Roy the city Holding

What Roy the city Holding does

Rua Al Madinah Holding is a Saudi Arabian real estate development company wholly owned by the Public Investment Fund (PIF), established in 2022 to develop two flagship master-planned districts adjacent to the Prophet's Mosque in Madinah. The company develops and operates the 1.35 million square meter Rua Al Madinah Project (targeting 47,000+ hospitality units and 30 million annual visitors by 2030) and the approximately 1 million square meter Dar Al Hijra Project (a mixed-use district combining residential, commercial, educational, and healthcare facilities). Its core technology combines heritage-inspired contemporary urban design (mashrabiya-integrated architecture, historically-documented district naming covering four historical areas and nine districts) with smart city infrastructure encompassing IoT sensors and AI-powered systems for smart parking, environmental monitoring, crowd management, and intelligent wayfinding, delivered through a contract with Solutions by STC.

The business model centers on three revenue streams: one-time off-plan and built real estate sales of hospitality units, apartments, and commercial spaces within the masterplans; managed-services revenue from long-dated hotel operating agreements with global hospitality brands (Marriott operating 8 brands for 4,400 units, Hilton 3 brands for 1,600+ rooms, Hyatt 3 brands, IHG 2 brands for 2,334 rooms under a USD 165 million deal, Accor 3 brands for 1,000+ units, and PIF-owned Adeera); and recurring commercial and retail leasing of restaurants, retail outlets, cafes, central kitchens, and supply chain facilities. Go-to-market is exclusively B2B enterprise field sales — partnerships with hotel operators, construction contractors, and consultants are negotiated directly by executive leadership and announced at major forums including the TOURISE Global Forum and PIF Private Sector Forum series. Pricing is opaque, negotiated at project or enterprise level rather than published, reflecting the company's positioning as a sovereign-backed mega-project developer rather than a volume real estate seller.

Name

Roy the city Holding

Legal name

Rua Al Madinah Holding Company

Website

https://ruaalmadinah.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

Rua Al Madinah Holding is a PIF-owned Saudi real estate developer building two mega-districts near the Prophet's Mosque in Madinah — the 1.35 million m² Rua Al Madinah hospitality project (47,000 units) and the 1 million m² Dar Al Hijra mixed-use project — partnering with global hotel brands to host 30 million annual visitors by 2030.

Ownership category

akta.pro rank

Product category

Real Estate Development

NAICS

Trusts, Estates, and Agency Accounts (52592), Portfolio Management and Investment Advice (523940)

SIC

Investors, Nec (6799), Real Estate Investment Trusts (6798)

akta.pro primary industry

Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC)

akta.pro secondary industry

Islamic Private Banking & Wealth (FSABAGAD)

Keywords

• Real estate development
• Hospitality development
• Mixed-use development
• Smart city infrastructure
• Commercial leasing

Headquarters

HQ city

Al Madinah

HQ country

Saudi Arabia

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Real Estate Development Sales: The company develops and sells/leases hospitality units, commercial spaces, and residential units within its master-planned developments near the Prophet's Mosque. Revenue is generated through off-plan apartment sales, hotel unit sales, and commercial retail leasing (restaurants, retail outlets, cafes).
2. Hotel Operating Agreements: Rua Al Madinah Holding enters into hotel management and operating agreements with global hospitality brands (Marriott, Hilton, Hyatt, IHG, Accor, Adeera). These agreements involve the company providing developed hotel properties to operators, generating recurring management fees and branded revenue shares.
3. Commercial and Retail Leasing: Leasable commercial spaces within the masterplan including restaurants, retail outlets, cafes, central kitchen facilities, central warehouse, and supply chain operations offered to investors and operators.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Rua Al Madinah Holding is a Public Investment Fund (PIF) company that develops large-scale hospitality, residential, and commercial real estate projects near the Prophet's Mosque in Madinah, Saudi Arabia. Its portfolio centers on the Rua Al Madinah Project (1.35 million sqm, targeting 47,000+ hospitality units) and the Dar Al Hijra Project (~1 million sqm mixed-use), with revenue from off-plan unit sales, hotel operating agreements with global brands, and commercial/retail leasing.

Product overview

Rua Al Madinah Holding is a Public Investment Fund (PIF) company specializing in real estate development and investment in Madinah, Saudi Arabia. The company operates two main development projects: Rua Al Madinah Project (a hospitality and commercial system with 47,000 units on 1.35 million m²) and Dar Al Hijra Project (a mixed-use development on 1 million m²). The company's offerings are primarily physical real estate developments rather than software products, focusing on hotels, commercial spaces, and residential units to support Saudi Vision 2030's goal of hosting 30 million visitors annually.

