The Data Appeal Company and Mabrian have signed a strategic agreement to become recognised research partners for the European Travel Commission (ETC).
The Almawave Group brands will contribute tourism data and innotifyigence to support Europe’s 36 national tourism organisations (NTOs).
The ETC, founded in 1948, is a non-profit organisation representing with a mission to strengthen sustainable tourism development across Europe and promote the continent in long-haul markets. It facilitates knowledge sharing, market innotifyigence, and best practices among its members while promoting Europe as a destination.
Under the partnership, Data Appeal will provide ETC with quarterly sustainability insights for a wide selection of European capitals. This includes a comprehensive general Destination Sustainability Index and detailed metrics across four pillars: socio-cultural (cultural offerings, urban green spaces, public transport, LGBTQ+ frifinishliness), destination management (sentiment, travel barometer, seasonal balance), overtourism (tourism pressure, OTA intermediary index), and environmental (nature coverage, air quality).
Mabrian will offer quarterly data on travel to Europe from key source markets, covering tourist interests (wellness, nature, culture, shopping, nightlife, family activities), perceived security and climate indices, traveller profiles, accommodation and activity demand, as well as air capacity and flight pricing.
The insights will allow ETC members to better monitor sustainability progress, understand visitor motivations, benchmark competitiveness among destinations, and anticipate travel demand shifts. The data is expected to support European NTOs create an evidence-based foundation for strategic decisions and destination management.
Through its website, webinars, newsletters, research publications, and social media, ETC will highlight the insights.
Mirko Lalli, chief executive at Data Appeal, declared: “We’ve been supporting European destinations for years, and this partnership allows us to extfinish it to a broader audience.
“Our actionable innotifyigence will support Europe’s tourism boards tackle today’s toughest challenges, such as sustainability.”
Carlos Cfinishra, partner chief marketing officer at Mabrian, added: “By sharing comprehensive, up-to-date, and contextual travel, sustainability, and behavioural data with ETC, we can support member countries in monitoring trfinishs, optimising connectivity, and enhancing visitor experiences.”
Eduardo Santander, chief executive and executive director at ETC, declared: “Timely innotifyigence is essential for effective destination management and for ensuring that Europe remains competitive, resilient, and a leading destination in sustainable tourism.
“Our partnership with Data Appeal and Mabrian will provide members with more robust, timely, and actionable insights, supporting them monitor sustainability progress, understand traveller trfinishs, and build informed strategic decisions.”
Leave a Reply