Sierra Trading: Everything You Need to Know About Sierra Holding Stock in the

Sierra Holding Group (1810) is one of the largest Saudi companies in the travel and tourism sector, established to meet the growing demand for domestic and international travel services, Hajj and Umrah, hospitality, and innovative solutions in trip management for individuals and companies. The company started under the name Al-Tayyar Group before rebranding to 'Sierra', solidifying its position as a key player in supporting Saudi Vision 2030 regarding the development of tourism and hospitality. Sierra offers integrated services through its digital platforms and facilities, including hotel bookings, trip organization, Umrah packages, and comprehensive transportation services, in addition to partnerships with airlines and global hotels. The company has distinguished itself by its ability to adapt to changes, especially after the pandemic, by enhancing its digital strategies and expanding its presence in the Hajj, Umrah, and domestic tourism sectors. Its listing on the Saudi financial market has granted it a high level of transparency and governance, allowing investors to monitor its performance regularly.

Sierra Holding stock is listed on the Saudi financial market (Tadawul) under the symbol 1810. It is considered one of the prominent stocks in the consumer services sector, specifically within the travel and tourism management companies category. The company's capital is 3 billion Saudi Riyals distributed over 300 million shares with a nominal value of 10 Riyals per share. The stock enjoys good liquidity, trading daily in hundreds of thousands of shares, with trading values reaching millions of Riyals, reflecting growing investor interest in this vital sector. The stock's performance and financial details can be followed on its official page on Tadawul or through the following link: [/stocks/1810/]. Knowing the key facts about the stock helps in understanding the company's position in the market and its stability compared to competing companies.

Sierra Holding experienced notable financial fluctuations during the period from 2024 to 2025. At the end of the fiscal year 2024, the company recorded a net loss of 199 million Saudi Riyals, due to provisions and exceptional losses, particularly in the fourth quarter. However, 2025 saw the beginning of a gradual recovery, with the company achieving consecutive profits: 37.1 million Riyals in the first quarter, 42 million Riyals in the first half, and 74.3 million Riyals net profit by the end of the third quarter. This positive shift reflects the company's success in controlling costs and improving operational efficiency, in addition to the recovery in demand for travel and tourism services. The book value of the stock reached 19.74 Riyals in the second quarter of 2025, while the price-to-book ratio stood at 1.26 times, with a negative earnings multiple (–5.77) due to accumulated losses, although it is expected to improve with continued profits. The absence of dividends during this period indicates management's focus on addressing losses and strengthening financial reserves.

Sierra Holding stock trades in a range close to 26 Riyals per share, with a noticeable stability in the closing price around this level during January 2026. The company's market capitalization is estimated at approximately 7.776 billion Saudi Riyals, making it a mid-sized company in the Saudi market. Financial multiples such as the price-to-book ratio (P/B) at 1.26 and the negative price-to-earnings (P/E) ratio reflect a transitional state between a period of losses and recovery. The earnings per share in the second quarter of 2025 reached 0.04 Riyals, which is a positive signal of the company's return to profitability. The daily trading volume and average liquidity reflect investor interest, with price fluctuations linked to the company's quarterly results and strategic developments.

The travel and tourism sector is one of the key drivers of Saudi Vision 2030, as Saudi Arabia aims to increase tourism's contribution to GDP and diversify income sources. Sierra Holding operates in a growing competitive environment, where its results are influenced by the volume of tourism spending, Hajj and Umrah seasons, and government initiatives such as the development of AlUla, the Red Sea, and entertainment seasons. Following the repercussions of the COVID-19 pandemic, the sector began to recover, with a resurgence in domestic travel demand and an increase in the number of pilgrims and visitors. Sierra benefited from this improvement through increased sales of Umrah and domestic tourism programs, although challenges such as restructuring and previous losses continued to impact its financial performance. Competition in the sector is fierce, but Sierra's experience and extensive network enhance its ability to capitalize on future growth opportunities.

