Lars Falk is a lecturer, developer, marketeer, researcher, and project manager primarily focused on the hospitality and tourism industry. He holds a position as Associate Professor within the Service, Hospitality and Tourism Management Programme at University College of Northern Denmark (UCN).

Lars holds a MA in International Tourism Management and a BA in International Business Communication both from Aalborg University. Before and during his engagement at UCN he has worked with strategy, marketing, development etc. at the Danish national tourism organisation VisitDenmark, and been involved as board member in various DMOs in Denmark, both locally and nationally. Lars is already very familiar with the EuroCHRIE organisation as he has been a part of the planning and execution of the 2017 EuroCHRIE conference in Kenya, and a part of the conference committee of the 2020 conference in Aalborg. In addition, Lars worked as EuroCHRIE Interim Director of Marketing from 2020 – 2021.