Milena’s superpower is reading travelers' hearts and minds. She applies psychology to help the tourism sector tackle its toughest challenges - using behavior change to normalize good choices and create harmony between business success and positive impact. As co-founder of BehaviorSMART, she and her team work with destinations and enterprises to design practical strategies that turn human psychology into smarter operations, stronger markets, and more regenerative outcomes. A frequent speaker at global industry forums, Milena publishes widely on traveler psychology and sustainability, including the first book to explore how behavioral science can transform strategic decision-making in tourism.