Olof Yrr Atladottir served as the Director General of the Icelandic Tourist Board 2008-2017, during a time of turbulent economic and natural disruptions as well as unprecedented growth of the Icelandic tourism industry.
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. twice (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.
In 2018, Olof held the position of Chief Management and Marketing Officer at the Royal Commission for Al Ula in Saudi Arabia. Currently she is the Director of Destination Management at The Red Sea Development Company.
Ólöf has two Masters degrees, in Population Genetics and Public Administration, and two undergraduate degrees, in Icelandic literature and statistical biology, as well as a diploma in Developmental studies. In her younger years, Olof worked as a ranger in Iceland’s highlands and national parks and managed an educational activity centre for visitors in in North Iceland. She is an experienced hiking and adventure guide.