PKFARE attended the 2023 Arabian Travel Market (ATM) in Dubai during May 1-4, 2023. This is the fourth time PKFARE has participated in ATM after its attendance at the event for three consecutive years from 2017 to 2019, demonstrating the company's determination to develop tourism business in the Middle East post-pandemic.

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According to a report by the World Tourism Organization, the Middle East enjoyed the strongest relative increase in 2022 as arrivals climbed to 83% of pre-pandemic numbers and in 2023 Q1 the number is 15% higher even compared to the same period in 2019, making it one of the best-performing regions in the world.

Middle East is one of PKFARE's most important target markets, and the company has continuously invested in expanding its business in the region. As early as 2018, PKFARE established a strategic partnership with Emirates Airlines, and launched Emirates Airlines NDC products in early 2019, strengthening PKFARE's air ticket distribution capabilities in the Middle East. During this ATM, PKFARE signed a cooperation agreement with Seera Group, the largest travel group in Saudi Arabia, to jointly develop air tickets and hotel business across the Middle East and Africa.

At the ATM, Jason Sui, the co-founder and senior vice president of PKFARE and his team met with more than 80 customers and partners, laying a solid foundation for deepening future cooperation. Additionally, the company also made great progress in developing new customers, with dozens of target customers interested to cooperate.

The tourism industry in the Middle East is booming, as evidenced by the popularity of the 2023 ATM. The number of attendees at the 2023 ATM increased by 29% from 2022, and even 5% higher then in 2019, setting a new record for the event. "PKFARE is going to put more efforts to develop the Middle East tourism market, and we will leverage ATM as an important platform to connect with tourism resources in the market." said Jason Sui, co-founder and senior vice president of PKFARE. "As regular visitors of ATM, we are here to exchange ideas with industry players and to create new cooperation opportunities. At ATM, which gathered thousands of tourism products and services from more than 150 countries and regions, we are able to discover the best and most suitable tourism resources for the Middle East market."