Madinah – April 13, 2025
"elm", the digital solutions leader, will participate as a strategic sponsor of the 2025 Umrah and Ziyarah Forum (UZF), taking place from April 14–16 at King Salman International Convention Center in Madinah, under the esteemed patronage of His Royal Highness Prince Salman bin Sultan bin Abdulaziz, Governor of Madinah province – may Allah protect him. Now in its second edition, UZF solidifies its position as a global platform attracting decision-makers, investors, and sector leaders, all working toward a shared goal: advancing the Umrah and Ziyarah ecosystem and enriching spiritual and cultural journey of pilgrims.
As part of its participation, "elm" will showcase a range of its cutting-edge digital solutions designed to enhance the overall pilgrimage experience, notably the AI-powered “Smart Assistant", to deliver interactive multilingual services via voice and text — easing visitor flow and reducing congestion. Also on display will be elm's “Pilgrim Call Analyzer", which converts incoming calls into analyzable transcripts, delivering smart reports to support informed decision-making and service quality enhancements.
"elm" will also present a variety of projects that support pilgrims and visitors along their journey — from crowd management, visit coordination at Miqats, and enhancements to Rawdah visit experience, to managing visits to Masjid Quba and operating the Clock Tower Museum, as well as cultural projects in the operation of heritage visitor centers and cultural sector monitoring initiatives, all in alignment with Saudi Vision 2030's objective of enriching pilgrims' religious and cultural experiences.
Majid bin Saad Al-Arifi, the Official Spokesman and CEO Vice President of Marketing at "elm", emphasized that the company's participation stems from its commitment to developing innovative digital solutions that elevate services provided to pilgrims and support a fully connected digital system covering every step of the spiritual journey. He noted that elm's “Digital Twin" model, simulating Al-Rawdah visit experience, helped facilitate over 17 million bookings, while “Nusuk Marhaba" successfully served +12 million Umrah pilgrims.
Al-Arifi also highlighted the forum as a valuable platform to showcase elm's latest smart technologies and applications that boost sector readiness and enhance services, following best-in-class tech standards.
elm's UZF presence reflects its role as a strategic partner in supporting hajj and umrah ecosystem, delivering comprehensive digital solutions that align with Vision 2030 and contribute to fostering operational efficiency and pilgrim satisfaction. This participation builds on elm's involvement in Hajj & Umrah Conference & Exhibition, held in Jeddah in January 2025, where the company unveiled smart innovations aimed at promoting and facilitating pilgrims' journey.
Backed by deep experience in digital transformation and integrated support services, "elm" continues to support relevant stakeholders in designing and deploying advanced technology solutions, reinforcing Saudi Arabia's leadership in serving Islam and Muslims around the world.