Sierra Holding faces strong competition from local and international companies in the travel and tourism sector. Among the local competitors are Al-Tayyar Group (the former parent company before restructuring), Asfar National Company, Saudi airlines (such as Saudi Airlines and Nas), and major hospitality companies like Al Habtoor Group. At the regional and international level, Sierra competes with global companies such as Expedia, Booking, and Arab Travel, especially in online booking services. Government alliances with the private sector and attracting new investments have contributed to increasing the effectiveness of Saudi companies in this sector. Despite the competition from international companies, Sierra's focus on the local market and integrated travel solutions gives it a competitive advantage, especially with support for national initiatives and efforts to achieve Vision 2030 goals.

Sierra Holding underwent significant administrative and strategic transformations in 2024 and 2025. Among the most notable was the appointment of Engineer Walid bin Abdulaziz Al-Nasser as the new CEO in November 2025, and the restructuring of the board of directors and oversight committees to enhance governance. On the strategic front, the company focused on restructuring its capital, selling non-strategic investments (such as its stakes in Uber and the Kayan project), and repurchasing treasury shares to enhance stock value. These steps were taken in response to the losses recorded in 2024 and aim to improve the financial position, redirect resources to core businesses, and support sustainable profitability recovery. These transformations reflect the senior management's commitment to building a more resilient and robust business model in the face of future challenges.

Sierra Holding stock has witnessed several important developments in recent years: selling its stake in Uber for 164.6 million Riyals in March 2024, which contributed to enhancing liquidity. The cancellation of the 'Traveler' project with the Public Investment Fund due to a failure to agree on terms. Approval for the repurchase of 26.4 million shares as treasury shares. Announcing a net loss of 199 million Riyals in 2024, followed by consecutive profits in 2025. Selling the Kayan project for an expected amount of around 590 million Riyals, and a plan to reduce capital by submitting a file to the Capital Market Authority. These developments reflect the management's dynamism and commitment to addressing losses, correcting the financial path, serving investor interests, and enhancing market confidence in the company.

Sierra Holding's capital is 3 billion Saudi Riyals distributed over 300 million shares with a nominal value of 10 Riyals per share. This capital structure provides the company with flexibility in implementing restructuring decisions such as share repurchases or capital reductions. The decision to repurchase 26.4 million shares as treasury shares in 2024 aimed to support stock value and improve market confidence. Additionally, submitting a capital reduction file in December 2025 aims to address accumulated losses and strengthen the financial position. These moves directly affect trading volume, stock liquidity, and its valuation in the market, and investors closely monitor such actions to gauge management's commitment to improving financial indicators and protecting shareholder rights.

Sierra Holding has not announced cash dividends during 2024 and 2025, due to the exceptional losses the company incurred in 2024 and its efforts to compensate for those losses during 2025. Companies typically suspend cash dividends when facing financial challenges or when needing to bolster cash reserves. Sierra's policy at this stage focuses on recapitalizing the company, controlling expenses, and achieving sustainability in profits before considering resuming dividends. The company is expected to reassess this policy upon reaching stable profitability levels and covering accumulated losses, while continuing to monitor financial indicators and cash flows.

Sierra Holding stock features moderate to good liquidity, trading daily in hundreds of thousands of shares, and in some sessions exceeding 600,000 shares, with trading values reaching up to 15 million Riyals in a single session. This liquidity reflects the interest of institutional and individual investors in this stock, especially in light of the financial and administrative developments it is experiencing. High liquidity contributes to ease of entry and exit from the stock without significantly impacting the price, while daily fluctuations reflect the market's reaction to the company's results and official announcements. Monitoring trading volume is an important indicator of investor interest in the stock and the surrounding market dynamics.

Sierra Holding focuses on projects that support digital transformation and the development of Hajj and Umrah services. Among its projects are electronic platforms for travel bookings, digital services for pilgrims and Umrah performers, and providing integrated solutions for leisure and business trips. Despite the cancellation of the 'Traveler' project, the company continues to develop its platforms and expand its partnerships with airlines and hotels. Selling non-core assets such as the Kayan project has provided the company with liquidity that can be invested in enhancing core businesses. The company's future depends on its ability to innovate, capitalize on sector transformations, and adapt to customer and regulatory requirements, with a focus on smart expansion in digital travel and tourism solutions.