Saweeg at the 2026 Umrah and Visit Forum

Madinah’s heritage on a platform serving pilgrims

The Umrah and Visit Forum brings together organizations working across the Umrah and visit ecosystem, supporting innovation, integration, and the continued development of the experience offered to pilgrims.

Saweeg’s participation extended its vision of presenting Madinah’s culinary heritage through a contemporary experience, introducing Sawiq and Talbinah as part of the city’s cultural and culinary story.

More than a product showcase

During the forum, Saweeg introduced visitors and participating organizations to a selection of its products and its wider experience. The presentation highlighted the relationship between product and place, as well as the role local brands can play in enriching a visitor’s journey through hospitality, gifting, and products rooted in Madinah’s identity.

The participation was not simply a product display. It created a space to share Saweeg’s story and its mission to revive Madinah’s culinary heritage in a format suited to visitors, organizations, and delegations.

From Madinah to the visitor experience

The participation reflects Saweeg’s aim for its products to become part of the visitor experience in Madinah—extending the connection with the city beyond the places visited to the flavors, stories, and sense of identity carried home.