Hajj 2023: A monumental stride toward Saudi Arabia’s Vision 2030 goals 
The annual Hajj, which commenced on June 26, although still in progress, is already setting records in terms of safety, health, organization, spiritual and social experience, infrastructure, economic impact, and public satisfaction.
A majority of these feats was made possible through the Kingdom’s investment in improvements to travelers’ experience, including the enhancement of services at King Abdulaziz International Airport in Jeddah, the training of support staff, the implementation of robust licensing policies, the monitoring of food and water quality, and the scaling up of services at the Haramain rail network to manage the significant number of pilgrims, which is the highest since the COVID-19 pandemic.
While all of the above have cost billions of riyals, other smaller, equally impactful projects, have also been a highlight of Hajj 2023, such as the collaboration between the Ministry of Hajj and Umrah and the Royal Institute for Traditional Arts to present pilgrims with artistic and cultural gifts, symbolizing the wealth and heritage of Saudi Arabia, at entry points into the Kingdom.
While it is tempting to become absorbed in the individual accomplishments of this year’s Hajj, there exists a larger underlying reason for the resounding success — the grand Saudi Vision 2030, which reinforces the role of Saudi Arabia as the custodian of the Islamic faith and the Two Holy Mosques. Thus, pilgrims’ welfare continues to be a national priority, and it has never been more evident than this year, with hundreds of personal stories from Muslims across the world testifying to their splendid spiritual experience.
One important question to ask at this point is: What does the success of the 2023 pilgrimage tell us about Saudi Vision 2030?
The achievements of this year’s Hajj render the Kingdom’s strategic framework much more promising. Enthusiastic about their pilgrimage experience, the faithful are likely to return to Saudi Arabia at times other than Hajj, which will, in turn, render the Kingdom a more popular destination for the rest of the world as well.
As a communication and media scholar, I am inclined to place word of mouth on par with the extensive media promotions and advertising surrounding Saudi Vision 2030. Ample empirical evidence has shown us that the impact of WOM on tourism is undeniable; personal recommendations from family, friends and neighbors carry weight in shaping travel destination choices. Hence, I believe that the personal accounts of pilgrims about the transformative social and cultural changes in Saudi will attract both domestic and international visitors. In today’s world, WOM has evolved through user-generated content on social networking sites and platforms. This will also further amplify the message of King Salman and the Vision 2030 goals.
• Dr. Musaab Faleh Al-Harbi is the general supervisor of media at King Abdulaziz University.
