At a Glance

  • Location: Madinah – Umrah and Visit Forum 2025
  • Date: 14 Shawwal 1446 AH / April 12, 2025

The Saudi Tourism Authority (“Soul of Saudi”) is taking part as official sponsor of the Umrah and Visit Forum 2025, whose second edition runs from April 14 to 16 at the King Salman International Convention Center in Madinah, under the theme “Soul of Makkah and Madinah,” with local and international attendance from decision-makers, investors and those interested in the Umrah and visit sector.

Through its pavilion at the forum's accompanying exhibition, the authority is showcasing the Kingdom's unique tourism, cultural and spiritual assets, with a focus on destinations and landmarks linked to the Umrah and visit journey, alongside highlighting the qualitative transformation in the services provided to guests of God, within a comprehensive vision aligned with Vision 2030's goals.

The “Soul of Makkah and Madinah” pavilion showcases the Kingdom's deep-rooted human values, including hospitality, diversity, and spiritual and cultural depth, and includes dedicated sections for the authority's strategic partners, offering an ideal opportunity to present innovative experiences and services to a diverse international audience.

The Umrah and Visit Forum is one of the most important specialized platforms bringing together government and private entities, experts and investors in the Hajj and Umrah ecosystem. The accompanying exhibition includes more than 100 pavilions, alongside more than 100 local and international speakers and 50 interactive workshops, boosting cooperation, knowledge exchange and the exploration of the latest innovations in serving pilgrims and Umrah performers.

The Soul of Saudi's participation is part of its commitment to showcasing the Kingdom's civilizational and cultural face, and achieving integration between the tourism and spiritual experience offered by Makkah and Madinah, turning them into fully integrated global destinations.