Coming To Umrah: Campaign Launched By Saudi Hajj And Umrah To Improve Guidance For Performers
The Hajj and Umrah system in Saudi Arabia has launched the "Coming to Umrah?" campaign to guide Umrah performers and visitors. The initiative focuses on services, rules, and expected behaviours. It aims to make the ritual smoother and improve the overall Umrah experience.
The campaign runs until the end of Ramadan and targets all stages of the journey. It coincides with international Umrah arrivals surpassing 11.8 million since the start of the 1447 AH season. Authorities aim to raise awareness of procedures and proper conduct from arrival to departure.
As preparations intensify for the peak Ramadan period, the campaign supports crowd management and service delivery. It offers on-site outreach at more than 18 key touchpoints. These locations include ports of entry, airports, transport hubs, accommodation, destinations, enrichment sites, and the Two Holy Mosques.
Officials have detailed where Umrah performers are most likely to encounter awareness messages and guidance. These touchpoints are outlined below to show the main areas of interaction.
| Coming to Umrah? campaign touchpoint | Example locations |
|---|---|
| Ports of entry | Land border points, seaports |
| Airports and transport hubs | International terminals, bus and train stations |
| Accommodation facilities | Hotels, residential buildings, pilgrim housing |
| Destinations and enrichment sites | Religious landmarks and educational sites |
| The Two Holy Mosques | Areas inside and around the mosques |
The "Coming to Umrah?" campaign uses awareness screens, road signs, text messages, and similar tools. Digital and media outreach support these efforts in more than six languages. This multilingual approach seeks to reach diverse nationalities and keep Umrah performers informed before, during, and after their stay.
The initiative is closely linked to Saudi Vision 2030, which targets an enriched Umrah journey. It aligns with the Pilgrim Experience Program that focuses on service quality. The campaign also aims to strengthen interaction with the Ministry of Hajj and Umrah’s official awareness channels.
By promoting positive behaviour inside the Two Holy Mosques and at every stage of travel, the "Coming to Umrah?" campaign reflects the Kingdom’s commitment under its leadership. It highlights ongoing attention to visitors’ needs while supporting organised, safe, and informed performance of Umrah throughout the 1447 AH season and Ramadan.
With inputs from SPA
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