Adobe partners with Indonesian Tourism Ministry to meet growing visitor demand

  • One initiative is to strengthen the ministry’s reach by establishing an alliance with major airlines
  • Adobe Audience Manager will help identify customer segments to create targeted campaigns


Adobe partners with Indonesian Tourism Ministry to meet growing visitor demand


MINISTRY of Tourism (MoT), Republic of Indonesia, has partnered with Adobe to elevate the country’s tourism industry and deliver exceptional experiences for visitors.

By leveraging on Adobe Experience Cloud, the ministry aims to broaden its reach, connect with travellers better, and improve its competitiveness in the region.

Adobe Experience Cloud is a platform for digital marketing and will help the ministry achieve key objectives that will raise Indonesia’s profile as a destination of choice.

The partnership rides on the rising tide of Indonesian tourism, and MoT aims to capitalise on this growth.

In 2016, the country registered 12 million foreign tourist arrivals—a 15.5% increase from the year before. This year, the ministry expects 15 million foreign visitors and projects 20 million by 2019.

“Indonesia is a wonderful destination with so much to offer. We are known for our magnificent islands, pristine beaches and traditional cultures, yet there is so much more to be discovered. It is important for us to reinvent the way we tell our stories, and continually promote new destinations and activities to our audiences coming from all parts of the world, and Adobe has shown us just how that can be done.

“The partnership with Adobe will help us connect with our visitors more effectively, better understand their preferences, and be able to customise the experience for them accordingly,” said Indonesian Tourism Minister Arief Yahya (pic).

In line with the ministry’s “Go Digital” theme for 2017, Adobe’s cloud platform will help drive its digital transformation strategy and connect with today’s digital-savvy travellers.

One of the critical tools that will help ensure success is Livefyre, part of Adobe Experience Manager.

Livefyre will allow the ministry to tap into the power of user-generated content, with the ability to sieve through billions of social posts created by tourists every day, for a constant fresh flow of authentic tourist experiences to share with global audiences.

In parallel, Adobe Analytics will provide in-depth analysis of web traffic and visitors to offer insights for targeting and attracting new visitors.

Another strategic initiative is to strengthen the ministry’s network and reach by establishing an alliance with major airlines. By partnering with Adobe, not only does the ministry gain access to Adobe’s network of airline partners, it also puts itself on the common Adobe Experience Cloud platform that will better facilitate future exchanges of customer segment data between the alliance members.

Adobe Audience Manager, on the other hand, will also help identify valuable customer segments to create targeted tourism campaigns. In the first year of the partnership, the ministry aims to sign on 10 airlines partners, including Garuda Indonesia, and Air Asia for a start.

“Travelers now expect much more from the destinations they visit. Thanks to the power of the Internet and social media, consumers are empowered with more information than ever before, and with that, an appetite for more personalised experiences. Today, digital experiences are as important as physical ones, and it’s imperative to make sure it is seamless across all touchpoints.

“The tourism industry must evolve by offering fresh, targeted content to a wider segmentation of audience, in shorter turnaround times, and Adobe is excited to be working with the Indonesian Ministry of Tourism in this landmark effort to ensure every tourist visiting Indonesia gets the best possible experience,” said Tony Katsabaris, APAC Managing Director of Public Sector for Adobe.


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