Saudi Hosts Tour to Help Global Operators Diversify Umrah Packages
By Abdulrazaq Auwal
More than 70 Umrah and travel companies representing over three million pilgrims worldwide have participated in a familiarisation tour of Makkah aimed at expanding cultural and historical experiences available to international Umrah pilgrims.
The initiative was organised by the Royal Commission for Makkah City and Holy Sites in collaboration with the Ministry of Hajj and Umrah, according to the Saudi Press Agency (SPA).
The tour was designed to expose Umrah companies, overseas agents and travel operators to historical landmarks, cultural attractions and curated experiences that could be integrated into Umrah packages.
Participants visited four destinations and experienced four specially designed programmes, giving them first-hand knowledge of the sites, services and activities that could complement the spiritual journey.
The programme also introduced participants to selected landmarks across Makkah and the “Discover Makkah” platform, which supports destination planning and helps operators identify experiences suitable for different categories of visitors.
Organisers said the initiative seeks to move beyond conventional Umrah packages by encouraging companies to develop programmes that combine pilgrimage with carefully planned historical and cultural exploration.
Makkah Hosts Tour to Help Global Operators Diversify Umrah Packages
The tour also created opportunities for direct engagement between international operators, destination managers and experience providers, with discussions focused on partnerships, product development and international marketing.
According to SPA, some participating companies had already begun discussions on developing new Umrah-related products and packages following the tour.
As part of the follow-up process, participating operators were also connected with multilingual Saudi tour guides to improve accessibility for pilgrims from diverse linguistic and cultural backgrounds.
The initiative further seeks to strengthen the contribution of Saudi tourism professionals in presenting Makkah’s history and heritage to visitors.
The organisers said the programme forms part of broader efforts to integrate the Umrah, travel and tourism sectors while building a network of partners capable of developing and marketing innovative Makkah experiences.
The strategy is ultimately aimed at giving international pilgrims more choices while strengthening Makkah’s position as a diversified destination within global Umrah travel programmes.
