TheFace: Noor Balfaqeeh, PR head at Saudi National Center for Performance Measurement

Noor Balfaqeeh and her family. (AN photo by Ziyad Alarfaj)
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Updated 03 March 2020
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TheFace: Noor Balfaqeeh, PR head at Saudi National Center for Performance Measurement

My upbringing influenced my choice of career and determined the things that I am passionate about. As a purpose-driven person, I find meaning in everything I do and turn it into the fuel that keeps me moving.

Born in Jeddah and raised in Madinah, I was the eldest child in the family home which put me at the forefront of responsibility. Looking after my siblings and helping my mother with chores, taught me how to depend on myself and care about others.

I grew up in a house close to the Prophet’s Mosque in Madinah, which turned it into a motel-like destination, where we would receive friends and relatives from all over the world. I also remember that we used to free-up two rooms of the house every Hajj season to host pilgrims, and this awakened a sense of giving in me.

As a teenager, I helped my father in his work, mainly writing and publishing books. I also assisted him in his genealogy work, which is the study of families and tracing lineages.

Besides enjoying my time with the non-stop guests and playing with my sisters, school was the biggest joy of my life. When I did not come first in my class, I would be second.

In 1994, I graduated from high school as one of the top 10 students and would have gone to engineering college if it had been available for girls. Instead, I studied at King Abdul Aziz University from where I gained a bachelor’s degree in linguistics. I later obtained a master’s degree in translation from the University of Birmingham.

My husband is a great man. Ever since I left my parents’ house, he has been my partner, a great father to our children, my mentor and above all my soul mate. Together we have been on a quest to find a good life together and aid the development of each other.

I am a mother of four beautiful jewels; two of them are adults and are out of the nest studying abroad. The other two little girls are the joy of my life and we are enjoying life’s adventures together.

I am the head of public relations and communication at the National Center for Performance Measurement (Adaa). Joining Adaa in 2018 was an adventurous move and a life-changing decision. I had to move to Riyadh with my family after spending five years as head of communications and sustainable business at multi-national company Unilever, in Jeddah.

My career in public relations and communications started in 2007 at Effat University.

The qualities that were deeply embedded in me for helping and serving others came to good use when I became a certified consultant of Birkman psychometric assessment.

WildFit Arabia is another project that I am working on with two of my dear friends. The program is a unique nutritional and lifestyle challenge that helps people to maintain a healthy weight and lead a healthy lifestyle.

I am also translating a book by a scientist and scholar who changed my life when I attended many of his workshops.

My journey of self-exploration started in 2011 and paved the way for many positive changes in my life on professional, personal, social and spiritual levels. I am a resilient person who is filled with peace and love for everyone and everything.

My biggest achievement was to holistically stabilize myself emotionally, socially and professionally, something which allowed me to become better in all aspects of my life.

Every morning I meditate and remind myself, “I am full of hope and gratitude, I am determined to give and serve, I am full of confidence that I am better in every role I play in this life.”

The motto I stand by is: Every day and in every way, I am getting better and better. So, I know that even the sky is not my limit and with good intention I will continue positively impacting the lives of whoever crosses my path.


Saudi Arabia congratulates Bahrain on election to UN Security Council

Updated 04 June 2025
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Saudi Arabia congratulates Bahrain on election to UN Security Council

  • Bahrain will begin its 2-year term as a nonpermanent member of the council on Jan. 1, 2026
  • It was elected alongside Colombia, the Democratic Republic of the Congo, Latvia and Liberia

RIYADH: Saudi authorities congratulated Bahrain on Tuesday after the nation was elected to serve as a nonpermanent member of the UN Security Council for the term 2026-2027.

The election of the country “confirms the international community’s confidence in Bahrain’s ability to contribute effectively to strengthening international peace and security,” the Saudi Foreign Ministry said.

The Kingdom wished Bahrain success in representing the interests of the Arab group of nations within the UN and in carrying out its duties as a member of the council.

