Can place branding and destination marketing be used as tools for responsible tourism development? Guðrið Højgaard, CEO of Visit Faroe Islands, in this interview shows us how the North Atlantic archipelago (part of the Kingdom of Denmark) has been able to promote responsible tourism and sustainable destination development through smart destination marketing and innovative campaigns.
Guðrið, prior to joining Visit Faroe Islands as CEO you were the Marketing Director of Visit Stockholm, having previously also worked at Visit Denmark. What inspired you move to the Faroe Islands and to lead the tourism team there?
Actually I was born and raised in the Faroe Islands, even though I haven’t lived here since I was a teenager. I lived in four different countries before moving back home, due to family reasons.
I sometimes wonder whether it was by accident or if it was the destiny that made me be in the Faroe Islands, right when the tourist board was relaunched, and when they were looking for a new director. I applied for the job and got it.
My experience from my time at Visit Stockholm and Visit Denmark has of course been of utmost importance for me in this job.