Helle is a highly experienced and dedicated senior tourism researcher, specially focused on delivering sharp, meaningful and ready-to-use insights to support the sustainable development of visitor economies. Prior to her current role, Helle was Head of Research and Insights at VisitDenmark, long-term member of the Market Intelligence Group of the European Travel Commission and Senior Researcher at TNS Gallup with a portfolio of both domestic and international clients.
With an educational background in literature, psychology and communication combined with a long track record of hands-on data analysis, research development and market research, Helle has developed a particular focus on building the narratives within the numbers, communicating insights in a easily accessible, motivating and actionable way.
As Head of Research & Insights with VisitDenmark, Helle led the transition from a more traditional research portfolio towards a digital and data-driven approach, exploring the value of new digital data sources and methods. Furthermore, Helle initiated a range of new research concepts to support a more sustainable tourism development and to broaden the perspective on the effects of tourism to include social, economic and environmental factors.
With Group NAO, Helle delivers insights on the broader value creation of tourism and how it can be a catalyst of both cultural, social and economic growth at destinations.