Bjorn van Dijl named Hospitality Entrepreneur of the Year 2025: this is what makes him so special

Bjorn van Dijl, founder of the Willaerts Group, was named Hospitality Entrepreneur of the Year during the Entree Awards 2025 in Amsterdam. This prestigious title, awarded by the editorial team of Entree Magazine, recognizes Van Dijl’s innovative entrepreneurship and his vision for the hospitality industry, particularly outside the busy Randstad region. It comes as no surprise, as Van Dijl has proven that successful hospitality businesses are not found only in the major cities.

Willaerts Group, where Van Dijl runs several hospitality businesses together with his wife Natascha Lansbergen and various co-owners, makes a difference in the region. And he does so for good reason: employee satisfaction and talent development are central to his vision, which he believes directly contributes to the success of his businesses.

The strength of Van Dijl’s entrepreneurship: putting employees first

The hospitality businesses of Willaerts Group — including KITA, Il Mercato, Le Barrage and Grand Café Noordkade — are all successful concepts known not only for their dining experience, but especially for their working atmosphere and employee development. According to Van Dijl, the secret to success is simple: happy employees create happy guests. This is not merely a philosophy, but the foundation of his company.

At Willaerts Group, the company makes ongoing investments in training and career opportunities for employees. Van Dijl emphasizes: “Paying attention to your employees pays off in the attention they give your guests.” This vision is put into practice every day, setting his businesses apart in the hospitality industry. The result? Customer satisfaction and consistent service quality that guests praise time and again.

Success outside the Randstad too

The hospitality industry is often concentrated in major cities, but Bjorn van Dijl shows that you can also run hugely successful hospitality businesses outside the Randstad. His businesses bring life and employment to cities such as Papendrecht, Alblasserdam and Hendrik-Ido-Ambacht. This demonstrates that hospitality entrepreneurs have plenty of opportunities to grow, even outside the usual cities such as Amsterdam or Rotterdam.

It is therefore no surprise that the Entree Jury named him an inspiring entrepreneur in 2025 who has made an impact in the region.

Van Dijl’s vision of regional entrepreneurship

What makes Van Dijl so special is not only his business acumen, but above all his passion for the region. He knows how to transform an industrial estate into a vibrant destination, giving the local economy a major boost. Noordkade in Hendrik-Ido-Ambacht is a perfect example: a project that can compete with hospitality venues in larger cities, but in a region where you would not immediately expect it.

Bjorn van Dijl portfolio

2025: Noordkade in Hendrik-Ido-Ambacht
2023: KITA in Hendrik-Ido-Ambacht
2022: Il Mercato in Hendrik-Ido-Ambacht 
2018: Le Barrage in Alblasserdam
2011: Il Mercato in Papendrecht
2009: Grandcafé Willaerts in Papendrecht

And the future of Willaerts Group? It looks promising, with new plans for 2026, including one or two new hospitality businesses. Van Dijl continues to develop and grow, and his impact on the region is undeniable.

Why is this award so important?

The Hospitality Entrepreneur of the Year Award is presented to entrepreneurs who are not only successful in running their businesses, but also have a vision that inspires other hospitality entrepreneurs. In Bjorn van Dijl’s case, this is a forward-looking vision centered on employees and regional development.

The fact that Van Dijl considers his employees a valuable asset and consistently invests in their development makes him not only a good entrepreneur, but also an inspiring leader. The title of Hospitality Entrepreneur of the Year was therefore rightfully awarded to him. Bravo!

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Images: Pim Ras