Europe’s National Tourism Offices (NTOs) are getting a data boost. Through their partnership with ETC, The Data Appeal Company and Mabrian will deliver actionable insights, sustainability indicators, and market intelligence, giving European destinations the evidence-based foundation they need for smarter, more sustainable decision-making.
The Data Appeal Company and Mabrian, both part of Almawave Group, have officially signed a strategic agreement with the European Travel Commission (ETC), becoming recognised research partners and contributing key tourism data and intelligence to support Europe’s NTOs.
ETC: The hub of European tourism know-how
Founded in 1948, ETC is a non-profit organisation representing 36 European NTOs. Its mission is to strengthen sustainable tourism development across Europe and promote the continent in long-haul markets. ETC facilitates knowledge sharing, market intelligence, and best practices among its members while promoting Europe as a top destination.
Data Appeal and Mabrian will provide sustainability and tourism trends insights
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 deliver complementary 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, traveler profiles, accommodation and activity demand, as well as air capacity and flight pricing.
The insights generated through this partnership will allow ETC members to better monitor sustainability progress, understand visitor motivations, benchmark competitiveness among destinations, and anticipate travel demand shifts. Altogether, the data will provide European NTOs with a richer, evidence-based foundation for strategic decisions and destination management.
Through its communication channels, including website, webinars, newsletters, research publications, and social media, ETC will highlight the valuable tourism insights and expertise that Data Appeal and Mabrian bring to the partnership.
The agreement reinforces ETC’s commitment to knowledge sharing, sustainability monitoring, and market intelligence, ensuring that Europe remains a competitive and resilient destination.
