The DATA (Destination Advancement Through Analytics) Forum 2024, a pioneering event dedicated to advancing data and intelligence in the travel industry, was successfully held in the Maldives for the first time on 16th October 2024. The one-day forum was jointly-hosted by the Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) and E-Tourism Frontiers, a worldwide programme to develop online tourism in emerging markets around the world. The forum brought together key players from the global tourism data sector to share insights to transform consumer engagement, destination management, and operational effectiveness in the travel and tourism trade.

Opening remarks were delivered by Ibrahim Shiuree, CEO & MD of MMPRC who warmly welcomed attendees to the Maldives. The Chairperson of MMPRC, Abdulla Giyas Riyaz, also addressed the audience with a compelling talk on ‘The Importance of Data in the Tourism Sector,’ stressing how data-driven decisions are shaping the future of travel.

“The travel industry is rapidly evolving, and our ability to effectively harness data has shifted from being an advantage to a trade necessity. This forum is dedicated to equipping travel and tourism businesses, properties, and professionals with the tools and insights necessary to enhance consumer engagement, management, and overall effectiveness,” said CEO & MD Shiuree.

The event drew participation from some of the world’s leading tourism data analytics companies. Speakers represented E-Tourism Frontiers, Tourism Economics Oxford, Union Pay, Meltwater, ForwardKeys, Adara, Booking.com, Tripadvisor, Amadeus, and EmarketingEye, each offering valuable insights into global tourism trends and analytics.

The morning sessions featured thought-provoking presentations. Notable among them, Sarah Mathews, CEO of E-Tourism Frontiers, delivered a compelling talk on the ubiquity of data in modern travel (Data, Data Everywhere). Michael Shoory of Tourism Economics Oxford explored the global economic outlook, while Hu Binghan of Union Pay discussed the resurgence of Chinese outbound tourism and global spending patterns.

Throughout the afternoon sessions, experts like Olivier Ponti from Forward Keys discussed predicting traveller behaviours, while Bharat Nagpal from Adara explored effective ways to measure success through data. Calvin Koh from Tripadvisor discussed the power of user-generated content in shaping tourism decisions.

This event addressed how tourism destinations, particularly the Maldives, can use data to stay ahead in a rapidly evolving industry. It provided real-time insights into global travel trends to help businesses predict future travel behaviours, economic impacts, and consumer engagement strategies. It further showcased how the tourism sector can evolve by harnessing data to make informed, actionable decisions.

The day concluded with a forward-looking panel on the future of travel and data, setting the stage for ongoing innovation in tourism through data-driven approaches. Networking opportunities allowed attendees to discuss future collaborations. Held at the scenic Bandos Maldives resort, the event venue successfully showcased the Maldives’ exceptional MICE (Meetings, Incentives, Conferences, Exhibitions) offerings, with the idyllic setting perfectly showcasing the Maldives’ potential to offer unparalleled opportunities to combine professional events with relaxation and natural beauty.

The success of the DATA conference was only possible with the support of our event sponsors, including State Electric Company Limited (STELCO) as Gold Sponsor, Maldives Airports Company Limited (MACL) as Silver Sponsor, Jalboot as Transportation Partner, and Maagiri Hotel as the official hotel partner. The event was further supported by the State Trading Organization (STO) and Maldives Moments, and powered by Dhiraagu as the Digital Partner.

This landmark event set a new standard for the future of tourism analytics in the Maldives, equipping travel and tourism professionals with the essential knowledge and tools to make the best use of data in advancing their businesses. It also helped lay a foundation for further collaborations and advancements, ensuring that data will continue to drive the growth and success of tourism in the Maldives.