On the sidelines of the Future Hospitality Summit (FHS) World, Munther Shaker, Financial Analyst – Investment at Knowledge Economic City (KEC), shared insights into how the integrated master-planned destination is redefining the hospitality landscape in Madinah.

Located within the Haram boundary and directly linked to the Haramain High-Speed Railway, KEC’s pipeline - anchored by signature developments like Multaqa AlMadinah, Madinah Gate, and the Islamic World District - is actively engaging institutional investors and global operators.

Shaker discussed KEC’s balanced approach to mixed-use placemaking, the financial discipline driving their feasibility models, and the expanding commercial opportunities serving both international pilgrims and the local community.

What is Knowledge Economic City, and what makes its proposition distinctive?

Knowledge Economic City is an integrated development in Madinah, bringing together residential, hospitality, retail and community destinations. Its location within the Haram boundary and connectivity to the Haramain High-Speed Railway support a proposition that serves visitors, residents and businesses alike.

What is KEC highlighting at FHS World this year?

We are highlighting the investment opportunities emerging across our portfolio, particularly in hospitality and mixed-use development. FHS provides an opportunity to introduce investors and operators to our projects and discuss how we can work together to support Madinah’s growth.

What makes Madinah an attractive hospitality investment destination?

Madinah has an established international visitor base and a significant role in religious tourism. From an investment perspective, the opportunity is to understand how accommodation, transport, retail and other services can respond to visitors’ needs while also creating value for the city’s residents.

How does KEC approach hospitality investment?

We look at hospitality within the context of the wider destination. Connectivity, nearby amenities and the relationship between hotels, homes and retail all influence a project’s appeal. Bringing these elements together helps us build a more complete proposition for guests, operators and investors.

Which KEC projects illustrate this approach?

Multaqa AlMadinah brings together retail and hospitality, including the mall and Hilton Hotel & Residences. Madinah Gate demonstrates the value of development connected to the Haramain railway station, while the Islamic World District is another important part of our hospitality portfolio.

What types of partners are you looking to engage with?

We are interested in partners whose expertise and investment objectives align with our projects, including investors, developers and hospitality operators. The focus is on finding the right fit for each opportunity and establishing a clear basis for long-term collaboration.

From your perspective as a financial analyst, what matters most when assessing an opportunity?

Understanding the underlying demand, the assumptions behind the financial model and the risks associated with delivery and operations is essential. A compelling vision needs to be supported by disciplined analysis and a clear understanding of how the project can perform over time.

What would a successful outcome from FHS look like for KEC?

Success means progressing conversations with relevant partners into concrete next steps. That could include more detailed investment discussions, project assessments or exploring potential operating partnerships. The value of the summit lies in building relationships that can develop beyond the event.