Mabrian and Data Appeal Become Regional Members of WTTC
Alexandra
The Role of Mabrian and Data Appeal in Shaping Global Tourism Data
The World Travel & Tourism Council (WTTC) has recently welcomed Mabrian, a Data Appeal company under Almawave Group, as a new Regional Member, represented by Mirko Lalli, CEO of The Data Appeal Company. This appointment highlights a growing commitment to data-driven insights and sustainable development within the global travel and tourism industry.
Mirko Lalli now joins over 200 industry leaders from top Travel & Tourism businesses that collectively contribute around 30% of the sector’s worldwide revenue. Mabrian Technologies, headquartered in Spain, is a leading global Travel Intelligence firm specializing in providing data intelligence and travel consultancy services to clients across 40+ countries. The company has been associated with WTTC since 2020 as an Associate Member and was designated as a Knowledge Partner in 2025, reflecting continuous contributions to WTTC’s research and reporting efforts.
Advanced Travel Data Intelligence at the Core
The Data Appeal Company, based in Italy, stands out as a pioneer in travel and location intelligence. It employs a proprietary algorithm powered by artificial intelligence, machine learning, and semantic analysis to collect and analyze geographic and contextual data on traveler behavior. This enables destinations and tourism stakeholders to access actionable insights, optimize their performance, deepen market understanding, and maintain competitive edges worldwide.
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The 2023 strategic acquisition of a majority stake in Mabrian by The Data Appeal Company, now part of the Almawave Group since 2022, has forged a robust global entity combining their expertise in tourism data intelligence.
What WTTC Membership Means for Tourism
As a WTTC Regional Member, Mabrian and The Data Appeal bring vital regional perspectives and travel intelligence expertise to support WTTC’s global advocacy and research mission. Their data capabilities enhance the Council’s ability to equip policymakers, business leaders, and destinations with the evidence-based tools necessary for crafting sustainable tourism strategies.
Gloria Guevara, WTTC’s Interim CEO, praised the collaboration, emphasizing how Mabrian’s expertise will enrich WTTC initiatives and bolster resilience in the ever-evolving tourism sector. Likewise, Mirko Lalli expressed enthusiasm about deepening their partnership, underlining their mission to empower global travel planning through advanced, data-centric insights and emerging technologies.
Historical Context: Evolution of Data in Tourism Strategy
Tourism has always been a sector dependent on understanding traveler patterns and destination appeal. Over recent decades, the emergence of big data, AI, and machine learning has revolutionized how destinations analyze visitor flows, preferences, and market trends. Traditionally, tourism statistics were collected by government surveys and periodic reports, but the real-time, behavior-driven intelligence provided by companies like Mabrian and The Data Appeal marks a significant step forward.
Where once beach popularity or heritage site visits were estimated through manual counting or secondary data, modern travel intelligence now integrates complex geographic data with digital signals—from social media to geolocation tracking—offering a dynamic and precise portrait of global tourist behavior.
This evolution supports not only marketing and route planning but also sustainability efforts, enabling stakeholders to balance visitor load, mitigate environmental impacts, and invest wisely in infrastructure based on solid data.
Tourism Data Intelligence: A Snapshot
| Aspect | Traditional Methods | Modern Data Intelligence |
|---|---|---|
| Data Collection | Surveys, arrivals data, reports | AI-driven algorithms, real-time tracking, semantic analysis |
| Analysis Frequency | Monthly or annual | Continuous, real-time |
| Granularity | General trends | Traveler behavior and preferences by region and time |
| Use Cases | Marketing, resource allocation | Strategic planning, sustainability, market prediction |
The Future of Travel Data and Sustainable Tourism
Looking ahead, the integration of travel intelligence powered by AI and machine learning is poised to become the backbone of international tourism governance. As destinations face challenges like overtourism, climate impact, and shifting traveler expectations, the ability to harness precise data is invaluable.
Regions will increasingly depend on such insights to design visitor experiences that promote local economies while preserving natural resources, cultural heritage, and community well-being.
Moreover, as technology advances, the fusion of data with interactive digital platforms and predictive tools will further empower captains of the tourism industry to innovate beyond traditional models—be it through personalized traveler experiences, optimized charter services, or environmental monitoring.
Connecting Travel Intelligence and the Boating World
While the core of this news revolves around tourism data advancement, the marine and sailing sectors stand to benefit greatly from these developments. As yachting and boat charter destinations rely on understanding traveler patterns, data insights can help streamline marina management, predict peak seasons, and tailor services for sailing enthusiasts.
For example, marinas in popular yachting gulfs and coastal beaches can apply data intelligence to anticipate demand spikes, optimize dock space, and enhance guest experiences. Indeed, predictive analytics can contribute to safer, more enjoyable boating activities, whether for sport fishing, sailing charters, or luxury superyacht experiences.
Key Benefits for Sailing and Charter Destinations
- Forecasting visitor flows to manage marina capacity efficiently.
- Identifying emerging destinations favored by sailing travelers through real-time data.
- Tailoring services such as captain availability and boat maintenance schedules.
- Balancing environmental impact to ensure sustainable marine tourism.
Conclusion: Steering Into a Data-Driven Tourism Era
The addition of Mabrian and The Data Appeal Company as WTTC Regional Members underscores the increasing importance of cutting-edge travel data intelligence in guiding sustainable tourism growth. Their AI-powered tools, combined with extensive geographical insights, provide the sector with unparalleled access to traveler behaviors and market trends.
This momentum in data-driven tourism strategy not only strengthens global efforts to sustain vibrant, competitive destinations but also offers tangible advantages for marine and yachting industries, benefiting marinas, boat charter operators, and sailing adventurers.
For those passionate about destinations where clearwaters meet pristine beaches and sailing yachts dot the horizon, such data intelligence promises a future of informed and enhanced boating experiences.
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