elm’s Umrah digital solutions took center stage at the Umrah and Ziyarah Forum 2026, held from March 30 to April 1 at King Salman International Convention Center in Madinah. The company participated as a strategic sponsor of the event, which takes place under the patronage of His Royal Highness Prince Salman bin Sultan bin Abdulaziz, Governor of Madinah Region.
Forum Overview and Scale
Now in its third edition, the Forum serves as a global platform for decision-makers, investors, and sector leaders. The previous edition drew participation from more than 160 countries and attracted over 32,000 visitors. It featured 120 exhibiting entities and 150 speakers across 25 sessions and 50 workshops, resulting in more than 4,200 signed agreements.
elm’s Umrah Digital Solutions on Display
elm presented a portfolio of digital solutions covering every stage of the pilgrim journey. Among the featured offerings is “Nusuk AI”, which provides instant multilingual guidance to pilgrims. The company also showcased “Nusuk marhaba”, described as the first point of welcome within a reception ecosystem spanning land, air, and seaports.
Additional solutions include the “Adahi Program” for Nusuk management and a workforce qualification platform for the Hajj and Umrah sector. The “Fast Umrah Service” aims to streamline procedures, while the “Muqeem” platform handles Makkah entry permits during the Hajj season. Furthermore, elm presented solutions for managing Zamzam water services and integrating with global travel platforms.
Operational and Technical Projects
Beyond software platforms, elm highlighted several operational projects supporting the visitor journey. These include crowd management systems, organisation of miqat visits, and improvements to the experience of visiting Al-Rawdah Al-Sharifa. The company also manages visits to Quba Mosque, operates the Clock Tower Museum, and develops cultural and heritage visitor centres.
“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 and data analytics.”
elm Company
AI and Data Analytics at the Core
elm’s solutions integrate artificial intelligence and data analytics to improve service quality and increase operational efficiency. The company said these technologies enhance the visitor experience across all stages of the journey. This approach aligns with the Kingdom’s objectives under Saudi Vision 2030 to deliver an integrated religious and cultural experience.
Strategic Role in the Pilgrim Ecosystem
elm positions itself as a national enabling partner for both public- and private-sector entities. The company said its work in digital transformation and service integration supports growth in the Umrah and visitation sector. Moreover, it reinforces the Kingdom’s standing as a provider of advanced digital services for pilgrims.
The Umrah and Ziyarah Forum continues to strengthen its role as a specialised platform for advancing the pilgrim experience. elm’s broad participation reflects the growing convergence of technology and religious tourism in Saudi Arabia.
