The Collective


Ólöf Ýrr Atladóttir

Developing tourism for destinations of the future

Ólöf Yrr Atladottir has been a destination development and management consultant for more than 30 years, specializing in holistic, responsible tourism strategies for national and regional destinations. She worked in for three years in Saudi Arabia, first as chief management and marketing officer at the Royal Commission for Al Ula, and later as director of destination management at the Red Sea Development Company. Ólöf also served as the director general of the Icelandic Tourist Board for nine years, simultaneously holding the position of vice-president in charge of sustainability at the European Travel Commission and serving as chairman of the board of NATA, the North Atlantic Tourism Association. Additionally, Ólöf has been a board member of Promote Iceland, and vice-chair of the board for Vatnajökull National Park. Ólöf has master’s degrees in population genetics and public administration, as well as undergraduate degrees in Icelandic literature and statistical biology. In her younger years, Olof worked as a ranger in Iceland’s highlands and national parks, and managed an educational activity center for visitors in in North Iceland. She is an experienced hiking and adventure guide and a flotation experience instructor, currently operating her own adventure business in North Iceland (


  • Destination management planning
  • Destination identity and brand strategy
  • Experience and activity design