PRESS RELEASE: Global Leaders Gather at WTM London to Explore How Data and AI Can Predict and Maximise the Impact of Events in Tourism
London, UK (November 6, 2025) — Global leaders from tourism, travel-tech, and destination management met on November 4 at a private, invitation-only roundtable hosted by Mabrian, The Data Appeal Company – Almawave Group, and the Global Tourism Resilience Council to explore how data and innovation can transform the future of event management. The closed-door session, titled “Strategic Event Intelligence – Data, Impact and the Future of Events Tourism,” was held at the Crowne Plaza Docklands during World Travel Market (WTM) London and brought together a select group of senior executives from JCDecaux, ICF, This is Breeze and Queer Destinations, alongside tourism and destination leaders from Europe.
The discussion opened with remarks from Mirko Lalli, CEO and Founder of The Data Appeal Company – Almawave Group and Carlos Cendra, Partner and Chief Marketing & Communications Officer at Mabrian.
The conversation centred on how destinations can identify opportunities, align stakeholders, measure sustainability and ensure that events deliver meaningful economic and social returns. Attendees examined how destination planning and management align with event management strategies, and the reach and potential of artificial intelligence and data analytics to predict and assess event performance at the hosting destinations. “Events are among the most powerful levers destinations have to build reputation, investment, and community value,” said Mirko Lalli, CEO of The Data Appeal Company. “When underpinned by data intelligence, they move from one-off moments to sustained engines of growth.”
Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian, added: “This dialogue unveiled opportunities and challenges that data intelligence can contribute to address throughout the full cycle of event planning, both for destinations and event organisers, in the effort to build and refine common frameworks to understand their impact and legacy, particularly among local communities.”
Laurie Myers, Global Strategist for the Global Tourism Resilience Council, commented: “The Resilience Council’s role is to convene leaders who think beyond visitor numbers. Today’s discussion underscored how collaboration between governments, data partners, and the private sector can redefine the value of events through purpose, transparency, and long-term impact.”
The session concluded with a consensus that events organizing must be part of the strategic plan of destinations and that advanced data insights, including sustainability indicators and predictive analytics, that reflect the specific reality and circumstances of each destination will become essential tools for travel industry and events’ producers seeking to demonstrate the true value of events for tourism.
About Mabrian
Mabrian Technologies (Mabrian), the global travel intelligence and tourism advisory partner, is a company specialized in providing travel intelligence services worldwide. Founded in 2013, Mabrian joined The Data Appeal Company – Almawave Group in 2023.
Combining Big Data and Artificial Intelligence (AI) techniques, simultaneous insights from over 30 global data sources, and the comprehensive travel intelligence expertise of its team of specialists, Mabrian is able to identify and predict tourism dynamics and trends worldwide. Mabrian’s modular dashboard grants access to a holistic monitoring centre that traces, measures and cross-analyses travellers’ full journey: air connectivity and demand, hotels, holiday rentals, travellers’ sentiment and demand drivers, spending patterns and behaviour, mobility, and sustainability. Currently operating in over 40 countries, Mabrian caters to the needs of travel & tourism industry, companies, entities, and public bodies, ranging from all-levels Destination Management Offices (national, regional, local), hotel companies and chains or transportation, to tourism-related consultancies (marketing, promotion, strategy, investment, etc.), providing up-to-date, contextual, predictive and insightful data intelligence for strategic and business development, as well as for policy and decision-making. Learn more about how to unlock travel intelligence potential at www.mabrian.com Follow us in LinkedIn and X
About Data Appeal
The Data Appeal Company, through a proprietary algorithm based on artificial intelligence, machine learning and semantic analysis collects, measures and analyses all feedback posted online, combining it with geographic and contextual data, offering the regions and enterprises the opportunity to optimise the business’s potential, gain in-depth market knowledge and establish a competitive advantage. The Data Appeal Company SpA (formerly Travel Appeal) has belonged to the Almawave Group since 2022. In 2023 the company acquired 70% of the share capital of Mabrian Technologies S.L., a Spanish company specializing in Travel and Destination Intelligence solutions, to consolidate its international positioning. The company’s mission is to simplify the use and understanding of data to help companies and tourist destinations make effective and informed decisions. www.datappeal.io
About the Resilience Council
The Global Travel and Tourism Resilience Council is an international platform that brings together government, private sector, and academic leaders to address critical issues shaping global tourism — including sustainability, investment, and crisis readiness — through dialogue, innovation, and collaboration. #resilience
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