Saudi Arabia’s PIF Unveils Adeera to Elevate Local Hospitality Brands

Saudi Arabia’s Public Investment Fund (PIF) has introduced Adeera, a hotel management company aimed at elevating the Kingdom’s hospitality sector. Adeera looks to merge global industry standards with Saudi Arabia’s distinctive cultural identity, creating homegrown hotel brands that embody authentic Saudi hospitality.

As a fully owned subsidiary of PIF, Adeera’s objectives include the development of new hotel brands across various market segments - from mid-range to ultra-luxury - catering to diverse visitor demographics. To achieve this, Adeera will collaborate with international hospitality experts to implement advanced training programs and upskill local talent.

In line with Saudi Arabia’s goal of attracting 150 million visitors annually and raising tourism’s contribution to GDP to 10% by 2030, the initiative represents PIF’s broader strategy of economic diversification and growth, reinforcing its role as a key facilitator in Saudi Arabia’s Vision 2030. Adeera joins a suite of PIF-backed ventures in tourism and real estate, including Boutique Group, known for transforming historic sites into luxury accommodations, the agritourism company Dan, and Asfar, a tourism investment enterprise.