Join us as we welcome Milena S. Nikolova, PhD, a global expert in behavioral economics and tourism, and Chief Behavior Officer at Behavior Smart. In this engaging episode, Milena shares how psychology and behavioral science can drive meaningful change in the travel industry. She explains why traditional approaches like traveler education often fail and introduces innovative "First Mile Techniques" that simplify sustainable choices for tourists.

Milena also highlights her work with the Nordic Regenerative Tourism Project, offering practical examples for businesses looking to adopt regenerative practices that enhance visitor experiences while caring for the planet. Packed with actionable insights, this episode is a must-listen for tourism professionals, sustainability advocates, and anyone curious about the power of behavioral science in shaping a regenerative future.