Saudi Launches 'Coming To Umrah?' Campaign As Part Of Integrated Readiness For Umrah Performers

MAKKAH, Jan 26 (Bernama-SPA) --  Saudi Arabia has launched the “Coming to Umrah?” campaign, aimed at enhancing Umrah performers’ awareness of services, guidelines, and behaviours that facilitate the performance of Umrah and improve the overall experience.

According to the Saudi Press Agency (SPA), the initiative aligns with the objectives of Saudi Vision 2030, which seeks to enrich the Umrah journey and enhance the quality of services provided, as part of integrated preparations for the peak season during the holy month of Ramadan.

The campaign coincides with total international Umrah performer arrivals exceeding 11.8 million since the start of the 1447 AH season.

Running until the end of Ramadan, the campaign aims to raise awareness of services, procedures, guidelines, and proper conduct throughout the Umrah journey. It employs a range of digital and on-site communication tools accompanying Umrah performers from the planning stage until their return home.

These efforts strengthen engagement with the Hajj and Umrah Ministry’s official awareness channels and promote positive behaviour within the Two Holy Mosques and across all stages of the Umrah and visitation experience.

The campaign includes various communication and awareness activities, notably targeted on-site outreach across more than 18 touchpoints for Umrah performers, including ports of entry, airports, transport hubs, accommodation facilities, destinations, enrichment sites, and the Two Holy Mosques.

These activities utilise awareness screens, road signage, text messages, and other tools, alongside digital and media outreach delivered in more than six languages to expand reach and engage a diverse audience.

The campaign reflects the Kingdom’s strong commitment, under its leadership, to caring for the Two Holy Mosques and their visitors, in line with Saudi Vision 2030 and the Pilgrim Experience Programme.

-- BERNAMA-SPA