Korea National Tourism Organization at Arabian Travel Market 2021

Arabian Travel Market (ATM) is a global event for tourism professionals to explore and create inbound and outbound travel business opportunities. Held in hybrid format for the first time in 2021, the event’s in-person segment took place at the Dubai World Trade Centre on 16-19 May, while the virtual component ran from 24-26 May.


Korea National Tourism Organization’s distinctive Korea Pavilion was designed and built by Pico to express the country’s culture in both traditional and contemporary form. The team complemented the physical presence with an extensive digital one. This embraced everything from a microsite to content marketing and advertising on social media and via email, to online exhibitor-visitor meetings before and during the event. Also included was a digital game promotion for the next Korea Pavilion at Expo Dubai in 2021.

The outcome was a strong physical presence at ATM coupled with a diverse and engaging online presence, the latter enabling the pavilion’s exhibitors to continue business as usual even in the face of international travel restrictions – right down to advertising what they had to offer.

  • Over 60,000 impressions across digital channels
  • Over 36,000 clicks on social media ads

Pico was also appointed by Dubai Department of Tourism and Commerce Marketing and LOTTE Hotels and Resorts to activate their presence.