Using Big Data to measure the tourism sustainability of destinations

10 November, Seville, Spain: This week Mabrian Technologies – the leading provider of travel intelligence – has launched the Global Sustainability Tourism Index at the Tourism Innovation Summit (TIS).
This new dashboard of indicators of tourism sustainability allows a destination to measure, compare and follow those factors that indicate sustainability for a destination. In total, the dashboard has six indices grouped together by concept, formed by more than 20 different indicators related to sustainability, that come together to make the Global Sustainability Tourism Index for destinations.

  • Mabrian has expanded its travel intelligence platform by adding a dashboard of sustainability indices for Smart Destinations.
  • The new tourism sustainability dashboard uses big data analysis to measure a destination’s performance across multiple metrics.
  • The index was developed in collaboration with Mastercard and sustainability consultancy Ético.

Through these indices, destinations can measure aspects such as the level of distribution of tourism income in the local economy, the concentration of the tourism offering in the locality, the dependence on long-haul source markets, any excessive seasonality or the perception that visitors have about the sustainability of the destination, amongst others.
Additionally, destinations using this can add to those indicators in the dashboard their own data that they consider relevant to create a measurement even more complete that helps the development of sustainability.

Carlos Cendra, Director of Sales & Marketing, comments: “Can tourism destinations really convert themselves into sustainable destinations without the tools necessary to measure their sustainability performance?

“In this reinvention of the sector that we are seeing right now, sustainability is going to be the cornerstone of the reactivation of tourism under a model that is more aware of the issue.

“But there is a big gap when it comes to tools and indicators that allow the measurement and monitoring of the evolution of those concepts on the part of those managing destinations and tourism companies. With this index, we hope to change that.”

Mabrian, in collaboration with its partner Mastercard, has developed a dashboard of indicators about tourism sustainability based on the observation of global data that can be tracked and corroborated in a stable manner over time.

Mabrian has a wide range of experience in extracting indicators of tourism trends based on big data analysis of diverse sources. With this latest development, it complements the wide range of tourism indices, including Tourist Product; Perceived Security; Perceived Climate; Hotel Satisfaction; and Global Tourist Perception. For the definition of these indicators, Mabrian has also counted on the advice and collaboration of the consultancy Ético, specialists in tourism sustainability, that has brought its experience in how to define a sustainable destination.

Laura Garrido, founder of ético comments: “The challenge for tourism destinations is to understand and monitor the indicators that affect their sustainability. Only through data and their correct analysis can they plan adequate actions for the sustainable transformation of their destination. At ético, we believe that this tool is key and necessary for taking decisions and the creation of sustainable tourism destinations.”

Mabrian has announced this news within the international summit dedicated to innovation in tourism that is taking place in Seville, Spain between the 10th and 12th of November, the Tourism Innovation Summit (TIS).

This 10th November Alex Villeyra, Operations Director at Mabrian, will present the dashboard at 1 pm CET in the main auditorium of the Tourism Innovation Summit (TIS), with participants including Antonio Muñoz, responsible for urban habitat, culture and tourism at the Seville city council, a pioneering destination in the application of such indices; Caroline Leboucher, Director of ATOUT France; and Nicola Villa, Executive Vice President of Government Relations & Strategic Growth at Mastercard.

Later that day at 11:45 am CET, in the Innovation Theatre, there will take place a press conference to present to the media the new dashboard and answer any questions.

For more information:

Roman Townsend
Managing Director, Belvera Partners