Emerging destinations in lesser-known regions across Europe—from Northern Italy, Spain, and Portugal to Southern Finland and Poland—are attracting growing interest from overseas travellers, helping to drive both seasonal and geographic dispersion of European tourism. As these alternative destinations increasingly capture overseas demand focused on nature-based experiences, primarily during shoulder seasons, they are contributing to a more balanced distribution of visitor flows, according to new research presented by Mabrian and Data Appeal at the 11th European Travel Commission (ETC) Annual Meeting in Pärnu, Estonia.

The Italian company, a part of the Almawave Group, has signed a contractual agreement for the procurement of the 70% of the Spanish company Mabrian Technologies, in a move that will result in the largest data intelligence company specializing in tourism in Europe.