A keynote address at the upcoming Global Tourism Summit produced by the Hawaii Tourism Authority will focus on responsible tourism, the agency recently announced.

Olof Yrr Atladottir, the director general of the Icelandic Tourist Board and vice president of the European Travel Commission, will give a speech addressing tourism's impact on society on the third day of the 2017 summit in Honolulu.

Iceland has seen a surge in tourism over the last few years, and is grappling with the best strategies for welcoming visitors while simultaneously protecting communities and resources. Atladottir will discuss a holistic approach to tourism, with an eye toward local and global impacts.

"I'm excited to be coming to Hawaii for the first time not only to enjoy the great beauty and experiences I've heard so much about, but to also add perspective to a serious topic many destinations and communities are dealing with around the world," Atladottir said in a statement. "We all have a responsibility to tourism and our communities and that requires proactive planning to achieve a balance between community and industry needed for success. For Iceland, it has meant rethinking all of our public services."

Atladottir will make her presentation on Sept. 21 at 9:30 a.m., at the Hawaii Convention Center.

In addition to her role with the Iceland Tourist Board, Atladottir serves as vice president of sustainability at the European Travel Commission and is board chair of the North Atlantic Tourism Association.

The three-day Global Tourism Summit runs Sept. 19 to 21, and also includes presentations by Billy Beane, general manager of the Oakland Athletics, who will discuss the use of analytics in business, and ESPN Sportscenter anchor and former Hawaii resident Neil Everett, who will talk about the importance of the Aloha spirit.

The annual summit organized by HTA works toward improving tourism in the Aloha State and elsewhere through highlighting Hawaiian culture, global marketing, technology and innovation in presentations and panel discussions. This year's theme is sustainable tourism.

For more information visit GlobalTourismSummitHawaii.com.
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