Milena S. Nikolova, PhD

Chief Behavior Officer at Behavior Smart


Milena is a leading expert in applying insights about human behavior to solutions in sustainability and tourism. With her work she  supports companies and destinations in understanding how they can strengthen their market and sustainability performance by employing tactics that account for the realistic ways in which people think, decide and act.

Milena is a frequent speaker at global and regional tourism industry events on topics such as behavioral economics for tourism, innovation dynamics in travel, new traveler behaviors and others. She is the author of the first book that explores the potential of applying knowledge from behavioral sciences to strategic issues in the travel industry. She is also the founder of a boutique consultancy focused on behavior-smart innovations for the tourism industry.