PIF Launches Adeera to Transform Saudi Hospitality Sector

RIYADH, Dec 10 (Saudi Arabia Breaking News) – The Public Investment Fund (PIF) announced the launch of Adeera, a new hospitality management firm set to revolutionize the Saudi hospitality industry by combining world-class standards with the authenticity of Saudi Arabian culture.

Adeera, wholly owned by PIF, aims to lead the development of the Kingdom’s hospitality sector by creating homegrown hotel brands and fostering local talent. The initiative includes launching specialized training programs in collaboration with international experts to enhance the skills of Saudi professionals in the hospitality industry.

The company will introduce a diverse portfolio of Saudi hotel brands catering to a wide range of visitors, from mid-range to ultra-luxury segments. In addition to offering unique cultural experiences, Adeera will collaborate with hotel developers to create new opportunities and expand the local private sector’s contribution to the tourism industry.

Khalid Johar, Co-head of Local Real Estate Portfolio at PIF, highlighted Adeera’s potential to shape the country’s tourism identity. “The launch of Adeera comes at a pivotal time when Saudi Arabia is expanding its hospitality and tourism offerings. By introducing new hotel brands rooted in Saudi culture and traditions, Adeera will enhance the country’s appeal as a major global destination,” he said.

This initiative aligns with Saudi Arabia's National Tourism Strategy, which aims to attract 150 million visitors and boost tourism’s contribution to 10% of the Kingdom's GDP by 2030.

Adeera is the latest addition to PIF's growing portfolio of tourism and real estate ventures, which includes Boutique Group, specializing in luxury hotels in historical sites, agritourism-focused Dan, and tourism investment company Asfar. These investments underscore PIF’s commitment to developing strategic sectors and driving economic diversification in line with Vision 2030.

Through Adeera, Saudi Arabia is set to establish itself as a global hub for tourism, offering unparalleled experiences that reflect the nation’s rich heritage and commitment to excellence.