PATA and Adara Partner to Deliver Data-Driven Insights for Asia Pacific Tourism
BANGKOK, September 23, 2025 – The Pacific Asia Travel Association (PATA) today announced a new preferred partnership with Adara, a RateGain Company (also known as Adara), a leading data exchange platform providing ethically sourced traveller data.
The two-year agreement underscores both organisations’ commitment to strengthening the Asia Pacific visitor economy by promoting data-driven decision-making, deepening engagement with governments and National Tourism Organisations, and highlighting the value of comprehensive traveller insights.
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.”
As part of the agreement, PATA and Adara will produce a co-branded industry report focused on examining the State of Advertising and Measurement in Destination Management Organisations across the Asia Pacific region. Adara will lead the research and development, with the report officially endorsed by PATA and launched at one of the Association’s flagship summits.
In addition, PATA will support the promotion of Adara’s travel trends reports through its communications channels on a quarterly basis.
Beyond these key initiatives, Adara and PATA will jointly pursue further opportunities to deliver value to members and the broader tourism industry.
