Rikke Holm Petersen

Rikke Holm Petersen is Director of Marketing, Communication & Behavior at Wonderful Copenhagen, the official tourism organization of Copenhagen.

She is a visionary, creative, and results-oriented leader with more than 15 years of experience across communication, marketing & branding, digital transformation, and behavior change.

Her track record includes, among other achievements, the launch of CopenPay – a pioneering tourism initiative that became the biggest global high-season tourism story in 2024. CopenPay has received multiple international awards and has been recognized as one of the world’s most innovative tourism concepts by Fast Company, Condé Nast, and TIME Magazine.

Building on the success of CopenPay, she has also launched DestinationPay – a global tourism model that enables destinations worldwide to design and implement their own incentive-based, behavior-changing tourism initiatives.

Additionally, she has led the launch and development of Denmark’s largest energy company Ørsted’s brand, as well as the establishment and digitalization of Denmark’s largest public authority. She has also been an external lecturer at Copenhagen Business School in Marketing and Communication and has won several digital awards.