'The Coolest Ihram': Saudia’s innovation for Hajj, Umrah set to shine at ATM 2025 Dubai
Patented cooling fabric designed for comfort during the holy pilgrimage
DUBAI: Saudia, the national carrier of Saudi Arabia, has unveiled the world’s first high-tech Ihram designed to provide cooling relief for Hajj and Umrah pilgrims.
Announced on World Creativity and Innovation Day, the launch reflects Saudia’s commitment to enhancing the pilgrimage experience through technological advancements.
The innovative garment, called 'The Coolest Ihram', will make its global debut at the Arabian Travel Market (ATM) 2025 in Dubai, starting April 28.
Developed in collaboration with global brand transformation agency Landor and US-based cooling textile leader brrr®, 'The Coolest Ihram' combines Islamic tradition with science-backed innovation. The garment utilises patented cooling minerals, active wicking and rapid drying technology to reduce skin temperature by 1–2°C depending on environmental and metabolic conditions. With UPF 50+ sun protection, it helps create a personal microclimate for each pilgrim, all while adhering to the religious requirements of Ihram garments for both men and women.
— Saudia Group | مجموعة السعودية (@SaudiaGroup) April 21, 2025
Hajj 2025
It comes at a time as Saudi Arabia gears up for the 2025 Hajj season. The Kingdom has set ambitious goals to accommodate six million Hajj pilgrims and 30 million Umrah pilgrims annually by 2030. As a leader in religious tourism, Saudia is playing a key role in meeting those targets with forward-looking initiatives.
Saudia has confirmed that 'The Coolest Ihram' will be available to its guests beginning June 2025, with further details on availability to be announced in due course.
ATM 2025
The Arabian Travel Market 2025, held from 28 April to 1 May at Dubai World Trade Centre, will provide a prominent global platform for the garment’s debut. With strategic partners including Dubai’s Department of Economy and Tourism (DET), Emirates, IHG Hotels & Resorts, and Al Rais Travel, the event aims to spotlight transformative travel and tourism innovations in the region.