Mecca and Medina with new eyes: The "Tasawwur" experience redraws the details.

The Saudi Tourism Authority has launched the “Tasawwar” (Imagine) initiative, inviting visitors to immerse themselves in the experience before embarking on it, and to rediscover Mecca and Medina as richly vibrant and historical religious destinations. The campaign centers on the concept that impact isn’t limited to written information or museum exhibits, but is a comprehensive sensory experience, encouraging visitors to “imagine the impact vividly before you” – a new perspective on visiting, particularly during the holy month of Ramadan and its special spirituality.

In Mecca, the experience extends beyond religious rituals to encompass innovative cultural spaces that revitalize history with modern approaches. Museums and cultural centers don’t just display artifacts; they utilize modern technologies to immerse visitors in a journey through time, from the Abraj Al-Bait Clock Tower to the Hira Cultural District, allowing them to become part of the story rather than merely listeners.

In Medina, the connection between place and emotion is reinforced. Visiting historical sites linked to the life of the Prophet Muhammad is no longer simply about standing and contemplating, but has become an interactive experience highlighting the human and historical aspects of the events. At the Prophet’s Biography Museum, for example, events are presented through panoramic displays and precise models that recreate important moments, as if the visitor were living through them firsthand.

The campaign aims to integrate the performance of Umrah with the exploration of historical and contemporary landmarks, enhancing awareness of available activities and events and transforming the journey into a holistic experience that combines spirituality and knowledge. “Tasawwar” seeks to encourage visitors to explore new facets of Saudi heritage during the Ramadan season, and to strengthen the rich and diverse cultural identity.

“Tasawwar” is not merely a promotional campaign, but an invitation to redefine the relationship between the visitor and the place, affirming that Mecca and Medina transcend being solely religious destinations, becoming a space where faith and history intersect, and emotions transform into an unforgettable experience.