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sustainable tourism
travel industry collaboration
avoiding overtourism
travel experiences
Getting Around
Travel and Leisure
Sustainability
Bulgaria
LocationSofia, Bulgaria
Local time
Industry InfluencerGergana Nikolova

Sustainable tourism expert in destination development and industry collaboration

Gergana Nikolova is a senior tourism professional with extensive experience in market performance and sustainability. During the last ten years of her career, she contributed to the growth of the Adventure Travel Trade Association in Europe and Central Asia and is now focused on growing her venture – BehaviorSMART, a boutique company utilising behaviour change insights to support the success of businesses and places. At BehaviorSMART, Nikolova works closely with destinations and businesses to understand their sustainability challenges and goals.
Recent workHow HNWIs are taking extreme tourism to the next level
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2025 Expert Outlook on Travel and Leisure
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Report on
How HNWIs are taking extreme tourism to the next level
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