An exceptional event bringing together digital innovation, spiritual travel and international tourism partnerships
Tunisia’s religious tourism sector is witnessing a new chapter in its development, as digital innovation and customer-focused services increasingly reshape the way Umrah journeys are organised. This transformation was reflected in the third edition of the Liberta Umrah and Tourism Exhibition, held on October 29, 2026, at the Conference Palace in Tunis, in an event that brought together tourism professionals, international partners, hotel representatives and visitors interested in discovering the latest developments in religious travel.
Organised by Liberta Travel and Tourism under the theme “Liberta Bets on Digital Innovation to Enrich the Umrah and Tourism Experience,” the exhibition stood out as an exceptional platform for presenting new ideas, showcasing modern travel services and strengthening professional cooperation between Tunisian and international stakeholders.
One of the most distinctive features of this edition was its strong focus on technology. Liberta presented a range of digital solutions and applications designed to simplify travel arrangements, facilitate bookings and provide pilgrims with easier access to essential information and services. Visitors were also introduced to virtual experiences inspired by the holy cities of Makkah and Madinah, allowing them to explore available services and gain a clearer understanding of the different stages of their Umrah journey before departure.
Beyond technology, the exhibition highlighted a diverse selection of Umrah packages tailored to different needs and expectations. These included programmes offering enhanced comfort and accommodation options, personalised services and continuous assistance throughout the journey, as well as arrangements designed to better accommodate people with disabilities and travellers seeking more flexible, individually tailored experiences.
The company’s digital platform also featured among the main attractions, offering visitors the opportunity to explore and book Umrah packages remotely, alongside hotel reservations and other travel-related services. Such initiatives reflect a broader shift towards more accessible, flexible and efficient travel planning.
The exhibition also served as a meeting point for tourism companies, financial institutions, hotel groups and service providers from Tunisia, Saudi Arabia and other international markets. Their participation created opportunities to exchange expertise, explore new business prospects and strengthen cooperation across the religious tourism value chain.
Particular attention was given to hospitality services in Makkah and Madinah, with representatives of hotel groups and tourism service providers presenting accommodation and travel options designed to enhance pilgrims’ comfort. The discussions highlighted the importance of coordination between travel agencies, hotels, transport operators and other service providers in ensuring a smooth and well-organised experience.
The programme also included educational and awareness activities, with specialised presentations addressing the religious principles and practical requirements of Umrah. These sessions aimed to help visitors prepare for their spiritual journey with greater knowledge and confidence. Promotional offers and prize draws, including Umrah packages and special programmes for the holy month of Ramadan, added further appeal to the event.
The strong public interest in the exhibition reflected the growing demand among Tunisian travellers for more comprehensive information, diversified offers and improved services. It also demonstrated the value of professional events that bring tourism operators closer to their customers and provide a direct space for dialogue and exchange.
Behind this initiative is the vision of Wassim Ben Amer, founder of Liberta Travel and Tourism, who has spent more than 17 years developing the company’s presence in the travel and Umrah sector. Through a combination of entrepreneurial initiative, professional experience and a commitment to innovation, he has sought to move beyond traditional travel services towards a more integrated model centred on customer satisfaction and service quality.
His approach has focused on embracing digital technologies, expanding international partnerships and paying closer attention to the needs of pilgrims at every stage of their journey. His participation in the global TOURISE Forum in Riyadh in 2025 also reflected the company’s ambition to connect its experience with wider developments in the international tourism industry.
For Ben Amer, the exhibition represents more than an annual promotional event; it is an opportunity to engage directly with the public, strengthen professional relationships and present new perspectives on the future of Umrah and religious tourism. His experience illustrates how Tunisian entrepreneurship can contribute to modernising services and creating new opportunities through innovation and international cooperation.
The third Liberta Exhibition ultimately highlighted a significant direction for Tunisia’s religious tourism industry: combining the spiritual significance of Umrah with the possibilities offered by modern technology, professional partnerships and personalised services. By placing the pilgrim’s experience at the centre of its vision, the event offered a promising perspective on how the sector can continue to evolve, while strengthening tourism cooperation between Tunisia and Saudi Arabia.
TunisianMonitorNews (Douha Essaafi)
