Henk Groenen (1962) attended the Netherlands Scientific Institute for Tourism and Recreation, now Breda University of Applied Sciences. After completing his studies, he began working as deputy director at the Texel Island branch of the Dutch tourist information office (VVV), where he was responsible for all marketing and communication for seven years. He then spent ten years at Dutch theme park Efteling, where he headed the marketing, communication and sales department. Since 2009, he has run his own marketing and communications agency, with Germany’s largest theme park, Europa-Park, as its main client. He also advises other parks and tourist destinations on devising and implementing effective marketing strategies. To further his professional development, he completed numerous evening courses in marketing and communications. With this, and over 30 years of practical experience, he has developed both a broad view of and deep insight into the leisure sector.