Mabrian is committed to tourism intelligence with new solutions based on data and experiences

In this context, Travel2latam spoke with Carlos Cendra, partner and Marketing and Communications Director of Mabrian, about the strategic value of the fair, the new solutions that the company presented in this edition and the main trends that are shaping the future of tourism.

What does it mean for Mabrian to participate in an international fair like FITUR?

For us, it's been an annual benchmark for many years. We have a stand there because it's a meeting point for many of our clients worldwide.

We currently operate in over 60 countries, with a strong presence in Europe and Latin America, and FITUR, being held in Madrid, naturally connects these two markets. Furthermore, this year it has a special focus on Latin America and on Mexico as the guest country, a market where we are experiencing growth.

What are your main objectives at FITUR?

Trade shows are a space for personal encounters with clients, partners, and potential clients. When working digitally with destinations worldwide, we don't always have the opportunity to meet face-to-face. These events allow us to strengthen trust, have deeper conversations, and open up new opportunities for collaboration.

Mabrian specializes in data analysis for tourism. What new products are they presenting this year?

We are dedicated to aggregating and analyzing data from multiple sources to provide information, indicators and advice primarily to governments and tourist destinations.

This year we're introducing three major new features. The first is a new layer focused on measuring the supply and demand of tourism experiences and activities globally. There's a clear trend toward transforming destinations into experiences, and we wanted to provide data to help understand this phenomenon.

The second innovation is event intelligence. We've developed a tool that allows destinations to anticipate, up to 12 months in advance, which events will take place and what their impact will be on visitors and revenue. This helps to better plan services, coordinate resources, and extend the stay of those traveling for an event.

The third is a specific solution for analyzing the supply of tourist accommodation or short-term rentals. It allows destination managers to understand in detail the volume of supply, the level of regulatory compliance, quality standards, and the profile of travelers who use this type of accommodation.

What trends are you currently observing in the tourism sector?

The first is that tourism will continue to grow globally, although in some mature destinations, such as parts of Europe, the pace will slow. We are seeing strong emergence in markets such as China, India, the Middle East, the United States, and several Latin American countries.

This leads to an increasingly clear globalization: markets are merging, competition is global, and destinations compete with others often located in different parts of the world. Therefore, it is essential to have contextual information and understand international trends.

Another key trend is the transformation of destinations into experiences, something lived rather than simply visited. This is further fueled by the rise of events, especially sporting and musical events, which act as an anchor to attract international tourists and retain domestic travelers.

How important is Latin America to Mabrian?

For us, Latin America and the Caribbean are practically our second most important market. We see an increasingly mature sector that is beginning to incorporate data intelligence, innovation, and artificial intelligence into decision-making, following the path already taken by Europe and Spain.

In recent years, a clear shift in the adoption of these technologies has been observed in the region, and we are prepared to support this process with our solutions.