About 2,900 articles were written about the airline. Cathay Pacific was the most talked-about airline in mainstream media between October 2023 and March 2024, gaining coverage on workforce shortages and flight disruptions, according to insights and intelligence provider CARMA. The airline also received coverage for its financial performance. "Hong Kong's Cathay Pacific managed to return to profitability for the first time since the pandemic, as it was impacted by the fact that its home country was one of the last to reopen. Meanwhile, Air China was considering raising its stake in Cathay Pacific this year," CARMA said. It was also the fourth most mentioned airline on social media, with mentions primarily focusing on positive customer experience. With 900 social media posts and 2,900 articles written about it, the airline accounted for 13% of social media coverage and 31% of mainstream media coverage among all airlines. Around 4.5% of articles written about Cathay Pacific mention its CEO.