Conference Matters 144

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Fryslân has a vision

In a world where sustainability is becoming essential rather than optional, Friesland is set ting the standard for green business tourism. With its deep-rooted commitment to circularity, renewable innovation and nature-driven experi ences, the northern Dutch province offers more than just a meeting space - it provides a blue print for the future of sustainable events. Just over an hour’s drive from Amsterdam, Fries land is a world that’s all about appreciating your surroundings. It’s tempting to romanticise this peaceful part of the Netherlands, which is world famous for its ice skating, sailing boats and Frisian horses. There is more to Friesland than just open space, serenity and boats: exciting sustainable things are happening here as well. “If you want to organise an inspiring conference, you’ve come to the right place,” says Yvonne Hulleman, Head of Marketing for Meet in Fries land. “Friesland proves that business tourism and sustainability go hand in hand. From high-­ impact congresses in intimate venues to immer sive team retreats and strategic workations, sustainability is embedded in every aspect of the business experience. Companies in Friesland actively prioritize eco-conscious choices - such as energy-efficient accommodations, locally sourced catering, and sustainable transportation - ensuring that every event contributes not only to business goals but also to a greener future.” By Jildau Cuperus

“We’ve also contributed to the nation-wide ini tiative Perspective 2030, which focuses on the sustainable development of the Netherlands as a destination,” she adds. “Friesland has long posi tioned itself as a sustainable business destina tion, and in the coming year, we aim to strengthen this position even further.” Bigger strides Why specifically this year? The year 2025 marks a special anniversary. “In 2015, a group of 25 Frisian entrepreneurs claimed that they could all set their own course to achieve climate goals. Instead, they chose to make bigger stri des together and set the bar high right away by trying to become Europe’s circular leader. Now, 10 years later, we can call it a success,” claims Evert Jan van Nijen, Director of VCF (Circular Friesland Association). To celebrate this anniversary year, companies from outside the province and abroad are being invited to see how Friesland puts the abstract concept of a circular economy into practice. The goal is to experience sustainability rather than just talk about it. Meet in Friesland is making it easier than ever for companies to do so. They offer tailored programmes that combine business inspiration with sustainable practices. More than 30 inspiring companies are opening their doors this year. Frisians strongly believe in sharing knowledge and helping each other “without immediately thinking about a favour in return,” Van Nijen adds.

A forum on a Frisian island A wonderful example is the Springtij Forum, a three-day event on the Frisian Wadden Island of Terschelling. This ‘congrestival’ is more than a conventional business event in a conference hall; it transforms the entire island into a stage for meaningful exchanges. Sustainability is embedded in every aspect of the Springtij Forum. Reusable materials are given priority, waste is kept to a minimum and only vegetarian meals are served. A truly memorable experience is the eat-with-your-hands dinner, ser ved on recyclable paper without plates or cutlery. Springtij’s co-founder Piet Noordenbos also invi tes companies to hold their events on his beloved island. “Terschelling won’t just be a backdrop to your event but an integral part of the experience,” he says. “Speakers and workshop leaders visit the island beforehand to explore locations, from forests to barn houses. The environment inspires the programme, creating a greater impact than a traditional venue.” Proud people Where does Friesland’s strong drive for sustaina bility come from? “Taking care of the environment has always been important to Frisians. They’re proud of their birthplace and want to protect it, and they do so in a forward-thinking way. In the same spirit, Meet in Friesland has signed the Glasgow Declaration on Climate Action in Tourism to underscore their commitment to international climate goals,” explains Hulleman.

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