Milena Nikolova

Expert in Human Behavior & Travel Sustainability, Co-Founder at BehaviorSMART

Milena is a leading expert in human behavior and traveler psychology. She uses knowledge about how people make decisions and take action to help tourism entities improve their sustainability performance while also enhancing competitiveness on the market. Relying on smart behavior change techniques Milena and her team at BehaviorSMART work with destinations and businesses to reprogram their supply networks for responsible traveler behavior making sustainability part of the design.   Milena is a frequent speaker at global and regional tourism industry events on topics such as human psychology and sustainability, new travel behaviors, behavior-smart innovations and others. She is the author of Behavioral Economics for Tourism (2022), which is the first book that explores the potential of applying knowledge from behavioral sciences to strategic issues in the travel industry.