Refad and Adeera Forge a Strategic Partnership to Elevate Hospitality and Tourism in the Eastern Province
19, Nov 2025
4 minute
Riyadh, November 19, 2025
Refad Real Estate Investment & Development, the real estate arm of Al-Qahtani Holding Group, and the Hotel Management Company “Adeera”, a PIF-owned company set to be Saudi Arabia’s national hospitality champion, have signed a strategic MoU on the sidelines of Cityscape Riyadh.
This collaboration brings together Refad’s forward-thinking approach to urban and tourism development with Adeera’s operational and hospitality expertise, and its portfolio of Saudi-rooted hospitality brands to redefine the Eastern Province as a world-class destination.
Adeera is a Saudi hospitality group with a diverse portfolio that reflects the Kingdom’s evolving tourism landscape. Built on the principles of culture, warmth, and contemporary design, Adeera will be delivering authentic Saudi experiences across its brands, Alia: An elevated Saudi luxury brand, Sama: A vibrant five-star contemporary lifestyle experience and Noor: An Essential, efficient mid-market concept.
Adeera will operate the hospitality components of Refad’s projects under its brands portfolio. This alignment reflects Adeera’s commitment to authentic hospitality, local talent empowerment, and innovation, while supporting the goals of Vision 2030.
The partnership is a natural extension of Refad’s mission to develop integrated, world-class destinations that embody Al-Khobar and the Eastern Province’s unique spirit and cultural identity. Both entities will jointly explore destination development opportunities in strategic locations, ensuring operational viability, elevated design standards, and value creation for both residents and visitors.
This MoU marks a significant milestone in the growth of the Kingdom’s tourism and hospitality sector, underscoring the shared ambition of both organizations to enhance Saudi Arabia’s global tourism appeal.
Abdulhadi Al-Qahtani, Managing Director of Refad, stated:“We are committed to creating integrated projects that strengthen Al-Khobar’s position as a modern urban city. Partnering with Adeera allows us to combine our development vision with their operational expertise to meet the growing demand for hospitality and tourism offerings.”
Stefan Leser, CEO of Adeera, commented:“Adeera is proud to collaborate with Refad in shaping destinations that reflect Saudi Arabia’s authentic hospitality. Together, we aim to deliver exceptional standards that align with Saudi Arabia’s vision and create experiences that attract visitors from around the world.”
This strategic MoU will further reinforce the Eastern Province’s positioning as a forward-looking hub, supported by its advanced infrastructure, coastal charm, and proximity to major economic centers, while marking a defining step in the realization of Vision 2030’s tourism ambitions.
About Refad
A Saudi company focused on developing an integrated lifestyle ecosystem that includes flexible and innovative real estate and logistics solutions aligned with the ambitions of the local market. Its portfolio includes residential complexes, real estate development projects such as “Miraf District,” as well as dedicated sites for build-to-suit warehouses and logistics facilities tailored to client needs. Refad aims to support the objectives of Saudi Vision 2030 by developing projects that contribute to urban growth and enhance the efficiency of the Kingdom’s logistics services sector.
About Adeera
“Adeera” Hotel Management Company Saudi Arabia’s national hospitality champion aims to develop hotel brands and provide a unique visitor 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.
