Mission statement:
“As I reflect on my journey thus far, I am filled with a profound sense of purpose and optimism. With each endeavor, I am reminded of the immense potential for positive change inherent within the travel and tourism industry. Armed with experience, expertise, and unwavering dedication, I remain committed to driving forward the sustainability agenda, catalyzing a regenerative revolution that ensures the well-being of both people and planet for generations to come.”
Background:
Bringing more than two decades of rich experience in the realm of travel and tourism, I have been lucky enough to charted a new course in my career, and professional life. Today I manage 2 major roles:
As the founder of the consultancy firm, Grøn Start, I extend tailored support to small- and medium-sized enterprises (SMEs) and destinations seeking to integrate sustainable practices into their operations. I am motivated by the transformative potential of sustainability initiatives.
Further to this I am lucky enough to be employed as a freelancer with the title of Senior Changemaker and Relationship Manager at GDS-Movement.
My professional trajectory was shaped by a steadfast commitment to fostering sustainable practices within the industry, underpinned by a profound understanding of the intricate dynamics between business, leisure, and environmental stewardship.
Professional Experience
- 08/08/2020 – CURRENT – Aalborg, Denmark SUSTAINABILITY CONSULTANT AND B LEADER – GRØN START (own company)
- 01/02/2022 – CURRENT – Barcelona, Spain SENIOR CHANGEMAKER AND RELATIONSHIP MANAGER – GDSM
- 01/10/2010 – 01/08/2020 – Aalborg, Denmark PROJECT MANAGER – VISIT AALBORG (DMO) – both Leisure and CVB.
Education
- 2020 – Cambridge University, United Kingdom
SUSTAINABILITY BUSINESS MANAGEMENT
- 1995 – De Montford University, Leicester, United Kingdom BA (HONS.) TOURISM BUSINESS MANAGEMENT
Certifications, Awards and Training
2024 – Aarhus, ESG reporting
2023 – Regenerative Leadership, Regenerators Academy
2022 – Aalborg, Climate accounting for businesses
2022 – ICCA SKILLS CISE; CICS
2022 – Copenhagen, DS5001 Equity and diversity
2021 – Copenhagen, Denmark B LEADER – B Corp Nordics
2019 – Aalborg, Denmark SoME MANAGER – University College Nordjylland
GDSM
GDSM=Global Destination Sustainability Movement.
GDSM is a movement to empower destinations with the mindsets, strategies, and skill sets to create regenerative places to visit, meet, and live in. The GDSM publishes an annual league table of sustainable destinations, namely the Global Sustainable Destination Index (GDS-Index).
At GDSM my main role as a freelancer is as Senior Changemaker where I work on sustainability and regenerative projects from the world of tourism.
I also have the role as Relationship Manager, Nordics 2022,2023, 2024
This is Key-account management for currently 19 destinations in Norway, Sweden, Finland, Denmark, Iceland, and Faroe Islands. Tasks across Communication, sales, upselling, sparring, mentoring, consultancy, GDS-Index as well as yearly reporting.
My role also involves conducting workshops, training sessions, and capacity-building initiatives to foster sustainable tourism practices.
GDS-Index
GDS Index=Global Destination Sustainability Index
The GDS-Index has been built for destinations by destinations, it is designed for organisations who want to drive impact. It measures, benchmarks, and enhances the sustainability strategies, action plans, and initiatives of more than 100 destination management organisations, municipal authorities, and their tourism supply chains.
My tenure at local DMO, Visit Aalborg, Denmark has laid the groundwork for sustainability advocacy, where I witnessed, firsthand, the evolving landscape of destination sustainability. Immersed in projects aimed at enhancing visitor experiences while preserving local ecosystems, I recognized the imperative for industry-wide shifts towards regenerative strategies.
It was during my time at VisitAalborg, that I became acquainted with the Global Destination Sustainability Index (GDS-Index), a pivotal tool that not only measures sustainability performance but also catalyses collaborative efforts towards positive change.
Aalborg had been part of the GDS-index for a number but became a priority during my time at the CVB. In 2017, Aalborg was ranked at no 21, in 2018 no 19, and in 2021, Aalborg jumped up the ranking to a position as no 5. This result was made possible through strategy and capacity building with the local hospitality supply chain.
At the GDSM I have the following involvement with the GDS-Index:
My commitment to driving positive change extends beyond consultancy and education. As a benchmark assessor for the GDS-Index, I actively contribute to the evaluation and analysis of destination sustainability performance, leveraging insights to drive continuous improvement.
Benchmark Assessor – GDS-Index – Destination Sustainability Assessments, 2022, 2023, 2024
Driving regenerative tourism through benchmarking and analyzing destinations’ sustainability performance based on 70+ indicators (desk auditing). The Index includes 100+ destinations worldwide.
Furthermore, my role as an in-house trainer underscores my dedication to nurturing talent within the industry, equipping assessors with the tools and knowledge necessary to effect more meaningful change.
In House trainer – GDS-Index – Destination Sustainability Assessments, 2023, 2024
Inhouse trainer and mentor for 17 internal and freelance assessors.
Sustainable Events
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Certifications
At Grøn Start, I am lucky to the extend, that Danish Tourism have multiple programmes helping business from the hospitality industry, attaining an environmental certification. I have had the privilidge of working with multiple hotels, hostels, attractions, as well as caravan sites and guide them through their application process.
I am trained as a B Leader, and I help guide organisations through the intricate process of attaining B Corp as well as Green Key, and EU Ecolabel certifications, facilitating their transition towards more holistic sustainability frameworks.
Certification – B Corp, Ecolabel, and Green Key 2021, 2022, 2023, 2024
I have guided companies through the application process and towards certification for both B Corp (5 companies) and Green Key (20+ businesses). I am currently helping a company through the application process towards the EU Ecolabel for tourist accommodation.
Keynotes
- 2024, ICCA Nordic Chapter Meeting; Events as a driver of good. Regenerative MICE strategies
- 2023, ICCA Global Association Forum; How to turn the negative footprint of events into a positive handprint
- 2022, COP27 Egypt; Raising The Bar: How destinations and events are winning through sustainability
- 2022, City DNA Summerschool: REGENERATIVE REVOLUTION Trends and best practices in sustainable tourism and events
Faculty
At GDSM, I am deeply invested in knowledge dissemination and capacity building. Through workshops, training sessions, and keynote addresses, I leverage my expertise to empower industry stakeholders with actionable insights and best practices. Whether it’s elucidating the nuances of regenerative tourism strategies or delineating sustainable event management principles, my aim is to inspire collective action towards a more resilient and responsible tourism ecosystem.
During my time at GDSM, I have had the huge pleasure of being on the faculty of different courses in the realm of tourism, regeneration, capacity building, and events. I never knew I would enjoy this special role, as much as I do.
Teaching, 2022, 2023, 2024
- Faculty MPI, Sustainable Event Strategist
- Faculty GDS-M Academy courses; Capacity Building
- Faculty Destination Canada programme; Capacity Building
- The ICCA Skills Programmes CICE; CISL; Sustainable and Regenerative Events
