Riyadh: Knowledge Economic City (KEC), a leading developer listed on the Saudi Stock Exchange (Tadawul) and operating under the auspices of the Economic Cities and Special Zones Authority, and contributing to the urban and economic transformation of Madinah, participated as a strategic partner in the Future Hospitality Summit (FHS Saudi Arabia 2026). The summit, hosted by the Mandarin Oriental Al Faisaliah Hotel in Riyadh under the theme "Where Opportunity Meets Capital," brought together a select group of investors, developers, hospitality operators, and policymakers. It provided KEC with a platform to showcase investment opportunities across its growing portfolio of destinations and to network with local, regional, and international stakeholders who are shaping the future of the hospitality and real estate sectors in the Kingdom.

The participation of Knowledge Economic City comes amid remarkable momentum in the Kingdom’s investment system, supported by ongoing economic reforms and the recent approval of the executive regulations for the non-Saudi ownership of real estate system, which enhances the Kingdom’s attractiveness to international investors.

Representing the company on the main stage was Marco Vucinic, Executive Director of Investment and Asset Management, who participated in a panel discussion titled "How Developers Recalibrate Investment and Operations in Times of Crisis." Vucinic was invited to share Knowledge Economic City's vision regarding the long-term investment potential of Madinah and the opportunities arising from the rapid development of the real estate, tourism, and hospitality sectors in the Kingdom. He was joined on the panel by Abbas Al Saleh, CEO of Afya Real Estate; Omar Abdullatif, CEO of Black Sands; and Rohit Dhawan, Managing Director of Alvarez & Marsal. The session was moderated by Abdulaziz Al Qarrah, Director of Advisory and Business Development for Real Estate Investments at Al Rajhi Capital.

During the session, Vucinic emphasized that demand in Medina is supported by faith-motivated visits and long-term national development priorities, explaining that demand in the city remains strong thanks to the city’s unique spiritual status and the Kingdom’s continued investment in tourism and infrastructure, unlike many other global markets.

Putting supply and demand side by side, Vucinic pointed out that the number of Umrah pilgrims coming from outside the Kingdom has increased from 6.2 million in 2016 to more than 18 million in 2025, as the Kingdom targets 30 million by 2030 and has a national ambition to welcome 150 million tourists. He added that independent forecasts indicate a deficit of more than 100,000 residential and hotel units. This structural shortage of supply still presents significant opportunities for institutional investors, developers, and hospitality operators seeking a presence in one of the Kingdom’s fastest-growing real estate markets. To address this structural gap, the company’s master plans are designed to deliver approximately 42,000 hotel keys and 40,000 residential units upon completion. He said, “We are not asking investors to imagine what Madinah could become; we are showing them what is already being built on the ground.”

Through its four main destinations – City Gate, City Meeting Place, Islamic World Avenue, and Al-Ulya – the company has committed to investments exceeding SAR 24 billion to develop integrated hospitality, residential, retail, and commercial destinations within the boundaries of the Holy Mosque. The company has also forged partnerships with five of the world’s leading hospitality brands – Hilton, Marriott, IHG, Radisson, and Hyatt – further bolstering investor confidence in Madinah’s long-term growth potential.

Knowledge Economic City highlighted the remarkable progress it is making across its portfolio of destinations, with key milestones achieved in hospitality, residential, infrastructure, and retail projects. These projects are contributing to Madinah's transformation into a globally integrated destination for modern living and investment, supporting the goals of the Kingdom's Vision 2030.

The company also highlighted the ongoing regulatory reforms in the Kingdom, including the recent approval of the executive regulations for the non-Saudi property ownership system. As Madinah is one of the approved geographic areas within this framework, it is expected to attract increased interest from international investors and support long-term market growth.

On the sidelines of the summit, the company's delegation held a series of direct meetings with local, regional, and international investors, hospitality groups, investment funds, and development partners to explore partnership opportunities across its growing portfolio of destinations. “International capital is no longer just observing Saudi Arabia from afar; it is here, actively evaluating opportunities,” said Vucinic. “The discussions we are having in Riyadh reflect a growing institutional confidence in the long-term investment potential of Madinah.”

Knowledge Economic City’s participation as a strategic partner in the Saudi Future Hospitality Summit 2026 reinforces its role as a leading master developer supporting Madinah’s transformation within the framework of Vision 2030. Through its growing portfolio of destinations and partnerships with globally recognized operators, Knowledge Economic City is creating places where residents, visitors, and investors can live, reside, work, and invest within one of the world’s most important spiritual destinations.

About Knowledge City Economic Company

Knowledge Economic City is a publicly traded company listed on the Saudi Stock Exchange (Tadawul) and operates under the supervision of the Economic Cities and Special Zones Authority. Its master plans span 6.8 million square meters within the urban area of Madinah, developing integrated, modern destinations that combine residential, commercial, cultural, and entertainment spaces, contributing to Madinah's transformation into a global hub for integrated modern living .

The city enjoys a strategic location near the Prophet’s Mosque, the Haramain High-Speed Railway station, and Prince Mohammed bin Abdulaziz International Airport, and plays a pivotal role in supporting the objectives of Saudi Vision 2030 by contributing to its main programs such as the Guest Experience Program, the Quality of Life Program, the Housing Program, and the Human Capability Development Program.

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