Fryslân has a vision

In a world where sustainability is becoming essential rather than optional, Friesland is setting the standard for green business tourism. With its deep-rooted commitment to circularity, renewable innovation and nature-driven experiences, the northern Dutch province offers more than just a meeting space - it provides a blueprint for the future of sustainable events.

Just over an hour’s drive from Amsterdam, Friesland 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 Friesland. “Friesland proves that business tourism and sustainability go hand in hand. From high-­mpact congresses in intimate venues to immersive 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.”

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, served on recyclable paper without plates or cutlery.

Springtij’s co-founder Piet Noordenbos also invites 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.”

 

Friesland proves that business tourism and sustainability go hand in hand

 

Proud people

Where does Friesland’s strong drive for sustainability 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.

“We’ve also contributed to the nation-wide initiative Perspective 2030, which focuses on the sustainable development of the Netherlands as a destination,” she adds. “Friesland has long positioned itself as a sustainable business destination, 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 strides 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.

Award-winning innovation

Hydraloop is one of the companies opening their doors this year. Although they have offices stretching from the US to the Middle East and representatives in Canada and Australia, their headquarters are still proudly located in Leeu­w­arden, Friesland’s capital. This year, they’re ­welcoming interested companies to learn from their highly praised and international award-­winning invention.

“If you look around in Friesland and the Netherlands, you’d assume that we have more than enough water. But we actually have less and less usable drinking water,” Sales Manager Klaas Pool explains. “That’s why we developed a smart cabinet that filters domestic wastewater. Hydraloop filters all of this reasonably clean water, which normally washes away after showering or washing your hands. After this process, it comes back out of your faucet just as clean as it did the first time.”

Hydraloop’s customers include private individuals, as well as hotels, campgrounds, nursing homes, and even a mosque in Dubai. A Hydraloop system has also been installed in the new ­Cambuur Stadium in Leeuwarden, which means that the water from the football players’ showers is now used to flush the toilets.

Building blocks

There are many more building blocks to choose from for your sustainable expedition. You can stroll and discover the Fish Migration River. This unique natural solution connects the IJsselmeer to the Wadden Sea and allows fish access to both bodies of water. You can also visit a house that is made from locally grown hemp. Bring your team together for a circular retreat at Camp Vrijhaven. Immerse yourself in sustainable living, and come back with a strategic plan for greener business operations.

All information can be found online at www.conventionsinfriesland.nl/en. Can’t decide? Then get in touch with Yvonne Hulleman and her team. They’ve got all the knowledge on what’s the best programme for you, including the best places for food and accommodations. 

Curious about how to host a truly sustainable event in the northern Netherlands? Download the Discover Friesland Magazine: www.conventionsinfriesland.nl/en/magazine

 

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Organising a conference in Friesland

“The venues we work with are often smaller yet unique and leave a lasting impression. Such intimate surroundings invite visitors to talk to each other, and that personal feeling is our strength,” Yvonne Hulleman explains.

Top 5 sustainable venues:

Stadsschouwburg De Harmonie

This iconic theatre in the heart of Leeuwarden, where almost anything is possible, has been hosting events for over 150 years. It’s home to the internationally acclaimed Noordelijk Film Festival, and famous for its excellent acoustics. 

Thialf Stadion

Friesland boasts countless ice-skating legends, all of whom have touched the ice of Thialf Stadion. It’s also the most sustainable track in the world, with 5,000 solar panels on the roof, generating enough energy to keep the ice at the perfect temperature.

De Laape 

Have you ever had a business meeting inside a greenhouse? In this peaceful oasis on the lake in Warten, you can choose between two greenhouses. If you prefer an impressive modern farmhouse, your team can also spend the night there and wake up refreshed for a new day of inspiring training sessions.

Lokaal 55

This former slaughterhouse in Sneek is now a spectacular industrial venue on the water, where boats set off for pleasure trips and cooking workshops are given. There’s more 
than enough space for business meetings, parties and weddings.

Fries Museum

Friesland’s biggest museum, where climate ­control is key, has been gas-free since 2018. The museum has found innovative ways to ­preserve their treasures at the ideal temperature, which include works by the Frisian masters Wybrand de Geest, Sir Lawrence Alma-Tadema and M.C. Escher.