Yulia Saf of Miss Tourist On Five Things You Need To Be A Highly Effective Leader During Uncertain & Turbulent Times
Be open about the situation. People are not oblivious to what’s happening, and rumors can often make things worse. It’s important to be open about the situation, explaining what’s going on without creating chaos. So, coming back to the analogy of the captain, I think it is very important to let the people who work on the boat know that the storm is coming and that we will have to work harder but reassure them that you have a plan, and together, you’ll get through it. This helps boost morale and trust.
As part of our series about the “Five Things You Need To Be A Highly Effective Leader During Turbulent Times”, we had the pleasure of interviewing Yulia Saf.
Yulia is a passionate world traveler with an adventurous spirit and a successful entrepreneur. For the past 12 years, she has been traveling full-time, exploring over 70 countries across the globe, and for the last 10, she has been leading Miss Tourist.
Born in an industrial city where people generally do not travel much, Yulia defied the odds and turned her dreams into reality, uncovering the world’s wonders in ways most can only imagine. From student exchange programs to Couchsurfing, hitchhiking, and traveling through scholarships, she has embraced every opportunity to discover new horizons.
Today, Yulia has created a thriving community where she empowers others to pursue their travel dreams, sharing her insights and experiences to make traveling around the globe accessible to all. Miss Tourist is a travel site helping people plan an unforgettable vacation all over the world.
Its mission is to empower travelers with practical, up-to-date information and inspiring ideas to create their perfect trip. With a focus on both popular destinations and off-the-beaten-path locales, Miss Tourist caters to adventurers of all types, from first-time travelers to seasoned globetrotters.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
Somehow I knew I wanted to start my own business from an early age. However, the fear of uncertainty led me down a more traditional path in the beginning. I studied economics and went on to complete a master’s degree in the field. I then worked in accounting and as an auditor, but I figured out soon enough that this wasn’t what I envisioned for my future.
I started exploring different business ideas: selling onesies, helping students study abroad, and chocolate fountain catering. Some worked some didn’t but these were just ways to support my love of travel. It was a fun experience, but after my first big trip, I came back to no company. That’s when I had a revelation — I needed something online, location-independent, and ideally tied to my true passion: travel.
I joined a travel-related project and soon after I felt that this was where I wanted to focus. With a few attempts and after a steep learning curve, I decided to start a blog and figure out how to make it financially sustainable. That was around 10 years ago, and I’ve been fully working on it ever since.
It has been said that our mistakes can be our greatest teachers. Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Honestly, it seemed like a dream come true when I first started blogging. I thought, “Wow, I can work with tourism boards, hotels, and sponsors! Free trips and cool perks just for promoting them!” But, oh man, I had no idea what I was getting into. What looked like an easy, fun deal turned out to be way more work than I expected.
For one, these “free” trips were anything but free. After each one, I was buried in work — writing, editing, following all these specific guidelines they wanted. And don’t even get me started on the photos. I’d send them in, thinking I nailed it, only to have them come back saying they didn’t like them. Plus, they often had all these expectations that they just forgot to mention upfront. It felt like I was always on the run, trying to meet deadlines and still keep my readers interested in content that didn’t always fit their tastes.
After a while, I realized that constantly chasing these perks wasn’t worth it. Sure, the trips were exciting at first, but they didn’t help me grow my blog the way I wanted. So I took a step back and started focusing on creating content that actually mattered to my audience. It made all the difference! It was way more fulfilling than running around trying to meet sponsors’ endless demands.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
Oh, I owe so much to my husband. He’s been a lifesaver, especially when it comes to all the tech stuff. When I first thought about starting my blog, I wasn’t even sure about buying the domain. I wasn’t sold on the name “Miss Tourist” because, let’s be real, not everyone loves tourists. I wanted “Miss Travel” because, hey, everyone loves travel, right? But of course, it was already taken. I was in his kitchen and kept talking about it, and he just shrugged, placed his laptop in front of me with the browser opened to a domain seller, and said, “It’s 10 bucks — take it before anyone else does!”
Since then, he’s been my go-to whenever the site has issues. Backup failure? He’s on it. Is something breaking on the site? He’s there to fix it. And mind you, he’s always had his own stuff going on — work, freelance projects, contracts, you name it — but he’s never hesitated to help me out. Honestly, without him, I probably would’ve been lost in all the technical chaos, and it definitely would’ve taken me a lot longer to get where I am. I’m super grateful for his support and I feel so lucky.
Extensive research suggests that “purpose-driven businesses” are more successful in many areas. When your organization started, what was its vision, what was its purpose?
I do agree with the statement. In most cases, especially in the long run, having a strong purpose, mission, and vision is essential to stay consistent in how you do things. It’s important to stand by certain principles and always keep in mind why you’re doing what you’re doing.
