PATA signs data pact with Microsoft

BANGKOK, 2 February 2017: Pacific Asia Travel Association (PATA) has inked a collaboration agreement with Microsoft that will improve tourism data collection and create advanced analytics that will help travel industry operators serve their customers.

Experts from PATA and Microsoft will work together to upgrade the PATAmPOWER online data platform that gives members a broad range of insights into the Asia Pacific visitor economy.

This collaboration will benefits the  850-plus PATA members that come from government, state and city tourism bodies, international airlines, airports and cruise lines, educational institutions and travel industry companies in 101 countries.

inside no 8PATA CEO, Mario Hardy said: “Our goal is to produce even better data more quickly to our members in both graphic and tabular formats. The challenge with visitor data is that it is often one dimensional and pulled from a limited number of sources that may render analysis difficult and misleading.”

“We will also work together on mechanisms for data fusion and linkage, geo-tagging for PATA member attractions, and analysis of travellers’ data through credit card expenditure and social media feeds.”

“This will ensure data is pulled and analysed from various visitor touch points so that PATA members are privy to complete visitor information,” he added.

Microsoft Public Sector Asia chief technology officer, Erick Stephens said: “We are pleased to collaborate with PATA to enable its members to transform the way they engage with travellers and capture, through data, the business opportunities of tomorrow.”

Data and insights will be shared at technical or strategic demonstrations and workshops at various PATA events as well as stand-alone training programmes directed towards PATA government members.


  1. When Pata’s Strategic Intelligence Centre (SIC) was fully operational it provided the most reliable data and analysis in the industry. The clumsy way successive managers tried to save money, always of course ensuring their telephone number salaries and lavish expenses, destroyed the last value-add the association had for members. This new alliance is too little and too late and is simply yet one more opportunity to grandstand and deliver zilch.

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