The Public Investment Fund (PIF) has launched Adeera, a groundbreaking hotel management company that will develop and operate distinctive Saudi hospitality brands. By combining international standards with authentic Saudi culture and hospitality, Adeera is set to become a leader in the Kingdom’s rapidly growing tourism and hospitality sector.
“The launch of Adeera comes at a pivotal time when Saudi Arabia is expanding its hospitality and tourism offerings,” said Khalid Johar, Co-head of Local Real Estate Portfolio at PIF. “The company has the opportunity to grow the sector by introducing new hotel brands as the country establishes itself as a major tourism destination. Adeera’s unique focus on Saudi culture and traditions will provide a distinctive edge.”
A new champion for Saudi hospitality
Adeera aims to fill a vital role in Saudi Arabia’s tourism ecosystem by creating homegrown brands that reflect the Kingdom’s heritage and hospitality traditions. These brands will cater to various market segments, from mid-range accommodations to ultra-luxury experiences, ensuring broad appeal to domestic and international visitors.
The company will also focus on developing local talent and expertise. Training programmes in partnership with international hospitality specialists will equip Saudi professionals with the skills to excel in the industry. This initiative is designed to not only meet the Kingdom’s tourism demands but also empower the private sector and maximise local economic contributions.
PIF’s pivotal role in Saudi Arabia’s transformation
Adeera’s launch is part of the PIF’s broader strategy to drive economic growth and diversification in Saudi Arabia. As one of the largest sovereign wealth funds in the world, the PIF is central to the Kingdom’s Vision 2030, which seeks to reduce reliance on oil revenues and establish new engines of economic activity, including tourism.
PIF has already made significant investments in the tourism and hospitality sectors, including ventures such as:
- Boutique Group: Specialising in transforming historic and cultural palaces into luxury boutique hotels.
- Dan: A company focusing on agri-tourism.
- Asfar: A tourism investment firm supporting large-scale projects.
These investments reflect the PIF’s commitment to enhancing the country’s tourism infrastructure and developing new, world-class offerings.
Saudi Arabia’s tourism ambitions
Saudi Arabia has positioned itself as one of the most ambitious players in the global tourism market. Its National Tourism Strategy aims to attract 150 million visitors annually and ensure that tourism contributes 10% of GDP by 2030.
Projects like Adeera are key to achieving these goals. By introducing uniquely Saudi brands that showcase the nation’s heritage, Adeera will complement the presence of international hotel chains while enriching the visitor experience.
Unlocking potential for the private sector
Adeera is designed to work closely with hotel developers and private sector partners to identify and capitalise on new business opportunities. By fostering collaboration and innovation, the company will create a robust ecosystem that maximises local participation in the hospitality sector.
Moreover, Adeera’s focus on authentic Saudi experiences will differentiate its offerings from international brands, attracting visitors seeking immersive and culturally rich stays.
Looking ahead
As Saudi Arabia continues its transformation into a global tourism hub, initiatives like Adeera underscore the importance of integrating local culture into world-class hospitality. With the PIF’s strategic vision and investment, Adeera is poised to become a cornerstone of Saudi Arabia’s tourism aspirations, showcasing the Kingdom’s culture, traditions, and commitment to excellence on the global stage.
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