Signe Jungersted is CEO and Founding Partner of Group NAO, an international innovation and strategy company that focuses on transformation, mostly within the experience and visitor economy. Signe has been at the forefront of Copenhagen’s transformation in approaching tourism development as former Director of Development with Wonderful Copenhagen. She was lead designer and author of the destination’s 2020-strategy, which declared the end of tourism and set a new course towards people-based growth and localhood for everyone. Signe has led innovative initiatives charging the Chinese market, co-creating visitor experiences with cultural institutions, partnering with startups and taking a deep dive into locals’ perception of tourism.

Signe is Board Member of Odense City Museums and holds a Master’s degree in Political Science from the University of Copenhagen and executive education in management and leadership from MIT Sloan School of Management.