Differentiator

Problem solved

Functional benefit

Brands

• Rua Al Madinah Project: Main hospitality and commercial development project spanning 1.35 million square meters near the Prophet's Mosque, targeting 47,000 hospitality units and 30 million visitors by 2030
• Dar Al Hijra Project
• AFAQ Program

Products and services

• Rua Al Madinah Project A comprehensive hotel and commercial development spanning 1.35 million square meters near the Prophet's Mosque in Madinah, targeting 47,000 hospitality units to accommodate 30 million visitors annually by 2030. Includes hotels operated under agreements with Marriott, Hilton, Hyatt, IHG, Accor, and Adeera, plus commercial retail spaces and supporting infrastructure.
• Dar Al Hijra Project A mixed-use urban development covering approximately 1 million square meters featuring thousands of residential units, commercial spaces, educational institutions, and healthcare facilities near the Prophet's Mosque in Madinah.
• Commercial and Retail Leasing Leasable commercial spaces within the masterplan including restaurants, retail outlets, cafes, central kitchen facilities, central warehouse, and supply chain operations offered to investors and operators.

Quantifiable outcome

• Up to 30% reduction in design rework and 20% faster project delivery on projects including NEOM, Diriyah, and Red Sea Global (GBSAutodesk workflow outcomes)
• +4 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

22 partnerships are on record, tiered core and minor.

• IHG Hotels & ResortscoreStrategic or Co-development Partner · 11 November 2025Signed a USD 165 million hotel management and operating agreement with IHG to develop and operate Crowne Plaza Rua Al Madinah (1,280 rooms) and Holiday Inn Rua Al Madinah (1,054 rooms) within the project, providing over 2,334 rooms and 1,300+ job opportunities.
• Adeera Hospitality ManagementcoreStrategic or Co-development Partner · 11 November 2025Partnership agreement with Adeera, a PIF-owned hotel management company, to operate and manage 250 hotel rooms and 120 luxury residential units within the project. This was Adeera's first major partnership, representing support for national hospitality capabilities.
• DLR Group Middle EastcoreStrategic or Co-development Partner · 26 May 2025Rua Al Madinah Holding signed a masterplan design contract for the Dar Al Hijra project with DLR Group. The masterplan aims to transform approximately 1 million square meters into a mixed-use urban development with thousands of residential units, commercial spaces, educational institutions, and healthcare facilities.
• Al Rajihi Corporation for Building & ConstructioncoreImplementation/ SI/ Consulting Partner · 13 February 2025Contract for construction of the company's dedicated sales center, including simulation rooms enabling operators and investors to preview projects before execution, enhancing customer experience through a smart and innovative environment.
• Amico International for Limited ContractingcoreImplementation/ SI/ Consulting Partner · 13 February 2025Contract to initiate the first works within the fifth urban cluster, marking the commencement of construction activities for this development phase.
• National Grid SAcoreImplementation/ SI/ Consulting Partner · 2 June 2024Implementation of four 110kV power substations under the supervision of National Grid SA, which reviewed and approved the substations' designs and compliance with national grid standards.
• HiltoncoreStrategic or Co-development Partner · 30 April 2024Agreement to open Conrad Rua Al Madinah, DoubleTree by Hilton Rua Al Madinah, and Hilton Garden Inn Rua Al Madinah, adding over 1,600 units and 1,100+ job opportunities. This marked Conrad Hotels & Resorts' first entry into Madinah.
• JacobscoreImplementation/ SI/ Consulting Partner · 1 February 2024Contract for design services covering 12 hotel brands in the fourth urban cluster of Rua Al Madinah Project, with extensive areas for restaurants and cafes. The cluster contains over 8,000 rooms.
• Q Company for Engineering ConsultancycoreImplementation/ SI/ Consulting Partner · 1 February 2024Engineering supervision contract for the execution and delivery of the fifth urban cluster to the highest international standards.
• Harvard Business SchoolminorOthersRua Al Madinah Holding hosted 43 students and 2 faculty members from Harvard Business School for their Immersive Field Course (IFC), providing a real-world learning experience and fostering integration between global academic learning and market needs.
• Hyatt Hotels CorporationcoreStrategic or Co-development PartnerFirst hotel operating agreement for the project brought Grand Hyatt, Hyatt Regency, and Hyatt Place brands to Madinah, enriching the hospitality offerings with premium options near the Prophet's Mosque.
• Marriott InternationalcoreStrategic or Co-development PartnerMarriott agreement witnessed by HRH Prince Faisal bin Salman to operate 8 hotel brands (The Ritz-Carlton, JW Marriott, Marriott, Westin, Le Meridien, Courtyard by Marriott, Four Points by Sheraton, Aloft) with 4,400 hospitality units and 4,100+ job opportunities.
• AccorcoreStrategic or Co-development PartnerAgreement with Accor to operate Fairmont, Swissôtel, and Novotel brands, adding over 1,000 units (142 Fairmont, 120 Fairmont Residences, 466 Swissôtel, 328 Novotel) to Madinah's hospitality sector.
• Saudi Communication Solutions Company (Solutions by STC)coreTechnology or IntegrationContract to implement the 'Rua Smart Cities Strategy' program, deploying advanced digital technologies and IoT solutions powered by AI to enhance visitor experience and quality of life within the company's hotels and sites.
• Al Bateen Contracting CompanycoreImplementation/ SI/ Consulting PartnerContract for design and construction of four 110/13.8 kV electrical substations within the project, designed to align with the project's architectural standards, including transformers, GIS systems, and compliance with the National Grid requirements.
• Saudi Cities Industrial Authority (Maden)minorStrategic or Co-development PartnerMoU signed to coordinate the construction of a precast concrete building units factory, prepare feasibility studies and business plans for targeted projects, and develop business through value-added partnerships.
• Saudi Council of EngineersminorOthersMoU to enhance cooperation supporting the engineering field through real estate development, including specialized workshops, training courses, experience sharing, and capability building for engineers in real estate development.
• Project Management Institute (PMI)minorOthersMoU to enhance cooperation in scientific and practical areas, including supporting company staff efficiency in project management through knowledge, training, and professional development. Joint activities include specialized training courses, workshops, conferences, and knowledge transfer.
• Imam Mohammad Ibn Saud Islamic UniversityminorOthersMoU to enhance cooperative training opportunities for students, exchange academic and practical expertise, support and qualify students for the job market through training programs, and organize events and conferences to enhance Madinah's cultural significance.
• Madac Education AcademyminorOthersCooperation agreement under the patronage of HRH Prince Faisal bin Salman to develop Madac Education Academy and support quality educational initiatives in Madinah, including social responsibility programs.
• AESGminorImplementation/ SI/ Consulting PartnerFire safety and prevention consultant appointed in agreement with Civil Defense to review and approve designs during design phases and issue compliance certificates upon completion of construction.
• Zahir Fayez & Partners for Engineering ConsultancyminorImplementation/ SI/ Consulting PartnerEngineering consultant appointed to review and approve engineering designs in accordance with Saudi Building Code requirements and to obtain building permits and completion certificates.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Jabal Omar Development Company: Largest Saudi real estate developer focused on hospitality and mixed-use projects adjacent to the Holy Mosques in Makkah. Most directly comparable to Rua Al Madinah given identical end-market (religious-tourism hospitality near a holy site) and similar mixed-use master-planned model with global hotel brands.
• Roshn: PIF-owned Saudi national residential developer building large-scale master-planned communities across Saudi cities. Directly comparable as another PIF portfolio real-estate platform deploying multi-billion-Riyal capital into master-planned developments aligned to Vision 2030 housing targets.
• Dar Al Arkan Real Estate Development: Listed Saudi real estate developer operating master-planned residential and mixed-use projects across the Kingdom. Comparable as a large-scale Saudi real estate developer with similar end-markets, though privately capital-light versus Rua Al Madinah's sovereign funding model.

