How AI is Transforming Pilgrimage at the Umrah and Ziyarah Forum

MADINAH — At this year’s Umrah and Ziyarah Forum, held in Madinah, the spotlight fell on how advanced computing tools are reshaping the journey for millions of pilgrims. Government entities, private companies, nonprofit organizations, Umrah operators, investors, developers, hospitality leaders, and technology providers gathered to discuss current applications and challenges.

Discussions and workshops covered a wide range of topics: improving pilgrim and visitor experiences through digital systems, blending sustainability with technology in the Umrah and Ziyarah ecosystem, and using modern tools to document and present historical sites linked to the life of the Prophet Muhammad.

A Booking Platform That Connects the Journey

Among the exhibitors, Safa Soft presented YUUSR.COM, a booking platform built to help travelers search, compare, and purchase Umrah packages online. The company describes it as a digitally integrated experience focused on price competitiveness and ease of access. The platform was first introduced to international markets at ITB Berlin, a major travel industry event, and is now being shown to Umrah operators and stakeholders inside the Kingdom.

Hosam Al-Asali, CEO of Safa Soft, said: “YUUSR.COM enables travellers to search, compare and book Umrah packages online through a digitally integrated experience, with a strong focus on price competitiveness and accessibility. Our focus is on building solutions that are integrated, efficient and aligned with the needs of the sector.”

Industry participants noted that the Umrah sector has long suffered from fragmented booking processes and limited price transparency. Platforms like YUUSR.COM signal a move toward more connected and user-friendly service models.

Safa Soft also showcased supporting tools that handle the operational backbone of Umrah services. These include Safa Visa, a visa management system for secure data handling; Bravo, a platform connecting Saudi Umrah companies with service providers while maintaining compliance; and OTA, a solution allowing travel agencies to build customized booking platforms.

“Together, these solutions are designed to connect the full Umrah journey, from initial search and booking through to visa processing and service delivery, within a single digital framework,” Al-Asali added.

Digital Tools for a Smoother Pilgrimage

Elm, a digital solutions company, presented an integrated suite of technologies aimed at improving the pilgrim’s path from arrival to departure. Among the highlights were a multilingual guidance system and a welcome platform that serves as the first point of contact across land, air, and seaports, helping ensure a smooth arrival experience.

Managing Crowds and Predicting Movement

Ahmed Elhayek, head of the computer sciences department at the University of Prince Mugrin, spoke about how tailored technologies are being used in Madinah to manage pilgrimage services more effectively.

“Here in Madinah, we are using advanced computing to develop long-term solutions that enhance the sustainability of Umrah services,” he told Arab News. These include analyzing crowd flow and predicting congestion, offering multilingual guidance, providing updates on mosque crowd levels, estimating queue times for transport boarding, suggesting prayer slots and movement planning, offering intelligent options to reduce crowding, and using large sets of visitor data to anticipate pilgrim needs.

Elhayek also discussed a research project designed to transform the visitor experience in Madinah, both intellectually and spiritually. The project connects more than 1,000 historical landmarks linked to the life of the Prophet Muhammad using modern data techniques.

“Our vision is to create an immersive, interactive journey that blends audio, visuals, and intelligent storytelling — allowing visitors to engage with key moments of history in a meaningful and engaging way,” he said.

A Growing Forum

The forum, which concluded on Wednesday, has strengthened its position as a leading specialized platform. It attracted participants from more than 160 countries and over 32,000 visitors. The event featured 120 exhibiting entities and 150 speakers who contributed through 25 sessions and 50 workshops. More than 4,200 agreements were signed, reflecting strong interest in developing the Umrah and Ziyarah sector.

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