wfrlee.com, the “pay-as-you-stay” short-stay booking platform, has secured formal registration to establish its Saudi entity through an Investment Registration Certificate (Entrepreneur type). The milestone strengthens the company’s entry into one of the world’s fastest-growing tourism markets as it advances through Cohort 6 of the Tourism Development Fund’s (TDF) Grow Tourism Accelerator Program, delivered in partnership with Plug and Play
The registration moves wfrlee from market entry to formal establishment in Saudi Arabia, a cornerstone of the Kingdom’s Vision 2030 economic diversification strategy. Under the strategy, tourism is targeted to become one of the country’s largest contributors to non-oil revenue.
wfrlee is built to address a clear need in the hospitality market. Its SaaS-driven model broadens access to flexible, pay-as-you-stay accommodation while giving hotel and property partners tools to increase occupancy, average daily rate (ADR), and guest satisfaction. This positions wfrlee as enabling infrastructure for the tourism economy, not simply another booking marketplace.
wfrlee’s participation in TDF’s Grow Tourism Accelerator, run in partnership with Plug and Play, provides structured access to Saudi Arabia’s tourism ecosystem, expert mentorship, and a formal pathway into the Kingdom. The program will host a Deal Flow Event in Riyadh on 26 August 2026, bringing wfrlee together with prospective investors to explore the company’s progress and growth plans.
Investors interested in Saudi Arabia’s tourism-tech opportunity are invited to request a place at the Deal Flow Event on 26 August and meet the wfrlee team directly. Contact Ashraf Al Debai at info@wfrlee.com or +966567855553.
Commenting on the milestone, Ashraf Al Debai, Founder & CEO of wfrlee.com, said: “Securing our formal registration in Saudi Arabia while advancing through TDF’s Grow Tourism Accelerator marks a decisive step in wfrlee’s growth. After more than 20 years in hospitality, I know where the friction lies for guests and operators. We built wfrlee to address it, and Saudi Arabia is where we intend to demonstrate the model at scale.”
Ali Farah, Co-Founder of wfrlee.com, added: “More than 20 years with some of hospitality’s most recognised names has shown me what world-class execution requires. Establishing wfrlee in Saudi Arabia allows us to bring that discipline to one of global tourism’s most dynamic markets. We are ready to engage with investors who share our ambition for the sector.”
wfrlee enters this next phase with sustained year-over-year growth since its founding in 2022. In 2025, both its user base and booking volume grew 10x compared with 2024. The company now operates across 21+ cities in Saudi Arabia, supported by a network of 60+ service providers.
With formal registration secured and its progress in the TDF program continuing, wfrlee is now focused on scaling its Saudi operations and advancing investor conversations. The Deal Flow Event on 26 August will provide the next opportunity for prospective investors to engage directly with the company