Bahrain was elected alongside Colombia, the Democratic Republic of the Congo, Latvia and Liberia, all of which will serve two-year terms beginning Jan. 1, 2026.

The 15-member Security Council, which is responsible for maintaining international peace and security, consists of five permanent members — China, France, Russia, the UK and the US — plus 10 nonpermanent members elected by the General Assembly to serve staggered, two-year terms. Bahrain and the other newly elected nations will therefore join five existing nonpermanent members whose terms conclude at the end of 2026: Denmark, Greece, Pakistan, Panama and Somalia.
 


What is the Hajj pilgrimage and what is Eid Al-Adha? Why are they significant for Muslims?

Updated 03 June 2025
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What is the Hajj pilgrimage and what is Eid Al-Adha? Why are they significant for Muslims?

  • Hajj is the annual Islamic pilgrimage to Makkah in Saudi Arabia and involves a series of religious rituals
  • It is also one of the Five Pillars of Islam, in addition to the profession of faith, prayer, almsgiving and fasting

Once a year, large numbers of Muslim pilgrims converging on Saudi Arabia unite in religious rituals and acts of worship as they perform the Hajj, one of the pillars of Islam. They fulfill a religious obligation, immersing themselves in what can be a spiritual experience of a lifetime for them and a chance to seek God’s forgiveness and the erasure of past sins.
Here’s a look at the pilgrimage and its significance to Muslims.
What is the Hajj?
The Hajj is the annual Islamic pilgrimage to Makkah in Saudi Arabia and involves a series of religious rituals. It’s required once in a lifetime of every Muslim who can afford it and is physically able to make it. Some Muslims make the journey more than once.
It is also one of the Five Pillars of Islam, in addition to the profession of faith, prayer, almsgiving, and fasting.
When is the Hajj?
The Hajj occurs once a year during the lunar month of Dhul-Hijja, the 12th and final month of the Islamic calendar year. This year, the Hajj will start on June 4.
When the Hajj falls during the summer months, the intense heat can be especially challenging. Amid extremely high temperatures last year, more than 1,300 people died during the Hajj, Saudi authorities announced then. The country’s health minister said at the time that the vast majority of the fatalities were unauthorized pilgrims who walked long distances under the sun.

Muslim worshippers walk on the streets in Saudi Arabia's holy city of Makkah during the annual Hajj pilgrimage, June 2, 2025. (AFP)

What's the significance of the Hajj to Muslims?
For pilgrims, performing the Hajj fulfills a religious obligation and is also a deeply spiritual experience. It’s seen as a chance to seek God’s forgiveness for past sins, to grow closer to God and to walk in the footsteps of prophets.
Communally, the Hajj unites Muslims of diverse races, ethnicities, languages, and economic classes from around the world in performing religious rituals and acts of worshipping God at the same time and place. This leaves many feeling a sense of unity, connection, humility, and equality. Pilgrims also show up with their own personal appeals, wishes and experiences.
Many pilgrims bring with them prayer requests from family and friends that they would like to be said on their behalf.
Some spend years hoping and praying to one day perform the Hajj, or save up money and wait for a permit to embark on the trip.
Ahead of the journey, preparations may include packing various essentials for the physically demanding trip, seeking tips from those who’ve performed the pilgrimage before, attending lectures or consulting other educational material on how to properly perform a series of Hajj rituals as well as spiritually preparing oneself.

