The Indonesian Umrah market in 2026 faces both growth opportunities and challenges due to geopolitical uncertainty in the Middle East. Regional conflicts have the potential to affect airfares, exchange rates, travel schedules and the decisions of prospective pilgrims. This article aims to analyse the prospects for the Indonesian Umrah market and the implications of geopolitical conflicts for pricing strategies and strategic partnerships. The study employs a qualitative descriptive approach through a literature review of academic publications from 2022 to 2026. The results of the analysis indicate that Umrah travel organisers need to implement transparent pricing, develop packages based on market segmentation, strengthen digital communication, and forge flexible partnerships with airlines and service providers in Saudi Arabia. These strategies are necessary to maintain competitiveness, pilgrims’ trust and business sustainability amidst external uncertainty.
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Ayubi et al. (2026) studied this question.
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