The Ministry of Hajj and Umrah launches the “I‘ashat Thon” Challenge to enhance innovation in catering services for the guests of the Two Holy Mosques.
وزارة الحج والعمرة تُطلق تحدي "إعاشة ثون" لتعزيز الابتكار في خدمات الإعاشة لضيوف الرحمن
The Ministry of Hajj and Umrah, at its headquarters in Makkah yesterday, launched the “I‘ashat Thon” Challenge during the annual Creativity Makers gathering, as part of the Ministry’s efforts to develop the catering system and stimulate innovation in services provided to the guests of the Two Holy Mosques. The event was sponsored by His Excellency the Deputy Minister, Dr. Abdul Fattah Mashat, and attended by the Ministry’s Undersecretary for Hajj and Umrah Services, Dr. Amr Al-Maddah, along with several officials and partners. The challenge aims to attract distinguished Saudi chefs and enable them to offer innovative catering solutions that contribute to improving service quality and reflect the spiritual experience of Hajj and Umrah, within a competitive environment that supports creativity and meets global standards of quality and safety. “I‘ashat Thon” is one of the programs of the Ministry’s Center for Innovation, Creativity, and Entrepreneurship, which works on activating partnerships with entrepreneurs and startups and transforming promising ideas into implementable projects that enhance the experience of the guests of the Two Holy Mosques. The gathering also included the launch of the third edition of the “Sustainable Solutions for Guests of the Two Holy Mosques” Challenge, alongside the presentation of projects from 13 startup companies to service providers in the fields of catering, accommodation, and transportation, in preparation for signing future cooperation agreements. This challenge comes as an extension of the Ministry of Hajj and Umrah’s efforts to create innovative initiatives that enhance the efficiency of the service system and support the empowerment of national talents, contributing to providing a rich and integrated experience for the guests of the Two Holy Mosques, based on creativity and aligned with the objectives of Saudi Vision 2030.