A Muslim pilgrim prays overlooking the Kaaba at the Grand Mosque complex in the holy city of Makkah before the annual Hajj pilgrimage, June 2, 2025. (AFP)

What are some of the rituals that pilgrims perform?
Pilgrims make the intention to perform the Hajj, and they enter a state of “ihram.” Being in ihram includes abiding by certain rules and prohibitions. For instance, men are not to wear regular sewn or stitched clothes that encircle the body, such as shirts, during ihram. Instead, there are simple ihram cloth garments for men; scholars say the purpose is to discard luxuries and vanity, shed worldly status symbols and immerse the pilgrim in humility and devotion to God.
A spiritual highlight of the Hajj for many is standing on the plain of Arafat, where pilgrims praise God, plead for forgiveness and make supplications. Many raise their hands in worship with tears streaming down their faces.
Other rituals include performing “tawaf,” circumambulating, or circling the Kaaba in Makkah counterclockwise seven times. The Kaaba, a cube-shaped structure, is the focal point toward which Muslims face during their daily prayers from anywhere in the world.
Among other rituals, pilgrims also retrace the path of Hagar, or Hajjar, the wife of Prophet Ibrahim, who Muslims believe ran between two hills seven times searching for water for her son.
What is Eid Al-Adha?
Eid Al-Adha, or the “Feast of Sacrifice,” is the Islamic holiday that begins on the 10th day of the Islamic lunar month of Dhul-Hijja, during the Hajj.
A joyous occasion celebrated by Muslims around the world, Eid Al-Adha marks Ibrahim’s test of faith and his willingness to sacrifice his son as an act of submission to God. During the festive holiday, Muslims slaughter sheep or cattle and distribute some meat to poor people.


Saudi Ministry of Defense deploys evacuation aircraft to safeguard pilgrims’ health during Hajj

Updated 03 June 2025
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Saudi Ministry of Defense deploys evacuation aircraft to safeguard pilgrims’ health during Hajj

  • The ministry will provide advanced ambulance services for transferring emergency patients from Hajj destinations
  • Its logistical and medical teams will oversee aerial evacuations in coordination with the Ministry of Health

MAKKAH: The Saudi Ministry of Defense will deploy a fleet of aerial evacuation aircraft to respond to emergency medical cases during this year’s Hajj season, set to start on June 4.

The ministry will provide advanced ambulance services for transferring emergency health cases from Hajj destinations to hospitals inside and outside Makkah.

An estimated 1.25 million Muslims are taking part in the Hajj pilgrimage, and between June 4-9, they will visit Makkah as well as Mina, Muzdalifah and Mount Arafat, key holy sites for pilgrims.

The ministry’s logistical and medical teams will oversee aerial evacuation operations in coordination with the Ministry of Health. Each aircraft is equipped with devices and supplies similar to a hospital’s intensive care units, the Saudi Press Agency reported.

Stationed at locations near the holy sites, the aircraft will quickly respond to emergency cases to safeguard the health of pilgrims. The ministry’s announcement is part of broader health initiatives launched by Saudi authorities and companies during the Hajj season.

On Monday, Saudi authorities announced the use of drones to deliver medicines and other medical supplies to patients during Hajj, cutting delivery times from an average of one hour to just six minutes.

The initiative, covering a network of more than 136 locations at several sites, will be able to provide more than 2,000 types of medicines and other medical supplies.


Smart Hajj: How authorities are preparing for crowd control

Updated 03 June 2025
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Smart Hajj: How authorities are preparing for crowd control

  • Safeguarding pilgrims and managing their movement takes careful planning

MAKKAH: Each year, the eyes of the world turn to Makkah, where millions of pilgrims from a range of nationalities, ethnicities and cultures gather in a remarkable spiritual gathering that symbolizes the unity of Islam.

In this vast diversity and sheer scale, the foremost challenge lies in managing the movement of crowds in a brief timeframe and a geographically constrained area encompassing the Grand Mosque and the Holy Sites.

Alhough Hajj is, at its core, an act of worship, safeguarding pilgrims and managing their movements requires meticulous planning, technical precision, and close coordination between security, health, service and technology organizations.

The movement of crowds in Makkah and the Holy Sites is managed by a centralized, data-driven strategy that relies on real-time inputs from surveillance cameras, aerial monitoring and location-tracking applications. (SPA)

Preparations for this year’s season underscored Saudi Arabia’s ability to integrate advanced technologies, institutional expertise, and forward-thinking initiatives to successfully orchestrate one of the most complex logistical operations in the world.

