Data Appeal and Mabrian become European Travel Commission research partners

Strategic agreement to provide insights to national tourism organisations

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 intelligence 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 intelligence, 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+ friendliness), 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 help 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, said: “We've been supporting European destinations for years, and this partnership allows us to extend it to a broader audience. 

“Our actionable intelligence will help Europe's tourism boards tackle today's toughest challenges, such as sustainability.”

Carlos Cendra, 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 trends, optimising connectivity, and enhancing visitor experiences.”

Eduardo Santander, chief executive and executive director at ETC, said: “Timely intelligence 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, helping them monitor sustainability progress, understand traveller trends, and make informed strategic decisions.”