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About Mabrian

Mabrian is recognised for its innovation in measuring tourism sustainability for destinations with an award at AWFT 2023 

Mabrian has been presented with an award in the fourth edition of A World For Travel (AWFT), an international tourism congress focused on sustainability that took place in Spain’s Seville recently, for its technological data tool focused on measuring the sustainability of destinations. 

The AWFT Sustainability Awards recognized six awardees for promoting more sustainable tourism and acting responsibly in one of six categories: climate action, environmental impact, technological innovation, economic success, social development and resilience. In a year in which dozens of nominations were presented, the analysis of the candidacies focused on four main elements: purpose and design; implementation; innovation and impact. 

As part of this Mabrian received the award for technological innovation, the Technical Prowess Award, for its “brilliant tools/data and algorithms they develop to ensure fact-based decision making”. The award was collected by Mabrian’s Chief Operating Office, Alex Villeyra. 

Mabrian uses big data to measure the tourism sustainability of destinations as part of its holistic destination analysis. In this panel, included in its tourism intelligence platform, it measures the performance of a destination based on the cross referencing of more than 30 sources. This allows destinations to measure, compare and track those factors that benefit the sustainability of their destination. With these indicators, destinations measure aspects such as the level of distribution of tourist income in the local economy, the density of the tourist offer in the territory, the carbon footprint, dependence on long-radius markets, seasonality or the perception of visitors regarding the sustainability of the destination. 

The company has 10 years of experience in extracting tourism trend indicators based on Big Data analytics from global sources. With this development focused on the sustainability of tourist destinations, Mabrian complements its wide offer of tourist indicators, such as the Satisfaction Index with Tourist Products, the Safety Perception Index, the Satisfaction Index with the Offer of Accommodation or the Index of Strength and Demand, among others. 

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A roadmap to move destinations away from overtourism