Visit Sofia is presenting Sofia at the 33rd edition of Arabian Travel Market (ATM), taking place from 14 to 17 September 2026 at Dubai World Trade Centre. Arabian Travel Market brings together 1,405 organisations, institutions and companies from the UAE and around the world, along with leading representatives and experts from the tourism industry. The event provides a platform for establishing new business contacts and partnerships in the tourism sector.
Sofia’s participation in one of the leading tourism events in the Middle East is an opportunity to showcase the capital to industry professionals, tour operators, airlines and potential partners, as well as to promote the city among travellers from the region.
During the exhibition, Visit Sofia presents Sofia as a year-round city destination with a rich cultural and historical heritage and a wide range of opportunities for cultural, urban, business and MICE tourism. The participation is focused on establishing new professional contacts and developing partnerships.
The strong air connectivity between Sofia and the UAE creates further opportunities for developing tourism exchange. Four direct flights per week operate between Sofia and Dubai with flydubai. From 27 October 2026, Wizz Air will also resume its direct Sofia–Abu Dhabi service, operating three times a week.
