

Asa major force in delivering the future socio-economic success of Saudi Arabia, Qiddiya is a key component of Vision 2030’s Quality of Life program. It will become the primary platform through which the Kingdom leads the way in shaping the future of the global sports, entertainment and culture industries, combining scale and ambition with cutting edge innovation and partnerships. Its flagship initiative, Qiddiya City, is being built just 40 minutes away from Riyadh and when finished, will bring the Power of Play to over 40 million visitors a year and become home to half a million people.

About Qiddiya City:

Qiddiya City is Qiddiya's flagship initiative – a new global destination built from scratch on the foundations of play. Located at the heart of the Tuwaiq Mountains just 40 minutes from Riyadh, the vibrant city brings entertainment, sports, and culture together in a way never seen before.

Employing over 200,000 people at scale and with over 40 million visitors a year it will be a major contributor to both local and national economies, as well asbecoming a key component of Saudia Arabia’s future tourism success.

Offering residents and visitors a high quality of life with hundreds of attractions and experiences, Qiddiya City will include a global center for gaming and esports, a multi-use stadium, golf courses, a motorsports precinct with a racetrack, the region’s largest water theme park, and a Six Flags theme park. With Qiddiya’s Power of Play philosophy at its heart, the city is designed to host some of the world's biggest sports competitions, festivals, concerts, and cultural events.

About Adeera Hospitality:

Adeera Hospitality (Hotel Management Company), established by PIF to power the Kingdom’s rapidly growing pipeline of hotel assets with hospitality concepts born from the heart of Saudi. It aims to deliver contemporary Saudi hospitality across various destinations—offering operational excellence, with distinctive Saudi narratives. Through a portfolio of three brands, Adeera strives to develop a unique 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.