Adobe Partners with Indonesia’s Ministry of Tourism to Meet Growing Visitor Demand

The 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 Adobe Experience Cloud, the ministry aims to broaden its reach, connect with travelers better, and improve its competitiveness in the region.

The partnership rides on the rising tide of Indonesian tourism, and MoT aims to capitalize on this growth. In 2016, the country registered 12 million foreign tourist arrivals—a 15.5 percent increase from the year before. This year, the ministry expects 15 million foreign visitors and projects 20 million by 2019.

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 travelers.


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.



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