Contributor Profile

Olof Atladottir

Job TitleDirector of Destination Marketing

Company NameThe Red Sea Development Company


Mrs. Olof Yrr Atladottir is the Director for Destination Marketing at the Red Sea Development Company, responsible for the holistic approach to destination management and marketing of one of the worlds most ambitious tourism development projects. Olof Yrr served as the Director General of the Icelandic Tourist Board 2008-2017. During that period, she also held the position of Vice-President in charge of sustainability at the European Travel Commission (2015-2017), and was Chairman of the Board of NATA, the North Atlantic Tourism Association (2012-2013; 2017). Previously (2002-2007), Ólöf was the Managing Director of the National Bioethics Committee of Iceland and Iceland’s representative on the Steering Committee on Bioethics within the Council of Europe. Among other appointments, Ólöf has been a board member of Promote Iceland, (2010-2013) Vice-Chairman of the Board of Vatnajökull National Park (2008-2010), and has sat on various boards and working groups on behalf of the Icelandic Government.

Conference Sessions

  • Destination-Smart For a Healthy Future in Adventure Travel

    Monday13:00 - 13:454 Nov 2019
    Middle East & Africa Inspiration Zone

    In today’s adventure travel industry, we are faced with complexities that require a change in the way we build destination brands, manage tourism growth and del...

    • Language: English
  • Reputation Management: Organisational Positioning & PR Future-Proofing

    Tuesday14:00 - 15:005 Nov 2019
    Americas Inspiration Zone

    PR pioneer Frank Marr leads a session focused on reputation management covering: - Best organisational policies - PR & marketing tactics - How to boost reput...

    • Language: English