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services and Middle East carriers like this approach,” says Watson, With a longstanding presence in the Middle East, HAE Group has forged many strong business relationships over the years. It has become an indispensable link connecting Asia, Africa, Europe and the USA. This integral role in facilitating trade and logistics across these continents has contributed to the company’s growth and reputation in the region. Currently the group represents Royal Jordanian, El Al and Egyptair.

Uncontrollable variables

In the face of global challenges witnessed over the past three years, the Middle East region, much like any other, displayed remarkable resilience. Though subjected to uncontrollable variables, the region endured alongside the rest of the world. However, what sets it apart is the swift rebound it experienced, surpassing many other parts of the globe. This rebound not only enabled HAE Group to sustain its commitment to serving customers but also allowed the group to proactively strategise for the revival of capacity in the region.

While it would be inaccurate to label it as existing in a bubble, the Middle East market exhibits the same ebbs and flows as any other. Nevertheless, it possesses a commendable strength and tenacity that contribute to its overall resilience. This market’s ability to endure and recover exemplifies its steadfastness and positions it as a robust and dynamic player in the global landscape.

Watson says: “The current market is super competitive. It always has been, but with the re-introduction of capacity across the region, it has been even more so. The one positive that we are seeing, whilst there is a lot of new or returning capacity, there is also slowly increasing demand. The Sea/Air business remains the primary service and we are seeing volume slowly increasing ex Asia via the Middle East, and in countries like Egypt, locally produced goods continue to support the additional capacity.”

Crucial transit role

Watson considers that transit airfreight plays a crucial role in the region, especially for countries like the UAE, Bahrain and Saudi Arabia. These nations serve as vital hubs for cargo movement, forming