First published: 01-Apr-2026 09:28:02

elm, a pioneer in digital solutions, is showcasing an integrated suite of advanced technologies designed to elevate the Umrah performer and visitor journey, as part of its participation as a strategic sponsor of the Umrah and Ziyarah Forum 2026, taking place from March 30 to April 1 at King Salman International Convention Center in Madinah. The event is held under the patronage of His Royal Highness Prince Salman bin Sultan bin Abdulaziz, Governor of Madinah Region.

Now in its third edition, the Forum continues to cement its position as a global platform convening decision-makers, investors, and sector leaders, as part of ongoing efforts to advance the Umrah and visitation ecosystem and enrich the religious and cultural experience for pilgrims.

During the Forum, elm is presenting a comprehensive portfolio of digital solutions that enhance every stage of the pilgrim journey. Among the highlights are “Nusuk AI”, which provides instant multilingual guidance, and “Nusuk marhaba”, which serves as the first point of welcome within a fully integrated reception ecosystem across land, air, and seaports, ensuring a seamless and reassuring arrival experience for pilgrims.

The company is also featuring the “Adahi Program” for efficient and reliable Nusuk management, as well as a platform for qualifying the workforce in the Hajj and Umrah sector, aimed at enhancing staff readiness and elevating service quality. Additional solutions include the “Fast Umrah Service” designed to streamline procedures, and the issuance of Makkah entry permits during the Hajj season via the “Muqeem” platform. elm is also presenting solutions for managing Zamzam water services and integrating with global travel platforms, delivering a connected and end-to-end digital experience.

In addition, the company is highlighting a range of its operational and technical projects supporting the visitor journey. These include crowd management systems and the organisation of miqat visits, improving the experience of visiting Al‑Rawdah Al‑Sharifa, organising visits to Quba Mosque, operating the Clock Tower Museum, and developing and operating cultural and heritage visitor centres. This reflects the integration of technical and operational roles to elevate the religious and cultural experience, in line with the objectives of Saudi Vision 2030.

The Forum continues to strengthen its position as one of the leading specialised platforms, with its previous edition drawing participation from more than 160 countries and attracting over 32,000 visitors. It featured 120 exhibiting entities and 150 speakers who delivered insights through 25 sessions and 50 workshops. The event also led to the signing of more than 4,200 agreements, reflecting growing interest in developing this vital sector.

elm’s participation in the forum underscores its role as a key enabler of the ecosystem that serves the pilgrims through comprehensive digital solutions powered by advanced technologies, including artificial intelligence (AI) and data analytics. These solutions help improve service quality, increase operational efficiency, and enhance the visitor experience across the stages of the journey, in line with the Kingdom’s aspirations to deliver an integrated religious and cultural experience.

Building on its extensive expertise in digital transformation and service integration, elm continues to strengthen its position as a national enabling partner for public- and private-sector entities. Through the development of innovative technology solutions, the company is supporting growth in the Umrah and visitation sector while reinforcing the Kingdom’s position as a provider of advanced digital services that elevate the quality of the pilgrim experience.

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