Trainer

María Rut Ágústsdóttir

Mid- and Top-Level Management Training in Resilience & Sustainability

Trainer

Name
ENTREPRISE

María Rut Ágústsdóttir

The Icelandic Travel Industry Association

Job TITLE

Project Manager

COUNTRY

Iceland

TOPIC

Mid- and Top-Level Management Training in Resilience & Sustainability

Description

Working in tourism since 2011, I have held positions across various sectors of the industry, from hotel management to tour operations (B2B and B2C), restaurants, and tourism information centers, to my current position at IATA where I work to support industry-wide development. Additionally, I hold an MA in Tourism from Aalborg University. I have therefore seen the travel and tourism industry from many different viewpoints, but the red thread I see—and am passionate about—is the human centricity of the industry. I believe tourism is a powerful way to connect people, whether that be travelers or those of us working within the industry. Sustainability, collaboration, and cooperation between all stakeholders play a crucial role in achieving that.

Challenge from Practice

One of the main challenges I encounter in my work is the growing complexity of sustainability requirements. The so-called “certification jungle” makes it difficult for small and medium-sized enterprises to navigate standards and reporting, even as expectations from governments and travelers continue to rise. Without support, many risk falling behind. Sustainability is a wicked problem, and progress depends on creating an environment where companies of all sizes can engage on equal terms through collaboration, shared knowledge, and collective initiatives.

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Co-Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Innovation Council and SMEs Executive Agency (EISMEA). Neitherthe European Union nor the European Innovation Council and SMEs Executive Agency (EISMEA) can be held responsible for them.
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