TAIBA, a leading player in Saudi hospitality sector, announced its participation as a strategic partner in the third edition of the Umrah & Ziyarah Forum 2026, organized by the Ministry of Hajj and Umrah under the patronage of His Royal Highness Prince Salman bin Sultan bin Abdulaziz, Governor of Madinah Al-Munawarah, and is scheduled to take place at the King Salman International Convention and Exhibition Center from March 30 to April 1, 2026.
The forum represents the largest global gathering of Umrah tour operators, investors, developers, hospitality leaders, technology innovators, and a wide range of stakeholders within the hospitality industry.
TAIBA’s participation as a Strategic Partner stem from its significant role in supporting and advancing the hospitality sector and contributing to the development of integrated and sustainable visitor experiences. This aligns with the objectives of Saudi Vision 2030 and reinforces Madinah’s position as a leading global destination for Umrah and Ziyarah.
In this context, Sultan Al-Otaibi, Chief Executive Officer of TAIBA, stated: “Thanks to its deep-rooted expertise, TAIBA has been able to build an integrated hospitality platform covering investment, development, and operations, with a focus on experience quality and prioritizing visitor needs. From this perspective, we are proud of our strategic partnership in the Umrah & Ziyarah Forum 2026, which represents a key platform for exchanging expertise and enhancing collaboration in the hospitality sector”.
This year’s forum is expected to feature over 160 speakers, 150 exhibitors, and attract over 40,000 visitors. In addition, more than 5,000 Umrah-related agreements are anticipated to be signed, reflecting the forum’s significant economic and service impact on the sector.
Al-Otaibi added: “At TAIBA, we believe that enhancing the Umrah and Ziyarah experience begins with the integration of roles among service providers, the adoption of innovative solutions, and investment in people and place. Through our participation, we seek to share our expertise and expand our positive impact in a way that meets the aspirations of the Guests of Allah and strengthens Madinah’s position as a sustainable global hospitality destination”.
It is noteworthy that the forum will discuss key issues in the hospitality sector, unify joint efforts to develop the industry and elevate the visitor experience, exchange ideas between decision-makers and service providers, establish a unified service communication framework, shift from individual to collective efforts, innovate solutions to address existing challenges, and transform them into promising future opportunities within new horizons for the Umrah and Ziyarah sector.
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