Oh, you work with data — so you must like numbers. As an analyst, I hear that a lot. But to me, data is much more than numbers.
It’s about understanding people and their behaviour, so we can create better products and experiences that truly resonate.
In tourism, my focus is on understanding travellers — uncovering what makes a journey memorable and using those insights to shape destinations that put the traveller first.
At VisitDenmark’s data platform, VisitData, my goal is to make data something everyone can use — not just something for analysts. I want destinations across Denmark to feel confident using insights to guide their choices, whether it’s planning for the season ahead, developing new experiences, or reaching the right travellers. Because when we understand the data behind people’s journeys, we can create better ones.
Before joining the world of tourism, I worked in telecommunications and FMCG — industries where data has long been a key driver of growth. Bringing that experience into tourism is both exciting and full of opportunities, as the sector continues to evolve and embrace the power of insights.