When I first started my organization, I didn’t have a clear mission or vision — I simply felt like it was the right path for me. Since it was a one-person operation for many years, there wasn’t a need to create a team culture or unite people around a common purpose. It was just me, and I didn’t need to explain anything to myself.
However, as the company grew and I started managing a team, we developed a mission: to inspire people and provide useful information that would make their vacations extraordinary. Over time, we also created a vision for the future of the company. Having that clarity really helps us stay focused, no matter how much the world around us changes. The core of where we’re heading remains the same, and that keeps us on track.
Thank you for all that. Let’s now turn to the main focus of our discussion. Can you share with our readers a story from your own experience about how you lead your team during uncertain or difficult times?
Right now, we’re navigating uncertain times, especially with AI starting to take over content creation and the Google algorithm becoming more unpredictable than ever. It’s definitely challenging, but the way I lead my team through this is similar to how we’ve faced other difficulties in the past — with unwavering confidence that we’ll come out alright. This isn’t a “fake it till we make it” mindset; it’s a belief grounded in the adaptability of our team. We’re small and nimble, which allows us to quickly adjust to whatever changes come our way.
Our mission remains at the heart of everything we do. As long as we stick to making travel planning easier for people — no matter how the world evolves — we’ll continue to be successful in the long run. It’s not easy, and it requires a lot of creative thinking and adaptability, but this approach has gotten us through tough times before, and I believe it will again.
I’m always transparent with my team about both the good and the bad. For example, I’ve been open about the fact that we’ve lost a lot of traffic recently, but I’ve also shared the strategies we’re using to diversify and adapt. I actively seek their input because I truly value their ideas. Our brainstorming sessions are something I love because it’s not just me making decisions for the team — we all contribute, and their advice plays a key role in shaping our next steps.
Did you ever consider giving up? Where did you get the motivation to continue through your challenges? What sustains your drive?
I suppose I have considered it, but those thoughts were never strong enough to turn into a real action plan. I’m deeply attached to my business, for better or worse, and I’m determined to ensure it survives every challenge it faces. In terms of motivation, it comes from being very self-driven. I simply don’t see any other option than for the company to make it through the difficulties and eventually succeed.
There have been times when I’ve given up on new projects I wanted to start, especially with the uncertainty surrounding the content landscape right now. Things are changing so rapidly that it’s hard to predict where it’s headed. So, for now, I’ve paused on launching anything new. But when it comes to my existing business, my drive comes from believing in the power of adaptability and flexibility. If you’re willing to experiment, adjust your strategies, and manage expenses carefully, I believe that with enough iterations and learning from your mistakes, success is inevitable. There’s no option but to keep going.
I’m an author and I believe that books have the power to change lives. Do you have a book in your life that impacted you and inspired you to be an effective leader? Can you share a story?
I read a lot of books, and there are a few that have really helped me become a better leader. One of them is “Buy Back Your Time” by Dan Martell. It taught me a lot about structuring a company, understanding why it’s important to delegate, and how to do it effectively. While some of the concepts might be familiar to many, the way the book presents them is incredibly clear and actionable, and it really broadened my perspective on how to manage my time and my team.
Another great book is “Who Not How” by Dan Sullivan. The title is self-explanatory — it’s all about focusing on who to hire rather than how to do things yourself. Every time I come up with a new idea or project, this book reminds me that the key is to find the right people to bring that vision to life. It’s a concept I revisit often.
I also found “Who” by Geoff Smart and Randy Street to be incredibly valuable. It’s a deep dive into hiring the right talent and ensuring they’re in the right role. It offers a systematic approach to scoring and selecting the right people, which has helped me build a stronger team.
Finally, “Getting Things Done” by David Allen has been a game-changer for how I organize my life. It’s a flexible, non-rigid system that works well for me as a mom, wife, and business owner. It helps me stay organized without feeling overwhelmed by a perfectly planned calendar that falls apart if something shifts by a few minutes. It’s allowed me to manage both my personal and professional life in a way that feels natural and sustainable.
What would you say is the most critical role of a leader during challenging times?
The most critical role of a leader during challenging times is to provide clear direction and maintain a sense of stability for the team. In moments of uncertainty, people naturally look to leadership for guidance and reassurance, so it’s important that the leader does not freak out and make unreasonable decisions. Consequently, I believe it’s essential to communicate openly and transparently about the situation, outlining the steps being taken to navigate through the difficulties.
When the future seems so uncertain, what is the best way to boost morale? What can a leader do to inspire, motivate and engage their team?
In my opinion, the best way to boost morale is through consistent communication and by creating a sense of purpose. As a leader, I focus on being transparent with my team about the challenges we’re facing, but I also highlight the opportunities for growth and the ways we can adapt along with alternative strategies that we can run. It’s crucial to celebrate small wins and recognize the efforts of individuals, which helps build a positive environment even in tough times.
To inspire and motivate, I believe in leading by example — staying calm, focused, and optimistic, while also being open to feedback and new ideas. I always encourage the team to be a part of the solution and ask for their advice on how we can change things to ensure we have a better future while at the same time showing genuine care for their well-being.
