<![CDATA[This study analyzes the responses, perceptions, and adaptation strategies of Hajj and Umrah organizer associations toward Law No. 14 of 2025, particularly regarding independent Umrah, digitalization, and changing relations with the government. A qualitative phenomenological approach was employed with purposively selected informants from AMPHURI and HIMPUH. Data were collected through semi-structured interviews, participant observation, and regulatory and official-document analysis, then analyzed using the Miles and Huberman model with triangulation and member checking. The findings reveal four major themes: uncertainty surrounding derivative regulations, a paradigm shift toward independent Umrah, unequal technological and resource readiness, and stronger partnership and collaborative communication with regulators. Associations responded not only defensively but also through training, legal assistance, internal restructuring, and service innovation. The study concludes that successful transformation of Hajj and Umrah governance depends on regulatory clarity, digital readiness, pilgrim protection, and the strengthening of a co-regulation model that positions associations as active policy partners.]]>
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