New Insights and Qualitative Transformations Discussed in Workshops on the Third Day of the Umrah and Ziyarah Forum 2026
رؤى جديدة وتحولات نوعية تناقشها ورش العمل في ثالث أيام منتدى العمرة والزيارة 2026
The third edition of the Umrah and Ziyarah Forum gains significant local and global importance through innovation in ideas and the employment of cognitive expertise in workshops that bring together specialists and experts on a single platform to develop the Umrah and Ziyarah experience. The third day of the forum witnessed a package of specialized workshops reflecting the depth of the transformation taking place in the Umrah and Ziyarah sector, highlighting the foresight into the future of services provided to the Guests of Rahman in accordance with the goals of Saudi Vision 2030. A workshop titled "The Role of External Agents in Educating the Guests of Rahman" addressed multiple dimensions in developing the performer and visitor experience. It focused on the role of external agents in educating the Guests of Rahman and building an effective international communication system that contributes to raising the level of prior awareness and enhancing the readiness of the performer before arriving in the Kingdom, which reflects on the quality of their experience and the smoothness of their journey. In terms of technical transformation, a workshop titled "Enabling Artificial Intelligence and Emerging Technologies to Enhance the Visitor Experience in Makkah and Madinah" focused on smart solutions that support crowd management and improve service efficiency. Additionally, the workshop "Improving Communication for Performers and Visitors via Advanced Linguistic Technologies" reviewed advanced models of technologies capable of enhancing effective communication with performers from various languages and cultures. Meanwhile, the workshops discussed the "e-Journey" platform as an integrated digital model linking Umrah services into a single system that includes packages, flights, accommodation, and transportation for individuals and companies, in a step reflecting the sector's direction toward building reliable and integrated digital experiences. The workshops also touched upon the cultural and cognitive dimensions, highlighting Madinah's position as a global center for teaching the Arabic language to non-native speakers, alongside discussing protocols for receiving the Guests of Rahman—balancing historical heritage with modern field application according to contemporary field practices that keep pace with the aspirations of performers and visitors. Regarding sustainability and service integration, a number of workshops focused on the sustainability of the catering sector and maximizing its efficiency through the value chain, in addition to enhancing integration between catering, hospitality, and field services to contribute to providing a rich and integrated experience for the Guests of Rahman. The workshops also witnessed specialized discussions on developing the historical experience for the visitor and highlighting the civilized depth of Islamic sites, alongside reviewing organizational leadership models for Umrah and their role in elevating service levels and achieving operational excellence. In the hospitality sector, workshops discussed the customer journey and performance indicators as strategic tools for quality management and excellence in hotel service. Furthermore, they reviewed the historical development of the hospitality sector in Madinah and the most prominent competitive advantages the region enjoys, strengthening its position as a leading global destination for visitors. One of the workshops addressed the Hady and Adahi services provided to the Iraqi Hajj Affairs Office, within the framework of reviewing specialized operational experiences and exchanging expertise between various relevant authorities. The Umrah and Ziyarah Forum concludes its third edition today, after three days full of diverse activities. The forum featured more than 50 workshops in which a group of experts, specialists, and decision-makers participated, contributing to enriching discussions, exchanging experiences, and proposing practical solutions that support the development of the Umrah and Ziyarah ecosystem and enhance the sector's readiness to keep pace with the rapid growth in the number of performers and visitors.