What is imagineering?

The Efteling

The history of the Efteling tells like a fairytale. But in 2005 the Efteling realizes that it has to change its business logic in order to be better equipped for future developments in digitalization, communication and interaction. The Efteling concludes that strategic innovation from an experience perspective is essential for the future of the organisation; experience drives innovation.

After a detailed analysis the Efteling decides to position the brand in a broader context. It becomes the 'Moeder en Hoeder van het Sprookje' (mother and keeper of the fairytale). Business transforms from physical operations in Kaatsheuvel to a place of symbolical content with no boundaries. This new form of businesslogic is the basis for future expansion of the Efteling.