Saudi digital solutions company Elm has presented an integrated portfolio of pilgrim journey technologies at the Umrah and Ziyarah Forum 2026 in Madinah, where it participated as a strategic sponsor of the three-day event held at the King Salman International Convention Center from 30 March to 1 April.
The solutions showcased include Nusuk AI, a multilingual AI-powered guidance tool for pilgrims, and Nusuk Marhaba, a reception and arrival management system operating across land, air and seaport entry points. Elm also demonstrated platforms covering the Adahi sacrifice management programme, a workforce qualification system for the Hajj and Umrah sector, a Fast Umrah Service for streamlining procedures, Makkah entry permit issuance via its Muqeem platform, and Zamzam water service management.
Beyond booking and logistics, Elm operates crowd management systems across key religious sites including Al-Rawdah Al-Sharifa and Quba Mosque, and manages cultural visitor centres in the region, reflecting a role that spans both digital and physical operational layers of the pilgrimage infrastructure.
Elm’s participation at the forum, alongside Safa Soft’s YUSUR.COM platform and the Nusuk app’s disclosure of 51 million users, underscores how rapidly the Umrah sector’s technology landscape is consolidating around a handful of Saudi-backed digital operators competing to own the end-to-end pilgrim experience ahead of the Kingdom’s 30 million annual Umrah visitor target under Vision 2030.
