David Peacock interviews Milena Nikolova, chief behavior officer at BehaviorSMART, about how behavior optimization strategies can influence change-for-good in the tourism industry.

Nikolova and her team of experts leverage their knowledge in tourism, sustainability, data analysis, and economic and behavioral sciences to provide innovative solutions to the travel sector’s most pressing issue — supporting global sustainable development.

Their projects range from small-scale, small-enterprise sustainability improvements to nationwide initiatives aimed at regenerative tourism. Here’s the point — it works. Their strategies have proven effective in achieving meaningful change.