Ólöf Ýrr Atladóttir

Ólöf Ýrr has been involved with tourism for over three decades, at all levels of the industry. She served as Director-General of the Icelandic Tourist Board 2008-2017 and has been involved in international tourism ventures for a number of years. She has served on national and international boards and organizations for tourism, where she has focussed on the development of sustainable and responsible tourism.

She is a licensed hiking guide and has led tours in the highlands of Iceland, as well as guiding cross country horse treks and various private tours. Previously, she managed an educational tourism activity center at Lake Mývatn, as well as working as a ranger at Lake Mývatn, Jökulsárgljúfur National Park, and the Kverkfjöll geothermal area in Vatnajökull glacier.

With her husband, Ólöf owns and manages Sóti Summits, an Icelandic Travel company.