Case Study: Nusuk Platform and the Hajj Season

Coinciding with #saudi_arabia_advances_digitally, whose tweeters celebrate Saudi Arabia's ranking as the number one e-government service provider in the Middle East and North Africa for the third time in 2024, Steady Pace Consultancy highlights the digital platforms that, with their innovative solutions, contribute to providing flexible customer experiences. Among the most prominent platforms that gain popularity from time to time, especially during the Hajj season, is the "Nusuk" platform, which recently won the World Summit Award (WSA) in the Culture and Heritage category.

The Pilgrim Experience in Saudi Vision 2030

Since Abraham (peace be upon him) laid the foundations of the Kaaba and his son Ishmael (peace be upon him), and the story of Hajar (may Allah be pleased with her) with Zamzam, every blessed corner of the Second Qibla (direction of prayer) conveys the importance of the Hajj season. To enhance the "Pilgrim Experience," services for pilgrims and Umrah performers have diversified, beginning with the era of the Prophet (peace be upon him) and the Rightly-Guided Caliphs and continuing today with Saudi Vision 2030, which aims to provide a seamless experience from planning in the pilgrim's country of origin until their return, using advanced digital solutions and logistical services.

One of the programs of the Kingdom's Vision 2030 dedicated to pilgrims is The Pilgrim Experience Program, which encompasses numerous initiatives. Among its initiatives for pilgrims from abroad is the Makkah Route Initiative, a Saudi government program launched in 2019 as part of the Pilgrim Experience Program in Saudi Vision 2030. It aims to improve the experience of pilgrims coming from seven countries (Pakistan, Malaysia, Indonesia, Morocco, Bangladesh, Turkey, and Côte d'Ivoire) by simplifying travel procedures and enhancing efficiency. According to the Saudi Press Agency (SPA), the Makkah Road Initiative, now in its sixth year, has achieved remarkable success in expediting procedures. This year, 91 service stations, 43 mobile baggage units, and 24 mobile counters powered by artificial intelligence reduced the time required to complete entry procedures for a single pilgrim from 50 seconds last year to 40 seconds this year.

According to Al Arabiya, the Ministry of Interior, in partnership with the Saudi Data and Artificial Intelligence Authority (SDAIA), recently launched the unified digital platform for Hajj permits, the "Tasreeh Platform," to issue licenses and permits that authorize holders, both domestic and international pilgrims, to enter Makkah and the holy sites. This is done through technical integration with the Ministry of Hajj and Umrah via the Nusuk platform.

The Pilgrim Experience Program

Since its launch as one of the Vision 2030 programs, the Kingdom of Saudi Arabia has celebrated its achievements in serving The Pilgrim Experience Program. The previous year saw a historic achievement, with the number reaching 18.5 million pilgrims and Hajj pilgrims from abroad. According to Al Arabiya regarding the operational plan for the Hajj season, the Holy Capital Municipality approved 3,149 regular housing permits for the 1446 AH Hajj season. This is part of its ongoing efforts to provide a safe and comfortable residential environment for The Pilgrim, after fulfilling all necessary technical and regulatory requirements. Abdulrahman Al-Sudais, President of the General Presidency for the Affairs of the Two Holy Mosques said: stated that this plan will contribute to achieving quality, leadership, and humanization of services, in the largest operational plan of the Presidency after the COVID-19 pandemic. This came following a press conference held by Saudi officials and attended by Minister of Hajj and Umrah Tawfiq Al-Rabiah.

According to Al-Riyadh newspaper, the program has provided technical achievements, such as launching initiatives such as the Iyab program, Smart Hajj, and Hajj without a Bag, in addition to comprehensive health insurance. The 2023 annual report of The Pilgrim Experience Program indicates that smart technologies have been employed to facilitate Hajj and Umrah pilgrims' procedures and enhance the digital infrastructure. One of the programs complementing the program's work is the "Nusuk" platform, which is essential for anyone coming to the Kingdom of Saudi Arabia for a spiritual journey. Those who visit the website or the dedicated app will find numerous facilities for pilgrims and Umrah pilgrims, most notably the reservation of the Noble Sanctuary, for which the instant route has been introduced as a new update, instead of waiting until next year to rebook.

About Nusuk Platform

The Ministry of Hajj and Umrah, in cooperation with the Saudi Tourism Authority, launched the Nusuk platform in 2022. This platform provides Muslims from around the world with an easy and enjoyable travel experience to Mecca and Medina, simplifying the Hajj and Umrah journey and providing access to numerous services remotely. The national platform relays a statement by the Minister of Hajj and Umrah, Tawfiq Al-Rabiah, that the Nusuk platform offers 75 services to the business sector and approximately 45 services to the individual sector. He revealed that the platform aims to serve more than 30 million people, in cooperation with more than 10,000 business entities and linking and integrating with 25 government agencies. This is to enrich the experience of pilgrims and achieve the goals of Saudi Vision 2030.

