Elm Unveils Comprehensive Tech Solutions to Transform Umrah Pilgrimage Experience

Mohammed Fathy

Last updated 3-04-2026

3 min

Elm showcased Nusuk AI and Nusuk Marhaba at the Umrah and Ziyarah Forum 2026.

Its platforms streamline entry, permits, crowd control and even Zamzam distribution.

The firm blends digital systems with on-ground operations at key religious sites.

With 51 million Nusuk users, competition for end-to-end solutions is intensifying.

Vision 2030’s 30 million target leaves little room for error or delay.

Saudi digital solutions company Elm has stepped up its presence in the Umrah technology space, unveiling a wide-ranging portfolio of pilgrim-focused platforms at the Umrah and Ziyarah Forum 2026 in Madinah. The firm took part as a strategic sponsor of the three-day gathering, held at the King Salman International Convention Center from 30 March to 1 April.

At the centre of Elm’s showcase was Nusuk AI, a multilingual artificial intelligence tool designed to guide pilgrims through their journey. Alongside it, the company presented Nusuk Marhaba, a system that manages reception and arrival procedures across land borders, airports and seaports. In simple terms, it is about making entry into the Kingdom less of a faff and more coordinated — a small but crucial detail when you are dealing with millions of visitors.

The company’s reach goes further. Elm demonstrated its role in managing the Adahi sacrifice programme, as well as a workforce qualification platform tailored for those working in the Hajj and Umrah sector. There is also the Fast Umrah Service, which aims to streamline travel procedures, and digital tools linked to Makkah entry permits through the Muqeem platform. Even Zamzam water distribution — a detail that may sound minor but is deeply symbolic and logistically complex — falls within its service portfolio.

And believe it or not, Elm’s footprint is not limited to back-end systems. The company operates crowd management solutions at key religious sites including Al-Rawdah Al-Sharifa and Quba Mosque, and it is involved in managing cultural visitor centres in the region. It shows how the business is straddling both the digital and physical layers of the pilgrimage infrastructure.

Its participation at the forum came amid growing momentum in the sector. Safa Soft’s YUSUR.COM platform was also present, while the Nusuk app recently disclosed that it has reached 51 million users. That is not a small number by any measure. It signals how quickly the Umrah technology ecosystem is consolidating, with a handful of Saudi-backed players racing to offer end-to-end solutions as the Kingdom pushes towards its Vision 2030 target of 30 million Umrah visitors annually.

I have seen over the years how founders across the region sometimes overlook religious tourism as a tech opportunity. Yet the scale here is massive, and the operational complexity is on another level. For startups reading on Arageek, it is a reminder that innovation does not only sit in flashy fintech apps or delivery platforms. Sometimes it is in the systems quietly handling permits, flows of people, or even water distribution — not glamorous, but absolutely critical.

That said, the market is clearly becoming crowded. When a few dominant platforms begin to control the full journey — from visa issuance to on-ground movement — competition will hinge on execution and reliability. I reckon the winners will be those who keep their tech spot on while also understanding the cultural and spiritual sensitivities involved.

The broader picture is clear. As Saudi Arabia advances its digital transformation agenda under Vision 2030, pilgrimage services are becoming a sophisticated, tech-driven ecosystem. For companies like Elm, the challenge now is not just scaling solutions, but ensuring they remain seamless under pressure. With millions of annual visitors in sight, there is little room for error — and definately no shortage of ambition.

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