Broad incumbents

• Diriyah Company: PIF-owned developer of the Diriyah giga-project near Riyadh, focused on heritage-inspired mixed-use development with global hospitality brands. Comparable as another PIF heritage-tourism mega-project combining cultural preservation, hospitality, and commercial real estate at large scale.
• NEOM Company: PIF-owned Saudi giga-project developer building a futuristic regional development in Tabuk province. Comparable as the most prominent PIF mega-development with sovereign capital backing, similar political/strategic alignment, but a substantially larger and more futuristic mandate.
• Red Sea Global: PIF-owned Saudi tourism developer building luxury resort destinations along the Red Sea coast. Comparable as another PIF tourism-led real estate platform with global hotel partnerships, but focused on leisure tourism rather than religious tourism.
• Qiddiya Investment Company: PIF-owned Saudi entertainment mega-project near Riyadh. Comparable as another Vision 2030 PIF real estate and hospitality platform, though focused on entertainment rather than religious tourism.
• Aldar Properties: Leading UAE-listed real estate developer with large-scale master-planned communities and hospitality assets. Comparable as a regional Gulf real estate developer at similar scale with global hotel partnerships, though focused on Abu Dhabi and UAE end-markets.
• Emaar Properties: UAE-listed regional real estate giant operating master-planned communities, hospitality, and malls. Comparable as a Middle East real estate developer with global hotel partnerships (Address, Vida) at mega-project scale, though broader geographically and more diversified.

Regional players

• DAMAC Properties: Dubai-based luxury real estate developer with branded residences and hospitality partnerships. Comparable as a Gulf-region master developer partnering with global hotel brands, though primarily UAE-focused and not in religious tourism.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ruaalmadinah
• Xx.com/ruaalmadinah

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roy the city Holding