Makkah – Madinah | BETH
Sha’ban 6, 1447 AH | January 25, 2026

As part of comprehensive preparations for the holy month of Ramadan and ongoing efforts to enhance the quality of services provided to the Guests of the Two Holy Mosques, the Hajj and Umrah ecosystem continues to implement qualitative initiatives that combine smart technological transformation with comprehensive awareness programs, aimed at improving operational efficiency and enriching the experience of pilgrims and visitors, in line with the objectives of Saudi Vision 2030 and the Guests of God Service Program.

Launch of the Smart Engineering Command and Control Center at the Prophet’s Mosque

The Minister of Hajj and Umrah and Chairman of the Board of Directors of the General Authority for the Care of the Affairs of the Grand Mosque and the Prophet’s Mosque, Dr. Tawfiq bin Fawzan Al-Rabiah, inaugurated the Smart Engineering Command and Control Center at the Prophet’s Mosque, in the presence of the Authority’s Chief Executive Officer Eng. Ghazi bin Dhafer Al-Shahrani, along with a number of executive leaders. The inauguration coincides with the approaching holy month of Ramadan for the year 1447 AH.

The launch of the center represents a qualitative step reflecting the Authority’s commitment to developing the operational services ecosystem, enhancing efficiency, and elevating the experience of worshippers and visitors through the adoption of advanced smart and technical solutions that improve service quality and achieve operational excellence.

The Authority explained that the smart engineering center serves as a unified operational platform for monitoring assets and services at the Prophet’s Mosque, relying on interactive screens connected to digital operational data sources, including assets, services, visitor feedback, and operational compliance. This enhances monitoring efficiency and enables rapid response to operational reports.

The center spans an area of 315 square meters and includes 22 Barco video wall screens, in addition to a smart display screen and advanced operational systems and platforms, such as the Smart Center Notification System, the EOD system, the Compliance System (Mumtathil), Astrum, and Rased.

The center is operated by qualified human resources working across four operational shifts, ensuring 24-hour continuity and rapid handling of operational reports, particularly during peak seasons such as Ramadan and Hajj. It also supports operational governance through digital performance indicators and analytical reports based on historical, current, and predictive data, as well as integration with relevant external entities to enhance decision-making effectiveness.

Launch of the “Jaay Lil-Umrah” Campaign to Raise Awareness and Enhance the Pilgrim Experience

In parallel with operational readiness, the Hajj and Umrah ecosystem launched the “Jaay Lil-Umrah” awareness campaign, aimed at enhancing pilgrims’ awareness of services, guidelines, and positive behaviors that facilitate the performance of Umrah and elevate the overall experience. The campaign aligns with Saudi Vision 2030 objectives to enrich the journey of the Guests of God and improve the quality of services provided to them.

The campaign coincides with the arrival of more than 11.8 million Umrah pilgrims from outside the Kingdom since the start of the Umrah season for 1447 AH and will continue until the end of the holy month of Ramadan.

The initiative employs a variety of digital and on-ground communication tools that accompany pilgrims from their intention to perform Umrah until their return to their home countries, enhancing engagement with official awareness channels and promoting adherence to positive behaviors within the Two Holy Mosques and across Umrah and visitation sites.

Campaign activities include targeted awareness efforts across more than 18 points of contact, including ports of entry, airports, transportation hubs, the Two Holy Mosques, accommodation facilities, and enrichment destinations. These efforts utilize awareness screens, road signage, text messages, and other communication tools, alongside digital and media outreach in more than six languages, ensuring broad reach and audience diversity.

The campaign is implemented in partnership with more than 24 entities from the public, private, and non-profit sectors, ensuring integrated efforts and effective delivery of awareness messages to the widest possible audience.

These initiatives reflect the Kingdom’s ongoing commitment and leadership’s dedication to serving the Two Holy Mosques and their visitors, in alignment with Saudi Vision 2030 and the Guests of God Service Program, which aims to facilitate access to the holy sites, improve service quality, and enrich the religious and cultural experience of pilgrims—from intention to lasting memory.