Nusuk Services

Digital Solutions

The Nusuk platform provides integrated digital support for the pilgrim experience (navigation, healthcare, and guidance). It is integrated with Vision 2030 to improve logistics and commercial services. According to Asharq business, the Nusuk app is one of the most prominent digital solutions serving pilgrims and Umrah performers. It provides more than 100 services, such as browsing campaign packages, changing transportation methods, and purchasing Hajj supplies with delivery within 48 hours. The app is used by more than 18 million people from various countries, especially India, Pakistan, Iraq, and Egypt.

According to the Saudi Press Agency (SPA), the Ministry of Hajj and Umrah has begun distributing the Nusuk smart card this year (1446 AH). More than 150,000 cards have been issued so far, with a daily production capacity of 70,000 cards per day. Pilgrims from abroad receive them upon arrival in the Kingdom through the pilgrim service company. Domestic pilgrims also receive Nusuk cards from the service company at gathering points. The card contains all the pilgrim's information, such as their residence location and contact information for the service provider, thus reducing the risk of getting lost or lost in the holy sites. The printing of Nusuk cards continues until the issuance of the necessary permits and visas for pilgrims to the House of God expires.

A Customized Hajj Experience

In line with the Kingdom's 2030 goals, Nusuk is committed to personalizing the experience of the Guests of God by providing dedicated platforms for Nusuk Hajj and Nusuk Umrah. #Nusuk_Hajj is the unified platform for booking and managing Hajj trips, serving pilgrims from Europe, North and South America, Australia, and some countries in Asia and Africa. Nusuk Hajj also offers a variety of Hajj packages to ensure a smooth and seamless Hajj experience through approved service providers. Nusuk Hajj also offers rich spiritual content on its digital platforms, providing the most valuable information every pilgrim needs, whether in terms of religious guidance, practical preparations, or enhancing the spiritual experience. This content includes:

1. Religious and educational guidance: Nusuk provides detailed guides on the Hajj rituals, explanations of supplications and remembrances, and tips for achieving humility, presented by trusted scholars and preachers, to ensure Hajj is performed in accordance with the Sunnah of the Prophet.

   
   

2. Practical information: It provides real-time updates on prayer times, weather conditions in Mecca and the holy sites, and interactive maps of Mina, Arafat, and Muzdalifah, helping pilgrims plan their movements easily.

   
   

3. Interactive and spiritual content: It includes short videos and social media posts that tell the stories of pilgrims, highlighting the importance of Hajj.

Nusuk and Religious Tourism

In January 2025, the Ministry of Hajj and Umrah, in collaboration with the Digital Government Authority and Digital Saudi Arabia, achieved a historic achievement with the #Nusuk platform winning the 2024 World Summit Award (WSA) in the Culture and Heritage category. Nusuk competed against more than 900 technology projects among the most important digital projects in the world. This highlights the digital solutions provided by the Kingdom of Saudi Arabia to pilgrims. The award highlights Nusuk's support for local companies and entities, contributing to achieving the goals of Saudi Vision 2030 and strengthening its global leadership in facilitating religious tourism. Among the most prominent tourism services provided by Nusuk to pilgrims are the following:

• Nusuk Marketplace

Ahmed Al-Mayman, CEO of the Nusuk platform stated to Al-Eqtisadiah, that the number of Nusuk users has exceeded 15 million worldwide. To provide a unique experience for pilgrims, 80 tourism programs have been provided by 400 licensed and accredited tour guides in Saudi Arabia. In addition, 13 local and 10 international brands have been enabled in the Nusuk marketplace, adding 40 Umrah-related products, such as ihram garments, health supplies, and other souvenirs.

• Visit Saudi Arabia

Nusuk collaborates with the Saudi Tourism Authority through its prominent interactive platform, "Visit Saudi". According to Okaz newspaper, Nusuk has contributed to increasing incoming flights to Jeddah and Medina to 216 direct destinations, rehabilitating 10 Islamic historical sites, and diversifying 18 enrichment destinations. In addition, it helps pilgrims plan their trips, learn about different types of visas and how to apply for them, and book hotels and packages, choosing all relevant details before leaving their countries and until their return.

Finally, the public and private sectors are working together, in light of Saudi Vision 2030, to enhance the pilgrims' experience, providing advanced digital services such as the Nusuk platform, to ensure a smooth and safe spiritual journey. This cooperation enhances pilgrims' satisfaction and loyalty, supports a thriving economy and a vibrant society, and creates an ambitious nation that opens the doors to a promising future for its people and for the guests of God from all over the world.