The Data Appeal Company and Mabrian, both part of the Almawave Group, have entered a strategic partnership with the European Travel Commission (ETC), becoming official research partners to deliver advanced tourism data and intelligence to Europe’s national tourism organizations (NTOs).
GLOEstablished in 1948, the ETC represents 36 NTOs across the continent, with a mission to foster sustainable tourism growth and position Europe as a leading global destination. The Commission promotes collaboration, shares best practices, and provides market intelligence to its members while championing Europe in long-haul markets.
Under the new agreement, Data Appeal will provide quarterly sustainability analyses for major European capitals, including a comprehensive Destination Sustainability Index and metrics across four key dimensions:
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Socio-Cultural: cultural offerings, public transport, green spaces, LGBTQ+ inclusivity
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Destination Management: sentiment analysis, travel barometer, seasonality balance
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Overtourism: tourism pressure and OTA intermediary index
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Environmental: air quality and natural coverage
Mabrian will complement this with quarterly intelligence on inbound travel demand from key source markets, covering areas such as visitor interests (culture, nature, shopping, wellness, nightlife, family travel), perceived security and climate, traveler profiles, accommodation and activity trends, as well as air capacity and pricing.
Together, these insights will help ETC members monitor sustainability progress, benchmark destinations, anticipate shifts in travel demand, and make evidence-based strategic decisions. Findings will be disseminated through ETC’s communication channels, including its website, research reports, webinars, and newsletters.
“By expanding our reach through ETC, we can provide tourism boards across Europe with actionable intelligence to address today’s pressing challenges, particularly around sustainability,” said Mirko Lalli, CEO of Data Appeal. Carlos Cendra, Partner & CMO at Mabrian, added: “Our data will empower member countries to track trends, optimize connectivity, and enhance visitor experiences with a truly data-driven approach.”
Eduardo Santander, CEO and Executive Director of ETC, emphasized: “Timely, robust intelligence is vital for effective destination management. Partnering with Data Appeal and Mabrian strengthens our ability to provide members with actionable insights that support competitiveness, resilience, and sustainable growth.”
This collaboration underscores ETC’s ongoing commitment to sustainability, innovation, and knowledge sharing, ensuring Europe retains its position as a world-leading and resilient tourism destination.
Source: Data Appeal
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