Monday, May 20, 2024 Harnessing insights from data and preparedness to manage the impacts of climate change are crucial in shaping the perceptions of tourist destinations. These strategies are vital for aligning travelers’ expectations with their actual experiences. This perspective was highlighted by Mabrian, a leader in global travel intelligence, during their participation in the Resilience Council panel at the recent Arabian Travel Market.
Carlos Cendra, the Chief Marketing and Communications Officer at Mabrian, participated in a panel discussion alongside Nikolaos Gkolfinopoulos, the Head of Tourism at ICF; Alastair Crossley, the Global Head of Travel Solutions at AXA; Ali Haider, Director of Middle East and Africa at Fragomen/Nomadic; and Elizabeth Maclean, Co-Managing Director at Herdwick Communications. The panel discussed the importance of resilience and accurate visitor perception in maintaining and enhancing the reputation and brand image of destinations worldwide. Mabrian used the example of climate change, specifically global warming, to illustrate its impact on travelers’ perceptions in five competitive Mediterranean countries—Spain, Italy, Greece, Turkey, and Portugal—during the summer of 2023.
Mabrian presented findings from the Climate Perception Index (PCI) for key source markets of these Mediterranean destinations, including the United Kingdom, France, Italy, Germany, the United States, the Netherlands, Sweden, and Denmark. The higher the PCI, the m.
