Hajj and Umrah System Launches “Coming To Umrah” Campaign as Part of Comprehensive Readiness to Serve the Guests of Allah
منظومة الحج والعمرة تطلق حملة "جاي للعمرة" ضمن جاهزية متكاملة لخدمة ضيوف الرحمن
The Hajj and Umrah system launched the “Coming for Umrah” campaign, a step aimed at raising awareness among the Guests of Allah about services, guidelines, and behaviors that facilitate performing Umrah and enhance the quality of the experience. This aligns with the objectives of Saudi Vision 2030, which seeks to enrich the journey of the Guests of Allah and improve the services provided to them, as part of comprehensive preparations for the peak season during Ramadan, coinciding with the arrival of pilgrims from outside the Kingdom. Since the beginning of the Umrah season 1447 H, the number of pilgrims has exceeded 11.8 million. The campaign, which continues until the end of Ramadan, aims to increase pilgrims’ awareness of services, procedures, guidance, and behaviors during their spiritual journey, using diverse digital and location-based communication tools that accompany the pilgrim from the intention of Umrah until their return home. This enhances the use of the Ministry’s official awareness channels and raises adherence to positive behaviors inside the Two Holy Mosques and across all sites of the Umrah and visit journey. The campaign includes several awareness and communication activities, including location-based awareness at more than 18 contact points with pilgrims, covering ports, airports, transport stations, the Two Holy Mosques, as well as accommodation facilities, destinations, and enrichment sites. This is done through awareness screens, directional boards on roads, text messages, and other tools, alongside digital and media publication in more than six languages, expanding reach and audience diversity. The campaign is implemented in partnership with more than 24 entities from various sectors related to the Hajj and Umrah system, including government, private, and non-profit sectors, aiming to ensure that targeted awareness messages reach the largest segment of beneficiaries and to enhance the integration of roles among all entities involved in serving the Guests of Allah. The “Coming for Umrah” campaign reflects the Kingdom and its leadership’s exceptional care for the Two Holy Mosques and their visitors. It aligns with the objectives of Saudi Vision 2030 and the Guests of Allah Service Program, aiming to facilitate hosting more pilgrims, ease access to the Two Holy Mosques, provide high-quality services that achieve pilgrims’ satisfaction, and enrich their religious and cultural experience throughout their journey, from conception to memory.