At this year’s Umrah and Ziyarah Forum in Madinah, artificial intelligence was a key focus. (AN Photo)
MADINAH: At this year’s Umrah and Ziyarah Forum in Madinah, artificial intelligence was a key focus, bringing together government entities, private and nonprofit sectors, Umrah operators, investors, developers, hospitality leaders, technology providers, and other stakeholders to discuss its current impact and challenges.
Discussions and workshops covered topics such as enhancing pilgrims’ and visitors’ experiences through AI, integrating sustainability and digital systems into the Umrah and Ziyarah ecosystem, and using digital technologies to document and present sites linked to the life of the Prophet Muhammad.
Industry experts spoke to Arab News about how AI could transform the experience for millions of visitors.
Safa Soft showcased YUUSR.COM, an AI-driven Umrah booking platform developed as part of its digital ecosystem, representing a new wave of technology solutions aimed at improving access to Umrah services.
The platform was recently introduced to international markets at ITB Berlin, a major travel industry event, and is now being presented in the Kingdom to Umrah operators and stakeholders.
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,” he added.
Industry participants also noted that the Umrah sector has historically been marked by fragmented booking processes and limited price transparency.
The emergence of AI-driven platforms such as YUUSR.COM signals a shift toward more connected, transparent, and user-centric service models.
According to Al-Asali, Safa Soft is also showcasing a range of supporting solutions that underpin the operational backbone of Umrah services.
These include Safa Visa, a visa management system that enables secure data handling and streamlined submission processes; Bravo, a platform connecting Saudi Umrah companies with service providers while maintaining compliance and operational visibility; and OTA, a solution that enables travel agencies to deploy 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.
Elm, a digital solutions company, showcased an integrated suite of technologies designed to enhance the Umrah performer and visitor journey.
During the forum, Elm presented a portfolio of digital solutions supporting different stages of the pilgrim journey.
Among the highlights are Nusuk AI, which provides multilingual guidance, and Nusuk Marhaba, which serves as a first point of welcome within an integrated reception system across land, air, and seaports, helping ensure a smooth arrival experience for pilgrims.
Ahmed Elhayek, head of the AI department at the University of Prince Mugrin, highlighted the impact of advanced technologies tailored to the needs of Umrah visitors and the role of AI in pilgrimage management.
He told Arab News: “Here in Madinah, we are using AI to develop long-term solutions that enhance the sustainability of Umrah services, including managing human movement by analyzing crowd flow and predicting congestion, offering multilingual guidance, updates on mosque crowd levels, queue predictions for transport boarding, prayer slots and movement planning, intelligent options for reducing congestion, and using big data to anticipate pilgrims’ needs.”
Elhayek said they have been working on Madinah GPT, an AI-driven research initiative designed to transform the visitor experience in the city, both intellectually and spiritually.
Madinah GPT connects more than 1,000 historical landmarks linked to the life of the Prophet Muhammad using AI technologies, including RAG (Retrieval-Augmented Generation) and agentic AI.
He said: “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.”
The forum, which concluded on Wednesday, continued to strengthen its position as a leading specialized platform, attracting participants from more than 160 countries and over 32,000 visitors.
It featured 120 exhibiting entities and 150 speakers who contributed through 25 sessions and 50 workshops. The event also saw the signing of more than 4,200 agreements, reflecting strong interest in developing the sector.
Culled from Saudi Gazette
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