The Pacific Asia Travel Association (PATA) has officially announced a strategic two-year partnership with Adara, a RateGain Company, renowned for its ethically sourced traveller data and analytics solutions. This collaboration marks a significant step toward enhancing the Asia Pacific visitor economy through advanced data-driven strategies and actionable insights.
Under this partnership, PATA and Adara aim to strengthen engagement with governments, National Tourism Organisations (NTOs), and industry stakeholders by providing reliable and comprehensive traveller intelligence. By leveraging Adara’s data capabilities, the organisations will empower tourism leaders to make informed decisions that drive sustainable growth and enhance visitor experiences across the region.
PATA CEO Noor Ahmad Hamid commented on the newly established partnership, stating, “This transformative collaboration with Adara, a long-standing and valued member of our Association, underscores our shared commitment to empowering destinations and government bodies across the PATA network—and the wider Asia Pacific travel and tourism industry—with the intelligence and tools needed to shape effective strategies. “
He added, “This significant partnership strengthens the collective capabilities of our members, as PATA remains dedicated to advancing intelligence-driven collaboration. We sincerely thank Adara for this partnership, which will create mutual value and deliver lasting benefits to our membership and the industry at large.”
Jay Wardle, President & GM, Adara, commented: “We are delighted to partner with PATA to help shape the future of travel and tourism across the Asia Pacific region. By combining PATA’s extensive network with Adara’s permissioned first-party data and deep analytics capabilities, we can empower destinations, governments, and tourism organizations with the insights they need to make smarter, data-driven decisions. This collaboration will not only enhance strategic planning but also enable more meaningful engagement with travelers, ultimately driving sustainable growth for the visitor economy.”
A cornerstone of the partnership will be the development of a co-branded industry report focusing on the State of Advertising and Measurement in Destination Management Organisations (DMOs) across Asia Pacific. Adara will spearhead the research and analytics, while PATA will provide its endorsement, ensuring the report reflects both expert insights and regional relevance. The report is slated for launch at one of PATA’s flagship summits, offering a high-profile platform for sharing critical findings with industry stakeholders.
In addition to this report, PATA will actively promote Adara’s travel trends reports through its communications channels on a quarterly basis. This initiative aims to keep industry members and decision-makers updated on emerging patterns, traveller behaviours, and market shifts, enabling more agile and effective tourism strategies.
Beyond these core initiatives, both organisations are committed to exploring additional opportunities that deliver tangible value to PATA members and the wider tourism ecosystem. Through joint projects, workshops, and knowledge-sharing initiatives, the partnership seeks to create a data-driven framework for enhancing destination management, marketing effectiveness, and overall industry competitiveness.
By combining PATA’s deep regional expertise with Adara’s advanced analytics capabilities, the partnership promises to set a new benchmark for data-driven tourism development in the Asia Pacific. Stakeholders can expect actionable insights that inform policy, optimise marketing investments, and ultimately elevate the traveller experience across the region.
This collaboration reinforces the importance of ethical data use and innovation in shaping the future of tourism, offering a model for how industry leaders can leverage intelligence to drive sustainable growth and strengthen the economic impact of travel in Asia Pacific.
In conclusion, the PATA-Adara partnership marks a pivotal moment for the Asia Pacific tourism industry, demonstrating how data-driven insights can transform destination management, marketing strategies, and visitor experiences. By combining PATA’s regional expertise with Adara’s advanced analytics and ethically sourced traveller data, the collaboration provides a powerful framework for informed decision-making, sustainable growth, and enhanced competitiveness. This partnership not only equips governments, NTOs, and industry stakeholders with actionable intelligence but also sets a benchmark for responsible and impactful use of data, ensuring the Asia Pacific tourism sector continues to thrive in an increasingly dynamic global market.
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