What is the best way to communicate difficult news to one’s team and customers?
First of all, I think it’s important to put yourself in your team’s shoes. Understanding how they might feel allows you to approach the situation with empathy and thoughtfulness. When delivering tough news, it’s important to be honest and transparent, clearly explaining the situation without sugarcoating it.
I focus on being clear about the reasons behind the decision or situation and what steps are being taken to address it. It’s also crucial to provide a space for dialogue — encouraging questions, feedback, and concerns helps the team feel supported and included in finding a way forward.
How can a leader make plans when the future is so unpredictable?
In unpredictable times, I believe the key to effective planning is embracing flexibility and adaptability. Instead of rigid, long-term plans, I focus on setting short-term, actionable goals that can be adjusted as circumstances evolve. This allows the team to stay focused and productive, while still being able to pivot when necessary.
Is there a “number one principle” that can help guide a company through the ups and downs of turbulent times?
Resilience. And I am not talking just about enduring challenges. In my book resilience is about learning, adapting, and coming out stronger on the other side.
It’s important to stay focused on the company’s core mission and values while being willing to adjust strategies as needed. I believe that keeping the team aligned with a shared purpose, while providing the tools and support to navigate uncertainty, helps maintain momentum and morale. Ultimately, resilience — both as an organization and as individuals — ensures that we can weather the storm and seize new opportunities when they arise.
Can you share 3 or 4 of the most common mistakes you have seen other businesses make during difficult times? What should one keep in mind to avoid that?
- Leaders fail to communicate openly with their team. When leaders withhold information, even with good intentions, it can create uncertainty and distrust within the organization. Be open with your team about challenges and involve them in finding solutions to maintain trust.
- Being too rigid with plans. Some companies stick to their original strategies, even when the situation demands flexibility. During tough times, agility is key. Stay flexible and be ready to pivot strategies as needed to stay relevant and responsive.
- Focusing only on short-term survival. Focusing solely on the immediate future can lead to poor long-term decisions. Balance short-term actions with a clear vision for long-term growth.
Here is the primary question of our discussion. Based on your experience and success, what are the five most important things a business leader should do to lead effectively during uncertain and turbulent times? Please share a story or an example for each.
- Delegation. In challenging times, your primary function as a leader is to steer the ship away from the storm. Free yourself from everyday tasks that can be done by someone else. Take a close, honest look at your daily activities and delegate anything that doesn’t need your direct attention. This will give you the time to think, research, and calmly assess the situation, which is key to making sound decisions.
- Be open about the situation. People are not oblivious to what’s happening, and rumors can often make things worse. It’s important to be open about the situation, explaining what’s going on without creating chaos. So, coming back to the analogy of the captain, I think it is very important to let the people who work on the boat know that the storm is coming and that we will have to work harder but reassure them that you have a plan, and together, you’ll get through it. This helps boost morale and trust.
- Initiate brainstorming. It’s often underestimated how much valuable insight employees can provide. After explaining the situation, I always hold brainstorming sessions with the team to gather their ideas on how to improve efficiency or profitability. When solutions come from the team, they are more likely to fully commit because they played a part in generating the ideas.
- Be an efficient leader (CEO, project manager). Luckily, I haven’t gone through this but I think that in the most critical times when you have to adapt quickly, if key personnel aren’t responding well to the pressure, you may need to make hard decisions. It might involve replacing them with someone more experienced in crisis management or bringing in a consultant who thrives in chaotic environments. Having a project manager or CEO who remains calm and effective during crises is essential for maintaining steady operations.
- Ruthless trimming the fat. Addressing the elephant in the room, I believe that in when the going gets tough, it’s crucial to take a hard look at what is truly necessary for the business. This means letting go of what isn’t essential, whether it’s cutting unnecessary roles or projects. Reassign people to higher-priority tasks and streamline operations to ensure that only the most critical aspects of the business are being focused on.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
I do love many quotes, but the one that really stands out to me right now is, “I’d rather regret the things I’ve done than regret the things I haven’t done.” This resonates deeply with me because it’s why I’m always in a rush to act on the things that excite me — I don’t want to procrastinate or miss out on opportunities. That’s also why I’ve traveled so much; I know for certain it’s something I’ll never regret when I look back on my life.
When I need the courage to start something new, I often return to this quote. It reminds me that it’s better to try and fail than to wonder “what if” for the rest of my life. It pushes me to take the leap, knowing that even if things don’t work out, at least I gave it a shot.
How can our readers further follow your work?
They can visit our website, MissTourist.com, where we share practical travel tips, guides, and recommendations for unique travel experiences.
Thank you so much for sharing these important insights. We wish you continued success and good health!
Yulia Saf of Miss Tourist On Five Things You Need To Be A Highly Effective Leader During Uncertain… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.