In conversation with Gergana Nikolova
Feb 27, 2026In this follow-up conversation from World Travel Market London 2025, Tina O’Dwyer speaks with Gergana Nikolova, CEO and Co-Founder of BehaviorSMART, about the human layer of sustainability in tourism. Gergana brings behavioural science into the heart of hospitality and destination management. Her work focuses on a simple insight: people do not always make rational decisions, especially when they are travelling. If we want more sustainable outcomes, we need to design for how people actually think, feel, and act.
The Place Paradigm - A New Lens for Tourism Leadership
The thinking behind The Place Paradigm is set out in full in this paper.
- The Metrics-Mandate Gap
- The Navigator Leader
- The Stewardship Spectrum
- The 5 Dimensions of Place Vitality
I warmly invite you to download it. If it resonates, please share it with your leadership team or get in touch for a conversation.
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