How can DMOs ensure they are providing volunteers with purposeful tasks that go beyond simply directing visitors? How does the volunteers of VisitAarhus ReThinkers create cultural exchanges far beyond touristic sightseeing? What happens when volunteers and residents become the “face” of a destination? In this second instalment of WE*GENERATE: COMMUNITY, we speak with Ulla Svenningsen Lund, Head of Engagement and Volunteers for VisitAarhus. We look into how ReThinkers creates opportunities for volunteers and visitors for purposeful and rewarding interactions.