WTM London Deepening the Discussion Gergana Nikolova

Описание: W“Sustainability succeeds when it’s behaviour-smart.” Gergana Nikolova, BehaviorSMART.

In 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.

In this conversation, we explore:

Why so many sustainability efforts focus on the “last mile” instead of the “first mile”

How small behavioural tweaks can unlock outsized operational and environmental gains

What it would take to design destinations where better choices become the natural ones

What it would look like if destinations intentionally shaped the conditions in which better traveller choices become the natural outcome

What kinds of impacts can be achieved, using real-life examples from recent work in destinations.

You will hear how simple design choices, from room temperature defaults to food presentation and signage, can reduce energy use, cut waste, strengthen local supply chains, and even increase guest satisfaction.

If you work in destination leadership, policy, programme delivery, or hospitality management, this conversation offers a grounded and realistic lens on how systemic change can begin with small, thoughtful shifts.

Subscribe for more reflective conversations on regenerative, collaborative and place-based tourism leadership.

#TheTourismSpace #SustainableTourism #RegenerativeTourism #TourismLeadership #BehaviouralScience #DestinationDevelopment

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