Umrah is well known as spiritual Islamic tourism yet it has a lack of literature even the statistics indicated 6 million people visited Saudi Arabia to perform Umrah each year. Media currently plays an important role in maintaining the image of tourism destinations particularly in the context of Umrah. Thus, this paper aims to discuss the challenges met by Umrah industry in Malaysia. The study also proposes to focus on media platform such as social media application compared to traditional Word of Mouth as marketing medium to be hugely adopted in the Umrah industry. Currently media marketing applied by Umrah travel agents in Malaysia is only in the form of websites which is not well accepted by Umrah consumers. Notably, there are also several travel agents which still do not have official websites. Therefore, it is recommended for Umrah industry player to adopt social media such as Facebook as a marketing medium which have been highly recommended by researchers. This paper ended by providing several conclusions and suggestions for clear research ideas to be focused in the future.