Adaa Measures Pilgrim Satisfaction During Hajj Journey

The National Center for Performance Measurement (Adaa) is conducting a comprehensive satisfaction survey of pilgrims for the 1445 AH Hajj season, covering 81 services provided by 18 government agencies. The initiative, announced on June 12, 2024, aims to evaluate pilgrim sentiment across every stage of the Hajj journey, from permit applications to the visit to the Prophet’s Mosque in Madinah and the departure process.

Context and Background

Adaa, an independent center established under Saudi law, is tasked with measuring government performance and service quality. Its year-round efforts include monitoring and improving the services offered to pilgrims in Makkah, reflecting the Kingdom’s deep commitment to hospitality and care for guests of Allah. This survey is part of an ongoing process to refine the Hajj experience and align with the broader goals of Saudi Vision 2030.

Under the leadership of the Custodian of the Two Holy Mosques, King Salman bin Abdulaziz Al Saud, and His Royal Highness Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister, the Kingdom has placed the service of pilgrims at the top of its agenda. The survey underscores the government’s resolve to harness data and feedback for continuous improvement.

Key Details

The measurement process covers the entire Hajj journey—from the initial permit application and travel arrangements, through the performance of rites, movement between holy sites, support services in Makkah, and the visit to the Prophet’s Mosque. Adaa Director General Rashid bin Abdullah Al-Qaoud emphasized that the initiative is part of the Kingdom’s broader efforts to ensure that every pilgrim enjoys a smooth and spiritually enriching experience.

In addition to the 18 ministries and agencies directly involved, Adaa evaluates services across multiple sectors, including logistics, health, safety, and accommodation. The findings will be used to identify areas for enhancement and to acknowledge the excellent service providers. This is not the first time Adaa has conducted such surveys; the center regularly monitors performance throughout the year to maintain high standards.

Implications and Impact

The survey has significant regional and international implications. For the Islamic world, it reinforces Saudi Arabia’s role as the host of the holiest sites, demonstrating a commitment to excellence in service delivery. It also positions the Kingdom as a leader in using data and analytics to improve the guest experience, setting a benchmark for other countries.

For the international community, the survey aligns with Vision 2030’s pillars of quality of life and economic growth. A well-served pilgrim is not only a spiritual fulfillment but also a positive ambassador for the Kingdom, fostering goodwill and encouraging further visits, including Umrah and leisure tourism. This aligns with the ambition to welcome 30 million pilgrims and visitors annually by 2030, supporting the tourism sector’s growth.

Vision 2030 Alignment

The Adaa pilgrim satisfaction survey is a tangible expression of Vision 2030’s commitment to excellence and quality of life. By measuring and improving service delivery, the Kingdom is investing in its most valuable asset: its people and their experiences. This initiative not only strengthens the spiritual and social fabric of Saudi Arabia but also paves the way for a more prosperous and welcoming society. The feedback will directly inform policy and strategic planning, ensuring that the Kingdom continues to enhance its global leadership in hospitality and service, all within the spirit of the Hajj and Umrah experience that touches the hearts of millions each year.

20 Questions

Q1. What is Adaa?

A1. Adaa is the National Center for Performance Measurement, an official Saudi entity that evaluates the performance of government agencies to ensure they deliver quality services efficiently, including services related to Hajj.

Q2. Why did Adaa launch this satisfaction survey?

A2. The survey aims to gauge pilgrim satisfaction with the services provided during the 1445 AH Hajj season, helping to identify areas for improvement and enhance the overall pilgrimage experience.

Q3. How many services are being measured?

A3. The survey covers 81 services provided by 18 government agencies, from permit issuance to hospitality, transportation, and support services in Makkah and Madinah.

Q4. Who leads the survey initiative?

A4. The survey is led by the National Center for Performance Measurement (Adaa), under its Director General Rashid bin Abdullah Al-Qaoud.

Q5. What is the goal of the survey?

A5. The goal is to gauge pilgrim sentiment to improve service quality, ensuring that all services meet the highest standards and contribute to a comfortable spiritual journey.

Q6. Which services are included in the measurement?

A6. The measurement includes travel arrangements, pilgrimage rituals, movement between holy sites, support services in Makkah, the visit to the Prophet’s Mosque, and the final departure.

Q7. When is the survey conducted?

A7. The survey is conducted for the 1445 AH Hajj season, which is the Islamic year 1445, corresponding to 2024, and is part of year-round efforts to measure and improve.

Q8. Who are the beneficiaries of the survey?

A8. The primary beneficiaries are pilgrims, whose experience is enhanced based on feedback, and government agencies that gain insights to refine their services.

Q9. How does the survey reflect Saudi Arabia’s leadership?

A9. The initiative demonstrates the Kingdom’s commitment to serving pilgrims under the guidance of King Salman and Crown Prince Mohammed bin Salman, highlighting a strong leadership.

Q10. What is the role of Vision 2030 in the survey?

A10. Vision 2030 promotes excellence in all sectors; this survey supports that vision by enabling service improvements that enhance the pilgrim’s experience and reinforce Saudi Arabia’s position.

Q11. Are all government agencies required to participate?

A11. The 18 government agencies that provide services to pilgrims are part of the evaluation, ensuring comprehensive assessment of all aspects of the pilgrimage.

Q12. How does Adaa measure satisfaction?

A12. Adaa uses structured surveys, feedback forms, and performance indicators to collect data, analyzing it to derive actionable insights and improve service quality.

Q13. What aspects of the Hajj journey are covered?

A13. The journey from permit application to the performance of rites, including transportation, accommodation, and religious services, is fully covered.

Q14. Does the survey include the visit to the Prophet’s Mosque?

A14. Yes, the measurement includes the experience in Madinah, particularly the visit to the Prophet’s Mosque, ensuring complete coverage of the pilgrim’s journey.

Q15. How are results used?

A15. Results are used to identify gaps, recognize good performers, and implement improvements in service design and delivery, ensuring long-term quality.

Q16. Does the survey support the Saudi tourism goal?

A16. Yes, improved pilgrim services foster a positive image, encouraging more Muslims to undertake Umrah and Hajj, which aligns with tourism growth.

Q17. Is this survey new?

A17. Adaa has been conducting such evaluations year-round, but each Hajj season receives focused attention to maintain high standards.

Q18. How does the survey affect the pilgrim experience?

A18. By listening to feedback, the government can promptly address issues, providing a smoother and more spiritually uplifting experience for pilgrims.

Q19. What role does feedback play in the survey?

A19. Feedback is crucial—it allows direct insight into pilgrim needs and preferences, enabling services to be tailored and improved proactively.

Q20. How can pilgrims participate?

A20. Pilgrims can participate through on-site or digital feedback channels provided by Adaa, offering their observations and suggestions for the enhancement of services.

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