Elm, a digital solutions pioneer, concluded its participation as the strategic sponsor of the Hajj Conference and Exhibition 2025, held recently in Jeddah. 

The company showcased a wide range of technological and smart solutions to enhance the experience of Hajj and Umrah pilgrims, further simplifying the pilgrimage rituals and creating an innovative digital environment that provides the highest level of convenience for the guests of the two holy mosques.

Elm exhibited the “Smart Assistant for the Guests of the Two Holy Mosques,” an advanced AI-powered assistant designed to provide an interactive and seamless experience for Hajj and Umrah visitors, using voice and text, further streamlining and expediting responses to their inquiries in multiple languages. Furthermore, it decreases congestion by quickly guiding pilgrims and Umrah performers while also increasing the ability to handle a larger number of visitors to the two holy mosques.

The company also showcased the “Call Analyzer for Guests of the Two Holy Mosques,” which converts incoming calls into text for content analysis using AI to aid comprehension of vital contexts, generate analytical reports to support decision-making, and present recommendations to improve the quality of service provided to pilgrims and Umrah performers.

The company further showcased the “Digital Twin and Simulation for Al-Rawdah Al-Sharifa,” which generates a comprehensive simulation of the experience for the pilgrims while considering their various characteristics.

Majid bin Saad Al-Arifi, official spokesman and VP of marketing at Elm, said: “The Hajj Conference and Exhibition 2025 served as a unique platform to enhance the guests’ experience of the two holy mosques.”

It provided us with the opportunity to showcase our cutting-edge smart technologies and solutions, all aimed at improving the journeys of pilgrims and Umrah performers. This reflects our constant commitment to providing exceptional services that transcend the expectations of the guests of the two holy mosques, further ensuring their comfort and the smooth performance of the Nusuk ritual. We leverage our advanced capabilities in innovation and modern technologies to make substantial developments in Hajj and Umrah services. Our approach focuses on implementing advanced strategies that promote sustainable development and improve the overall quality of our offerings.”

He added: “We believe in the importance of developing robust partnerships with key decision-makers, where coordinated efforts and collaborations can incorporate Elm’s concepts and expertise into strategic decisions to attain the desired outcome. Elm’s reliability and recognition from our government partners are vital in achieving our mutual strategic goals. We remain committed to providing assistance at all stages of project execution to ensure the accomplishment of targeted goals and the constant improvement of services.”

Hilton and the Saudi Tourism Authority have partnered to showcase the diverse travel experiences tourists can enjoy in Saudi Arabia through an engaging creative content campaign.

In a first-of-its-kind collaboration, short films and photos have been creatively produced to promote Riyadh, Jeddah, AlUla, Makkah and Madinah. These captivating visuals transport viewers to discover the country’s distinctive destinations. The campaign builds on last year’s successful partnership between the two entities, in which they created engaging seasonal content for viewers, and is now being rolled out internationally, including across the Middle East, South Africa, the UK, Germany, Italy, France, Malaysia, and Indonesia.

The announcement follows the signing of a memorandum of understanding between Hilton and STA in 2023 to explore cooperation opportunities to promote Saudi Arabia and attract visitors to the Kingdom, in line with Vision 2030. It also comes as Hilton continues its plans to more than quadruple its presence with over 70 hotels under development — adding more than 18,000 keys to its growing portfolio, introducing more of its award-winning brands, and creating over 15,000 jobs for hospitality professionals across the Kingdom — with more than half of new hires being Saudi nationals. 

The content serves as a window that immerses visitors in Saudi experiences before their arrival. It brings to life the Kingdom’s must-visit hotspots and dives into the heart of its welcoming cities. From the spiritual significance of its holy cities, and highlighting the historical treasures of Diriyah, to revelling in the beauty of ancient oases and the stunning topography of the country, the campaign covers it all.

It invites visitors to experience the very best of Saudi Arabia with Hilton, highlighting the global hospitality company’s hotels across the country including Waldorf Astoria Jeddah — Qasr Al-Sharq, Hilton Riyadh Hotel and Residences and Conrad Makkah, and demonstrating the exceptional hospitality and comfort that Hilton guests can expect.

Hilton currently operates 21 hotels in the Kingdom including the recently opened Hilton Riyadh Olaya and The Hotel Galleria Jeddah, Curio Collection by Hilton. The global hospitality company is committed to expanding its presence in Saudi Arabia with plans to grow its footprint to exceed 100 hotels in the coming years. Its development pipeline includes the recently signed agreement with Dan Company, a Public Investment Fund company, to open three resorts in Al-Ahsa; an agreement with Rua Al-Madinah Holding to open three properties at Rua Al-Madinah; and a partnership with Taiba Investments to launch the first Waldorf Astoria in Madinah.