Details of Jay's Umrah campaign to serve the guests of God during Ramadan

As part of its intensive preparations for the peak season, the Hajj and Umrah system launched a comprehensive awareness campaign under the slogan “Coming for Umrah,” which comes as part of the Kingdom of Saudi Arabia’s strategy to enhance the efficiency of services provided to pilgrims visiting the Two Holy Mosques. This initiative aims to raise awareness among pilgrims about the regulations, guidelines, and best practices that ensure they perform their rituals with ease and peace of mind, in line with the objectives of the Kingdom’s Vision 2030.

Campaign context and its strategic importance

The “Coming for Umrah” campaign is not a fleeting event, but rather part of a historic transformation underway in the Kingdom's Hajj and Umrah services sector. Since the launch of the Hajj and Umrah Services Program, one of the Vision 2030 initiatives, the operational mechanisms have shifted from mere crowd management to providing a comprehensive spiritual and cultural experience. This campaign gains particular significance with the approach of the holy month of Ramadan, which witnesses the highest annual influx of pilgrims. Statistics indicate that the number of Umrah pilgrims from outside the Kingdom has reached over 11.8 million since the beginning of the season, necessitating maximum preparedness across all sectors.

Implementation mechanisms and digital and spatial dissemination

The campaign is distinguished by its comprehensive approach, accompanying the pilgrim throughout all stages of their journey, from the initial intention to perform Umrah in their home country until their departure back home. The Ministry relies on a well-structured communication plan that includes:

• Spatial awareness: Covering more than 18 vital contact points including border crossings, airports, Haramain train stations, and the courtyards of the Two Holy Mosques.
• Linguistic diversity: Providing awareness content in more than 6 international languages ​​to ensure the message reaches the largest segment of visitors with different cultures.
• Technical means: Employing smart digital screens, interactive signage, and targeted text messages (SMS) to deliver information at the right time and place.

Integration of roles between sectors

To ensure the success of this system, the campaign is being implemented through a broad strategic partnership involving more than 24 governmental and private entities, in addition to the non-profit sector. This collaboration reflects the Kingdom's commitment to unifying efforts across all relevant sectors to deliver a leading model in crowd management and logistics, thereby streamlining procedures and enhancing the quality of services in accommodation, transportation, and cultural sites.

Expected impact on the pilgrim's experience

The “Coming for Umrah” campaign is expected to directly contribute to improving the flow of movement within the Two Holy Mosques and reducing overcrowding by raising awareness of peak times and designated routes. The campaign also aims to enrich the religious and cultural experience of pilgrims by introducing them to the historical and cultural sites in Mecca and Medina, thus realizing its slogan “From Idea to Memory” and reaffirming the Kingdom’s leading role in serving Islam and Muslims.