Hjörtur Smárason
Crisis-tested strategist who led Greenland’s tourism recovery, Hjörtur helps organizations turn disruption into opportunity with bold, resilient communication.
Why book Hjörtur Smárason for your next event
- As CEO of Visit Greenland, Hjörtur successfully navigated one of the world’s most remote tourism markets through a historic global crisis, making Greenland the first country to fully recover to pre-COVID visitor numbers. His keynote offers a compelling blueprint for organizational resilience, strategic crisis management, and sustainable recovery, ideal for businesses seeking inspiration in navigating uncertainty.
- Before leading countries, Hjörtur made his mark in advertising, producing internationally acclaimed brand campaigns that captured attention and drove engagement. Audiences gain rare access to behind-the-scenes strategies from high-impact campaigns, learning how to create emotionally resonant messaging that connects and converts.
- Having witnessed and contributed to Iceland’s dramatic rise from economic collapse to becoming a world-renowned travel destination, Hjörtur brings firsthand insights on nation branding, reputation building, and long-term strategic positioning. His stories are powerful case studies for companies looking to redefine or revitalize their brand identity.
Non-binding request for Hjörtur Smárason
From Crisis to Comeback, Leading Through Uncertainty
Unlock powerful strategies for navigating disruption, driving growth, and transforming your brand with Hjörtur Smárason. A globally recognized strategist and storyteller, Hjörtur led Greenland to become the first country to fully recover its tourism industry post-COVID. With decades of experience advising governments, startups, and global brands, his keynotes equip organizations with actionable tools in crisis management, communication strategy, and innovation. Book a keynote that inspires resilience, sparks strategic thinking, and prepares your team to lead with clarity in a volatile world.
Keynote speaker Hjörtur Smárason is internationally recognized for his expertise in crisis communication, strategic storytelling, and destination branding. With a unique background that spans continents and industries, from rebuilding national reputations to crafting award-winning campaigns, Hjörtur brings a rare blend of insight, experience, and inspiration to the stage.
He is best known for leading Greenland’s tourism recovery during COVID-19, making it the first country to return to pre-pandemic visitor levels. His ability to guide organizations through volatility with clarity and purpose is what sets his keynotes apart. Hjörtur has worked with governments, startups, global brands, and crisis-stricken regions, empowering them to turn disruption into opportunity through bold strategy and visionary leadership.
As a seasoned strategist and former ad agency creative, he has built compelling narratives for MasterCard, Peugeot, and presidential candidates, while also mentoring leaders and developing astronaut field training programs in collaboration with NASA scientists. His talks are enriched by deep academic grounding in anthropology, political science, and business development.
Whether your organization faces transformation, uncertainty, or rebranding challenges, Hjörtur delivers tailored, high-impact keynotes that equip teams with tools to lead, communicate, and grow sustainably. Book Hjörtur Smárason for your event to inspire bold thinking, strategic resilience, and meaningful change across your organization.
Hjörtur Smárason on Sustainable Tourism Strategies
Watch Hjörtur Smárason in action!
Visit Greenland CEO at Skift Forum Europe 2022
Watch Hjörtur Smárason in action!
Keynotes
Keynote by Hjörtur Smárason: THE SECRETS OF GREENLAND
A presentation explaining Greenland in a cultural, colonial and geopolitical context. Greenland has become one of the center points of Trump's expansionist ideas and in this talk we try to understand what it is about Greenland that is so important, what Greenland is today and what Greenland could become tomorrow.
Keynote by Hjörtur Smárason: NEVER WASTE A GOOD CRISIS
A talk about crisis communications and crisis management, based on experiences from Iceland where two
consecutive crises led to a booming travel industry, and supported by examples from Hjörtur´s work in Nepal, Greenland and Ukraine.
The audience will learn how to take ownership of the narrative and turn a
negative event into a positive, ongoing narrative.
Keynote by Hjörtur Smárason: HOW TO OUTRUN A RHINO
An inspiring talk about the stories of a place, identity or reputation, how you build up a strong story and
different ways of communicating it, supported with examples of great storytelling.
The audience will learn storytelling strategies and how to create a competitive advantage against unfair competition through
powerful storytelling.
Keynote by Hjörtur Smárason: ADAPTING TO A FAST CHANGING WORLD
A thought provoking talk about the reality of climate change in the Arctic, the impact on the world in general and leading to the need for a new perspective - the Astronaut Perspective - where we see ourselves as astronauts on spaceship Earth with all the responsibilities that come with maintaining life on a spaceship.
