Crisis-tested strategist who led Greenland’s tourism recovery, Hjörtur helps organizations turn disruption into opportunity with bold, resilient communication.
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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.
Keynote by Hjörtur Smárason:
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:
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:
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:
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.
Watch Hjörtur Smárason in action!
Watch Hjörtur Smárason in action!
