Gergana N.

Gergana is a sustainable tourism expert with experience in business development, industry collaboration, and customer orientation. She holds a Masters degree in Sustainable Tourism Destination Management from George Washington University School of Business. Gergana has twenty years of work experience with a variety of sustainable tourism projects across countries with different socio-economic profiles. Throughout her career she developed strong strategic planning and management experience that considers the multidimensional nature of tourism as well as the complexity of the stakeholder networks it involves. Gergana's professional experience has exposed her to the different segments in the travel industry enabling her 360° perspective on the sector. She has worked in the private sector with one of the leading hospitality groups - Starwood, collaborated with public institutions and coordinated multi-stakeholder programs under international donor programs. In the last ten years, she had a key role in the strategy and implementation of the biggest global active and sustainable tourism organization - Adventure Travel Trade Association. As of January 2024, she took on the role of CEO at BehahaviorSMART - a boutique venture using human psychology to make destinations and businesses more sustainable and successful in the marketplace.