Inga Hlin Palsdottir has been an integral part of branding and promotion for Iceland for over a decade and has been involved with all aspects of the tourism industry. She led successful changes for the brand as a place and destination, both in crisis and in times of growth. She was the Director for Visit Iceland at Promote Iceland until end of 2019. Visit Iceland was the destination marketing office (DMO) and worked under the brand of Inspired by Iceland. She served on the board of NATA – North Atlantic Tourism Association from 2014-2019 and was a part of the reference group to the Nordic Council of Ministers on Nordic branding and Profiling from 2015-2019. From 2020, she has been advising places and destinations on strategy, branding, integrated marketing and crisis communication She has also written articles and been a speaker on various occasions – see www.ingahlin.is. She is also a Senior Advisor with Future Place Leadership.