The movement of crowds in Makkah and the Holy Sites is managed by a centralized, data-driven strategy that relies on real-time inputs from surveillance cameras, aerial monitoring and location-tracking applications.

This integrated approach allows authorities to respond effectively to emergencies, proactively reroute pedestrian flow, anticipate congestion points and guide pilgrims with precision, ensuring the seamless and dignified continuation of rituals at every stage.

Coordinating the movement of over 2 million pilgrims in such a densely concentrated setting is a remarkable global accomplishment by any standard.

Akram Jan, Crowd management expert

Crowd management expert Akram Jan spoke to Arab News about the efforts that went into organizing the Hajj season.

“Coordinating the movement of over two million pilgrims in such a densely concentrated setting is a remarkable global accomplishment by any standard,” he said.

Saudi Arabia, he said, has become a global leader in crowd management, offering valuable insights for other countries.

Crowd control for the pilgrimage includes carefully calibrated timetables, which significantly reduce congestion and enhance overall safety.

He said that such crowd control is achievable only through high-level inter-agency coordination, intensive field team training, and the ability to respond swiftly to changing conditions on the ground.

Hotelier Mohammed Hakim spoke to Arab News about how the Kingdom’s Hajj and Umrah preparations have progressed over the years.

These changes have redefined the sector, shifting it from a seasonal service model to a comprehensive, year-round industry.

He said: “It is now evident that the experience of pilgrims extends far beyond the performance of rituals; it has evolved into a comprehensive, well-orchestrated journey that meets the highest standards of service and excellence.”

“We are now in the era of ‘Smart Hajj,’ where crowds are managed through applications, meals are distributed via digital platforms, and the quality of camps and accommodations is continuously monitored through real-time sensors and data analysis,” he added.

“Pilgrim satisfaction is measured from the moment they arrive in the Kingdom until their departure, all with an unprecedented level of digital transparency.

“We are entering a new era for Hajj and Umrah — one that transcends boundaries and is no longer confined to specific seasons. It is driven by a vision of continuous growth, institutional integration, and human empowerment, moving toward a values-driven economy rooted in a deep commitment to renewal and progress.”

 


Traditional Saudi crafts adorn pilgrimage route

The billboards feature designs inspired by traditional motifs and crafts such as weaving, reflecting national identity. (SPA)
Updated 03 June 2025
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Traditional Saudi crafts adorn pilgrimage route

  • Saudi Arabia has one of the world’s largest and most interconnected road networks, facilitating pilgrim and tourist movement across the Kingdom

MAKKAH: Traditional arts and crafts through a modern visual lens can be seen along the Hijrah Road between Makkah and Madinah.

The recently completed billboard project, carried out by the Roads General Authority in collaboration with the Royal Institute of Traditional Arts, known as Wrth, aligns with the Year of Handicrafts 2025.

The billboards feature designs inspired by traditional motifs and crafts such as weaving, reflecting national identity, the Saudi Press Agency reported on Tuesday.

The billboards feature designs inspired by traditional motifs and crafts such as weaving, reflecting national identity. (SPA)

Illustrations highlight the beauty of local arts and regional patterns with the aim of enriching pilgrims’ cultural experience and promoting heritage tourism.

Saudi Arabia has one of the world’s largest and most interconnected road networks, facilitating pilgrim and tourist movement across the Kingdom, and strengthening efforts to highlight its cultural heritage across the regions.

The Roads General Authority has also launched a “mobile sites” service on the Hijrah Road to help pilgrims if their buses break down, ensuring their comfort and safety as they travel between Makkah, Madinah and the holy sites.

The service operates 24/7 during Hajj on the Hijrah Road and can accommodate around 40 pilgrims. It includes air conditioning, rest areas, restrooms, cold beverages and meals.