Five Things we Learned from Dr. Milena Nikolova at the Lead Tourism for Good Speaker Series

How can we help visitors to Banff and Lake Louise make better choices—for the planet, the place, and themselves?

At the inaugural Lead Tourism for Good Speaker Series in early May, Dr. Milena Nikolova, Behavioural Scientist and Co-Found of BehaviorSMART tackled this question head-on. Throughout her keynote and subsequent sessions, with expert knowledge and a touch of European humour, she challenged us to rethink how we design experiences in Banff and Lake Louise (for enjoyment and impact) and how we can influence visitor behaviour in ways that are smart and effective.

Here are the five key takeaways from Dr. Nikolova’s time with us:

Choices shape behaviour

Dr. Nikolova enforced that “our choices are determined by the options we are given.” Whether that’s the size of the coffee you choose at an event, or the travel planning decisions you make, she said people in general tend to gravitate toward the middle or default option. This insight has powerful implications towards tourism: if we want visitors to make sustainable choices while they visit Banff and Lake Louise, we must make those choices easy, visible, and appealing.

For example, if refilling a water bottle is the only option available, most people will do it—not necessarily because they are deeply committed to the plastic-free cause, but because it’s the path offered, and it has least resistance. “Choice design isn’t about limiting freedom but about guiding behaviour,” Dr. Nikolova mentioned during her session with business partners.

Experience first, responsibility second

Travellers are driven by the pursuit of experiential value—they want to feel joy, awe, and connection. This doesn’t mean that they don’t care. While sustainability might be important in their day-to-day lives, when on vacation or in “holiday mode”, it can often feel like a burden or be an afterthought. As Dr. Nikolova put it, “Experience is a must; sustainability is a nice-to-have.”

Sustainability needs to feel effortless

Although sustainability may come second in the visitor mind to the experience, this doesn’t mean that we should abandon it in the destination. It simply means we must embed it into the experience—that means making the responsible choice the most enjoyable and effortless option, and also the default one.

Dr. Nikolova suggests that building systems that make the right behaviour the easiest and most attractive option is the best way forward, from operations to experience design.

Operational design and emotional experience are key

During the Speaker Series, Dr. Nikolova shared that visitor’s choices are driven by two points. “Operations” is one, and it relates to what is default, effortless, and built into the system. Visitors make quick and practical decisions and are looking for shortcuts. The second point is “experience”—what visitors find exciting, rewarding, and emotionally resonant. The sweet spot would be when practicality and pleasure align.

Communicate with purpose

Finally, Dr. Nikolova encouraged us to use clever communications that reflect our destination’s values: Nature, Curiosity, and Hospitality. Rather than setting strict rules, she offered us a phrase that communicates belonging and local norms. In other words, “This is how we do things here.” This phrase fosters a sense of togetherness and shared responsibility, encouraging sustainable behaviour through inclusion rather than guilt. Visitors should associate responsible behaviour with having a positive experience.

As she put it, “Most people are good and don’t want to cause a negative impact by their presence.” It’s up to us—as hosts, businesses, and destination leaders—to make it easy for them to do the right thing.

The Lead Tourism for Good Speaker Series aims to bring people together, spark meaningful conversations, and inspire change. Through engaging discussions with industry experts, local leaders, and changemakers, we are creating opportunities to explore innovative ideas and solutions that align with our vision to Lead Tourism for Good.

Thank you to everyone who joined in on the conversation!

Learn more about Behaviour Science

What We Heard: Feedback from the Speaker Series

“I found it very interesting to learn about behavioural science and humans. I enjoyed learning about all the little nuances that can make a local & travellers experience more enjoyable and sustainable. Engaging and interacting in different ways can make a big difference, impact and overall a more lasting, meaningful impression. Looking forward to the next session.”

“As a scientist who had done research on tourism and sustainable planning in protected areas, I found the talk fascinating and very relevant to us in the mountain parks. I especially appreciated the emphasis on setting sustainable practices as "norms."