Elke graduated in 2001 as a Communication Scientist at the Catholic University of Leuven. After her studies, she started working there, first as an assistant in mass communication and marketing, and later as a PhD student studying the impact of word of mouth and influentials on travel behavior. It was the beginning of her passion for the tourism industry and it has not disappeared ever since. In 2004, Elke started out in the national tourism agency VISITFLANDERS, working on marketing activities to stimulate the domestic market. In 2008, she internally switched position towards online marketing. In 2012, she became the marketing director, responsible for all marketing activities of the VISITFLANDERSoffice in Brussels and the network abroad. Since 2016, she combines this current position with the chairmanship of the European Travel Commission marketing group. Together with 32 European countries, the European Travel Commission strives to build the brand ‘Europe’, and develop and promote it as a long-haul destination.