Jeddah, Saudi Arabia – November 10, 2026

A main session at the sixth Hajj Conference and Exhibition 2026 in Jeddah explored strategies for strengthening communication campaigns and improving awareness among Hajj and Umrah pilgrims through coordinated messaging and cooperation between government agencies.

Titled “Engineering Impact in Communication Campaigns,” the session was held under the “Empowerment and Integration” track and featured representatives from the Ministry of Hajj and Umrah, the Ministry of Media, and the Pilgrim Experience Program.

Government Coordination Strengthens Pilgrim Communication

Eng. Anas bin Nasser Al-Humaid, Assistant Undersecretary for Communication and Awareness at the Ministry of Hajj and Umrah, emphasized that coordination between government agencies has become an integral part of daily operations since the launch of Saudi Vision 2030.

He highlighted the importance of understanding partners' needs, maintaining continuous communication, and aligning institutional objectives to deliver effective awareness campaigns.

“Jai Lil Umrah” Campaign Reaches 72 Countries

Al-Humaid cited the “Jai Lil Umrah” campaign as an example of coordinated communication across the pilgrim journey.

Its messages reach Umrah visitors through visa centers in 72 countries, as well as transportation services, airports, and hotels.

He emphasized that the primary objective is to ensure that guidance is clear and reaches its intended audience, regardless of which organization leads the campaign.

Understanding the Pilgrim Journey

Saleh bin Mohammed Al-Thubaiti, CEO of the Unified Hajj Media Operations Center at the Ministry of Media, explained that effective communication begins with understanding pilgrims' needs at each stage of their journey.

He noted that accumulated government experience in Hajj services helps organizations develop relevant messages that support security, operational, and healthcare efforts.

A Unified Message Across Different Organizations

Eng. Khalid bin Mithqal Al-Shammari, Director General of Strategic Communication and Media at the Pilgrim Experience Program, outlined two complementary approaches to communication planning.

The first is a vertical approach, aligning messages with the overarching objectives of Saudi Vision 2030.

The second is a horizontal approach, ensuring consistency among organizations serving pilgrims.

He emphasized that unified messaging is particularly important for international audiences, while allowing individual organizations to adapt their content creatively to different groups.

Successful Awareness Campaigns

Al-Shammari highlighted the “No Hajj Without a Permit” campaign as an example of cooperation between the Ministry of Interior, the Ministry of Hajj and Umrah, and other relevant authorities.

He also referred to the “Hayyakum Allah” identity, which conveys Saudi Arabia's hospitality and warm welcome to pilgrims.

Both examples demonstrate how coordinated communication can strengthen message clarity, credibility, and public awareness.

Communication Excellence at Hajj Conference 2026

The session formed part of the sixth Hajj Conference and Exhibition, taking place from November 8 to 11, 2026, at the Jeddah Superdome under the theme “From Makkah to the World.”

The conference brings together stakeholders to exchange expertise and explore initiatives aimed at enhancing pilgrim services and experiences.