PATA & Adara Partner for Asia Pacific Tourism Insights

PATA and Adara Partner to Provide Data-Driven Insights for Asia Pacific Tourism

The Pacific Asia Travel Association (PATA) has announced a new preferred partnership with Adara, a RateGain Company. Adara is a data exchange platform that provides ethically sourced traveller data. This two-year agreement aims to enhance the visitor economy in the Asia Pacific region by emphasizing data-driven decision-making, improving collaboration with governments and National Tourism Organizations, and promoting comprehensive insights into traveller behaviour.

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 travellers, ultimately driving sustainable growth for the visitor economy.”

Under the agreement, PATA and Adara will produce a co-branded industry report examining the state of advertising and measurement in Destination Management Organisations across the Asia Pacific region. Adara will lead the research and development, with PATA endorsing the report, which will be launched at one of the Association’s summits.

PATA will also promote Adara’s travel trends reports through its communication channels every quarter. Beyond these initiatives, the two organisations will identify further opportunities to provide value to members and the wider tourism industry.