Saudi Arabia: Alhussam leads innovation in religious tourism

01-04-25

As part of Saudi Arabia's ambitious Vision 2030, which seeks to diversify the economy and position the country as a global tourism destination, religious tourism has become a key pillar. The recent edition of the Umrah and Ziyarah 2025 Forum, held 14-16 April at the King Salman International Convention Centre in Medina, evidenced this commitment by bringing together industry leaders to discuss innovations and improvements to the pilgrim experience.

One of the highlights of the forum was the presentation of the prestigious ‘Labbaytum’ Award to Alhussam Tourism in recognition of its excellence in serving ‘Allah's Guests’. This award, received by Abdulaziz Khogeer, CEO of Alhussam and Vice President of SIAD Holding's Umrah, Tourism and Transport sector, underlines the company's commitment to the continuous improvement of the services offered to pilgrims. Alhussam Tourism, with a history dating back to 1957, has been a pioneer in implementing comprehensive solutions for pilgrims. Its services range from customised Umrah packages for travel agents to high-end hotel bookings near the Two Holy Mosques in Mecca and Medina.

In addition, the company organises religious and leisure tours in key cities such as Jeddah, offering an enriching experience that combines spirituality and culture. During the forum, Alhussam presented its comprehensive ground services, which include airport assistance, safe and comfortable transportation, multilingual tour guides and hospitality options tailored to each pilgrim's cultural preferences. This holistic approach ensures a seamless and personalised experience from arrival to departure.

Alhussam's participation in the forum also served as a platform to establish strategic partnerships with leaders in the hotel and tourism sector. These agreements aim to expand the company's network of services and improve the overall pilgrim experience through innovative and comprehensive solutions.

The Umrah and Ziyarah Forum 2025, under the theme ‘Enriching the experience of Umrah pilgrims and visitors’, was attended by more than 150 exhibitors from over 100 countries. The event included more than 50 workshops and dialogue sessions led by 100 speakers, and numerous agreements were signed between service providers, all with the aim of enhancing the overall pilgrim experience.

In line with the goals of Vision 2030, which seeks to attract 30 million Umrah pilgrims by 2030, projects such as Rua Al Madinah are under development to improve infrastructure and accommodation capacity in Medina. This project, which will cover an area of 1.5 km², will include the construction of 47,000 hotel rooms and contribute significantly to the national GDP.

Technological innovation also took centre stage at the forum. Artificial intelligence-based solutions to improve crowd management, language translation and personalisation of pilgrimage itineraries were discussed. These initiatives reflect Saudi Arabia's commitment to the modernisation and continuous improvement of services offered to pilgrims.

The presentation of the Labbaytum Award to Alhussam Tourism not only recognises its excellence in service, but also symbolises the crucial role the company plays in the transformation of religious tourism in Saudi Arabia. With a vision focused on innovation and collaboration, Alhussam continues to lead the way towards a more enriching and accessible pilgrimage experience for millions of worshippers around the world.

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