The summer talk: Hege Fredlund Hoff

Can you tell us a bit about how the past year has changed the way you and VisitDenmark work?

It's clear that the past year has been challenging for us. I'm working to get as many Norwegians as possible to Denmark on vacation, and the pandemic has placed some natural limitations here. At the same time, the situation has created new opportunities for collaboration across my organization. Those of us based in Oslo have been working in project groups and meeting with colleagues in many parts of the world. I think the pandemic has brought us closer together and we have a clear common goal.

Looking back over the past year and a half, has the pandemic actually brought anything positive to the travel industry or should most things go back to the way they were before?

In addition to closer collaboration internally, I think we have also become closer to our partners, both shipping companies and airlines. I think the industry is looking at new ways to benefit from each other. VisitDenmark has a lot of great content and good stories that we are happy to share! Although I look forward to the day when I can travel to Denmark without testing and controls, I think the travel industry will learn a lot from this time.

What new routines and arrangements would you like to take forward?

The experience of team meetings and the close collaboration across teams!

How do you envision the rest of 2021, and what are you most looking forward to?

For someone who loves meeting people in person, I'm really looking forward to working more in the office. I'm looking forward to the daily sparring with my great colleagues, Thea and Hilde. It will also be really exciting to start our campaigns in the summer to see if anyone would consider Denmark this year.

What has it been like working with Aller Media during this time when everything has been so different?

"Our collaboration with Aller Media is always good, regardless of the pandemic or not. Aller has shown great professionalism and consideration, but at the same time kept in touch. I particularly appreciate the flexibility you have shown in relation to the uncertainty I have had in my plans in 2020 and 2021.

And such happy and friendly people (thank you, Maja and Ingrid!)!

Finally, what are your plans for the summer?

This summer we'll be traveling to Denmark and Mosjøen. I'm saving some vacation time for the fall since my daughter is starting her studies in England. But Denmark is naturally first on my list!