Lyublena is a research expert with extensive knowledge of travellers’ behaviours and changing tourism trends. Among others, she produces short-term forecasting publications, such as the ETC’s Long-Haul Travel Barometers and Monitoring Sentiment for Intra-European Travel reports.

With more than seven years of experience at ETC, Lyublena gained substantial knowledge of European National Tourism Organisations’ (NTOs) work and performance and has led several key benchmarking projects within ETC’s framework. As well as her constant communication with NTOs, she is in charge of rebuilding and maintaining ETC’s Executive Dashboard – a “data hub” that provides simple access to key indicators and market intelligence information for the travel and tourism industry in Europe. Lyublena has been and is currently involved in research activities linked to the European Tourism Association (ETOA), the European Commission, and the UN World Tourism Organization.

Lyublena holds an MA in hospitality and Tourism Management from the University of Central Florida – Rosen College of Hospitality Management and ISCTE – Instituto Universitário de Lisboa.