BANGKOK – 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.

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. PATA CEO Noor Ahmad Hamid

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.

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. Jay Wardle, President & GM, Adara

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.

About PATA

Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research, and innovative events to its member organisations, which include government, state and city tourism bodies; international airlines and airports; hospitality organisations, educational institutions, and thousands of young tourism professional (YTP) members across the world. The PATA network also embraces grassroots activism of PATA Chapters and Student Chapters, which organise travel industry training programmes and business development events around the world. Thousands of travel professionals belong to 32 local PATA Chapters worldwide. Hundreds of students are members of 28 PATA Student Chapters globally. The PATAmPOWER platform delivers unrivalled data, forecasts, and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices around the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has an office in Beijing. Visit www.PATA.org.