"Integrating Efforts, Developing Experiences, and Sustaining Services"... Among the Themes of the Umrah and Ziyarah Forum Sessions
تكامل الجهود وتطوير التجارب واستدامة الخدمات".. ضمن محاور جلسات منتدى العمرة والزيارة
The third edition of the Umrah and Ziyarah Forum witnessed a series of panel sessions with the participation of a group of leaders and specialists from government entities and the private sector. The sessions discussed a package of topics related to documenting Prophetic biography sites, preserving historical locations, and integrating the Guests of Rahman service ecosystem, alongside envisioning the future of the Umrah and Ziyarah experience through modern technologies, Artificial Intelligence, the development of the hospitality sector, and the unification of awareness messaging. The panel sessions addressed several specialized themes. The session titled "The Experience of National Institutions in Verifying Prophetic Biography Sites" reviewed institutional efforts in documenting these sites based on scientific methodologies that combine historical and geographical sources, enhancing the reliability of cognitive content related to the Prophet's biography. Meanwhile, the session "The Experience of National Institutions in Caring for Sites and Enriching the Visitor Experience" discussed ways to preserve and develop historical sites, transforming them into attractions that enrich the visitor's journey through the integration of efforts between relevant authorities. The session "Sharia Rulings and Controls Related to Sites Associated with the Prophet's Biography (Peace and Blessings Be Upon Him)" addressed the jurisprudential and regulatory aspects of visiting such sites, aiming to balance the preservation of their sanctity with the organization of visits. Additionally, the session "Scientific Methodologies in Documenting and Verifying Historical Sites: (Historical and Geographical Research Methods) in Studying Prophetic Biography Sites" reviewed approved research frameworks, including historical research tools and geographical analysis. The session "The Kingdom’s Integrated Model for Serving the Guests of Rahman in Light of Vision 2030"—featuring His Excellency the Vice Minister of Hajj and Umrah, Dr. Abdulfattah bin Sulaiman Mashat; His Excellency the President of the General Authority of Civil Aviation, Mr. Abdulaziz bin Abdullah Al-Duailej; and the CEO of the Pilgrim Experience Program, Eng. Mohammed Abu Al-Khair Ismail, and moderated by the Deputy Minister of Hajj and Umrah for Umrah Affairs, Eng. Abdulmohsen Al-Salem—touched upon the integration of the service ecosystem provided to pilgrims and Umrah performers, starting from air transport, through hospitality services, and ending with enrichment experiences within an integrated framework reflecting the goals of Saudi Vision 2030. The panel session "Rua Al Madinah: Shaping the Future of the Visitation Journey" highlighted the Umrah and Ziyarah Forum as a global platform for partnerships and for shaping the future of the Umrah journey. The session addressed the project for naming neighborhoods, streets, paths, and avenues within the "Rua Al Madinah" project. It also touched upon the role of Rua Al Madinah Holding—one of the Public Investment Fund companies—as a partner in the hospitality experience, integrating cultural identity with modern urban development elements, attracting investment, and stimulating economic growth in support of Saudi Vision 2030. On the international front, the session "Building a Connected Travel Ecosystem," featuring leaders from the aviation, technology, and hospitality sectors, discussed ways to enhance travel experience integration by employing data, digital identity, and cross-sector integration. Meanwhile, the session "Artificial Intelligence and Empowering the Performer and Visitor Experience" reviewed the role of smart technologies in improving the journey at various stages—from search and travel planning to booking, payments, digital services, and through to the experience of arrival, accommodation, and transportation. It also discussed the contribution of smart technologies and data analysis in enhancing service efficiency, raising trust and reliability, and providing a smoother, higher-quality experience for the Guests of Rahman. The session "Elevating the Hospitality Experience in Madinah" addressed the rapid transformation of the hospitality sector in Madinah as one of the key enablers for developing the performer and visitor experience by discussing mechanisms to attract local and international hotel brands and raising service quality and operational excellence standards, thereby strengthening Madinah’s position as a global destination. Meanwhile, the session "‘Coming to Umrah’: Integration in Unifying the Awareness Message" discussed the importance of enhancing integration in educating the Guests of Rahman through joint campaigns, contributing to unified awareness messages and more impactful content. These panel sessions embody the cognitive momentum witnessed by the Umrah and Ziyarah Forum through scientific and practical discourse reflecting the integration of roles between relevant authorities toward building a sustainable ecosystem based on innovation, technology, and effective partnerships, consolidating the Kingdom's position as a leading global destination in serving the Guests of Rahman.