PIF has officially announced the launch of its new hospitality management firm, Adeera, which will manage hotels across Saudi Arabia. The company aims to combine the highest industry standards with authentic Saudi hospitality, ensuring exceptional guest experiences while honoring the nation’s rich cultural heritage.
Saudi hospitality
Adeera, owned entirely by PIF, is set to be a national leader in the Saudi hospitality sector. The firm enhances local talent and expertise by introducing training programs and skills development initiatives. The initiatives will be in collaboration with international hospitality specialists. Moreover, this approach is designed to elevate the local workforce while establishing Adeera as a key player in the Saudi hospitality industry. Moreover, Adeera plans to create new, world-class Saudi hotel brands that will redefine the local sector. It is also set to offer mid-range to ultra-luxury accommodation.
Saudi Arabia’s growing tourism industry
As Saudi Arabia continues to position itself as a major global tourism destination, Adeera is poised to contribute significantly to the country’s growing hospitality sector. The company plans to introduce a diverse portfolio of distinctive Saudi hotel brands catering to various segments, which will attract different categories of visitors. Through its partnerships with hotel developers, Adeera will also unlock new business opportunities while focusing on delivering an exceptional Saudi hospitality experience. This will help to boost the local private sector’s contribution to the overall economy.
Economic growth
Khalid Johar, co-head of local real estate portfolio at PIF, stated: “The launch of Adeera comes at a pivotal time when Saudi Arabia is expanding its hospitality offering. The company has the opportunity to grow the sector by introducing new hotel brands. Adeera’s unique focus on Saudi culture and traditions will provide a distinctive edge.”
The establishment of Adeera highlights PIF’s role as an enabler of economic growth. Furthermore, it aligns with Saudi Arabia’s National Tourism Strategy, which aims to attract 150 million visitors.
