Al Madinah | BETH
12 Shawwal 1447H | March 31, 2026

The Ministry of Hajj and Umrah has activated a dedicated operations room to address challenges and deliver integrated services for pilgrims arriving from outside the Kingdom, in a step reflecting high readiness to handle regional developments and ensure the smooth and safe performance of rituals.

Minister of Hajj and Umrah, Dr. Tawfiq bin Fawzan Al-Rabiah, announced—during the opening of the “Umrah and Ziyarah Forum” at the King Salman International Convention Center in Al Madinah—the activation of a joint operations room in cooperation with the General Authority of Civil Aviation and relevant entities, aimed at enhancing coordination and ensuring the comfort and safety of pilgrims.

He emphasized that the ministry and concerned entities maintain a high level of preparedness to deal with any emergency developments amid ongoing regional events.

He noted that the number of pilgrims arriving from outside the Kingdom reached 18 million, marking a growth exceeding 214% compared to 2022 and 2025, reflecting accelerated recovery and growth in the Umrah sector.

He also highlighted that pilgrim satisfaction reached 94% in 2025, alongside a doubling of capacity for visits to Al-Rawdah Al-Sharifah, which received more than 15.6 million visitors, in addition to the development of 87 historical and enrichment sites.

He added that the third edition of the forum represents a strategic platform bringing partners together to exchange expertise and build partnerships, with participation from more than 150 exhibitors, sponsorship from over 50 partners, more than 50 sessions and workshops, and the signing of over 5,000 agreements and memoranda of understanding.

A Comprehensive Transformation of Umrah

Deputy Minister of Hajj and Umrah, Dr. Abdul Fattah Mashat, confirmed that the Umrah and visitation ecosystem is undergoing a fundamental transformation covering the entire pilgrim journey—from pre-arrival planning to departure—aligned with the objectives of Vision 2030.

This came during a session titled “The Kingdom’s Integrated Model for Serving the Guests of Allah,” held within the forum and attended by several sector leaders.

Mashat explained that the ministry is working on launching development initiatives and regulating relationships with Umrah companies to enhance service quality and elevate the pilgrim experience, noting that the journey now begins with an idea and ends with a lasting impact.

He also pointed to the digital transformation through the “Nusuk” platform, which has surpassed 51 million global users, offering integrated services across all stages of the journey.

He added that the ecosystem has moved from coordination between entities to full integration and unified teamwork, adopting proactive plans to manage challenges amid regional conditions.

For his part, President of the General Authority of Civil Aviation, Abdulaziz Al-Duailej, confirmed that flights to Jeddah and Madinah airports doubled during 2025, noting that pilgrims interact with more than 20 coordinated entities serving them, while Saudi airports achieved advanced global rankings.

Meanwhile, CEO of the Pilgrim Experience Program, Mohammed Ismail, stated that guest satisfaction exceeded Vision 2030 targets, with more than 60 governmental and private entities working within an integrated system to enhance the overall experience.

BETH Analysis

The transformation in the Umrah system is no longer merely technical… it is philosophical in how the pilgrim experience is understood.

The shift from “crowd service” to “journey design” means success is no longer measured solely by the number of pilgrims, but by:

• Quality of experience
• Institutional integration
• The lasting impact carried back by the pilgrim

Notably, the involvement of more than 60 entities within a single harmonized system reflects an advanced administrative model that goes beyond coordination to unified experience management.

Umrah Forum 2026

Al Madinah is hosting the third edition of the Umrah and Ziyarah Forum 2026, with broad international participation, reflecting the rapid transformation of pilgrim service systems in the Kingdom.

The forum is organized by the Ministry of Hajj and Umrah in partnership with the Pilgrim Experience Program at the King Salman International Convention Center, bringing together more than 160 speakers and 150 exhibitors, with expectations of over 40,000 visitors.

It is held amid accelerating growth in pilgrim numbers, driving a redefinition of the pilgrim experience through an integrated model that begins with travel planning and extends through departure, combining logistics, technology, and hospitality services.

Forum sessions address key themes including:

• Service integration
• Cultural and enrichment experience development
• Crowd and transport management
• Digital solutions and hospitality

Technology has emerged as a central pillar in operating the ecosystem, through data utilization and smart systems to enhance mobility efficiency and improve crowd management.

The forum also witnesses the signing of multiple agreements and partnerships that strengthen the role of the investment sector and open opportunities for local and international companies to participate in service development.

The accompanying exhibition showcases operational models and innovative solutions in smart transport, hospitality, digital services, and sustainability—enhancing knowledge exchange and building high-value partnerships.

Closing Insight | BETH

The forum is no longer merely a sector event… but a platform to redefine the pilgrim experience globally.

The transformation is clear:

From delivering a service… to designing a complete experience
From fragmented operations… to an integrated system led by technology

The strong international presence reflects that the Umrah sector is no longer local or seasonal—it has become a globally competitive, investment-driven field.

What is happening in the Umrah sector is not just service expansion… but a comprehensive re-engineering of the visitor experience.

The large figures (18 million pilgrims – 214% growth) do not simply indicate recovery—they signal a transformation into a model that is:

• More integrated across entities
• More reliant on proactive planning
• More capable of operating under regional pressures

Raising satisfaction to 94% goes beyond service delivery… it reflects full experience management, aligning with the Kingdom’s direction toward a globally advanced, intelligent pilgrimage system.

Umrah is managed… but the experience is designed.

It is no longer only about managing large crowds—
but about crafting a complete spiritual journey.

Umrah is no longer a journey of arrival…
but an experience designed from idea to lasting impact.