Climate-Neutral Fryslân: Moving Towards a Circular and Sustainable Sector

This article was written for Uncover magazine – From Global to Ground (10th edition). You can read the full magazine here. 

Author: Jasper Heslinga is transition manager for a sustainable and circular Fryslân. He works as a Senior Researcher at the European Tourism Futures Institute (ETFI) at NHL Stenden University of Applied Sciences.

Understanding waste, water, energy, and resource pressures on Fryslân
To get to these circular and sustainable forms, there are a few problems to overcome. Waste generation rises sharply in tourist hotspots, putting pressure on local collection systems in smaller towns and island communities. This includes large volumes of single-use plastics, such as packaging, takeaway containers, and disposable cups, which can end up in natural areas and even in sensitive ecosystems like the Wadden Sea. The sector is also energy-intensive. Hotels require heating, cooling, lighting, laundry services, and catering operations, all of which consume significant amounts of electricity and gas. Restaurants and event venues further increase seasonal energy demand. In addition, transport to and within Fryslân contributes to greenhouse gas emissions. The sector consumes a lot of water. Although availability and quality are currently high, both are coming under increasing pressure.  Water use and pollution increase during peak seasons, particularly in lake districts where recreational boating can lead to fuel leakage and wastewater discharge into surface waters. Beyond this, tourism requires substantial material and natural resources. Construction of holiday homes, marinas, and recreational infrastructure consumes land and building materials, while increased demand for food, water, and consumer goods puts additional strain on local supply systems.

What happens in Fryslân … should not only stay in Fryslân
The good news is that a lot is already happening in Fryslân and Vereniging Circulair Fryslân (VCF) plays a pivotal role in the province. This regional association is dedicated to accelerating the transition to a circular economy. VCF started around 2015, when a group of Frisian companies realised that collaborating on circular initiatives would have more impact than acting alone. Over the years, VCF has grown into a network with over 180 members, including businesses, government bodies, and knowledge institutions. 

Fryslân is globally recognised as a front-runner in circular policy, and VCF’s collaborative model is shared as an example for other regions in the Netherlands and across Europe. By showing tangible results contributing to a cleaner, happy and healthy Fryslan where resources are continuously used and re-used and actively sharing knowledge, Vereniging Circulair Fryslân not only strengthens circular economy practices locally but also inspires other regions to follow suit. 

As part of VCF, the Circulair Gastvrij Fryslân programme has been actively applying circular economy principles in the recreation and tourism sector over the past few years, by initiating several pilot projects that explore sustainable practices in real-world settings. Examples include bio-based construction of holiday homes (Sliepe yn’e Takomst), single-use plastic reduction (Wad Gaat Om), water reduction in hotels, local supply chains (Broodje Boppe), several food waste challenges, and a European project on Speeding up Sustainability Skills in Tourism (3ST) focusing on water, waste and energy. 

While these pilots have demonstrated the potential of circular approaches, the main challenge now lies in scaling these initiatives from isolated experiments into a broader, systemic movement that creates measurable added value. This is where the SPRONG project comes in. 

Transitions arenas explained 
Based on a review of the literature and numerous discussions on the topic, a longlist of potential transition arenas was compiled. Given practical constraints, the following arenas have been prioritised for the current focus:

The circular hotel room
A circular hotel room aims to rethink how hotel interiors are updated by focusing on re-use and refurbishment rather than full replacement every five to seven years, which currently generates significant waste. By re-using existing furniture, fixtures, and materials, hotels can reduce the consumption of new materials, lower transport costs, and achieve overall cost savings. At the same time, involving local craftsmen adds value and supports the regional economy. Beyond these practical benefits, a circular approach provides guests with a unique and meaningful experience, highlighting the hotel’s commitment to sustainability and creating a compelling story around their stay.

The off-grid holiday park
An off-grid holiday park explores how a vacation park can operate completely independently in terms of electricity and water. Large parks consume significant amounts of energy and water annually, but their scale also provides opportunities for extensive solar energy generation and water reuse systems. Fluctuating energy prices and changes in net metering policies make it increasingly important to optimise energy use, while water scarcity during droughts and quality pressures highlight the need for sustainable management. Implementing off-grid solutions can lead to cost savings on energy and water bills, full production of renewable energy on-site, and practical lessons for smaller parks aiming to adopt similar sustainable practices.

The airport of the future
The airport of the future envisions a facility that generates minimal emissions by integrating innovative technologies such as electric flight, battery storage, and hydrogen. Aviation remains one of the most polluting modes of transport, and demand for air travel continues to grow, making it essential to explore sustainable solutions. By experimenting with electric aircraft for short distances, on-site battery storage for energy management, and hydrogen as a clean fuel, such an airport can achieve substantial reductions in CO₂ and noise emissions, increase energy self-sufficiency, and support the development of the hydrogen economy regionally and nationally. Additionally, it can minimise noise impacts for local communities, strengthen the regional economy through investment and new jobs, and serve as an international showcase for sustainable aviation technology.

What steps to take next 
Recognising that the transition cannot happen overnight, the next steps focus on taking small, incremental actions. It is crucial to identify the key barriers and opportunities that are currently hindering progress (regulatory, institutional, financial, business model, societal, cultural, and mental), and to develop tailor-made solutions that address these specific challenges. This process relies on trial-and-error and reflexive learning, allowing stakeholders to continuously adapt strategies, learn from experience, and gradually scale successful approaches.

Complex challenges cannot be solved by a single actor. Transition arenas create a structured space for collaboration and shared vision-building. By bringing together a wide range of stakeholders, such as policy-makers, businesses, NGOs, industry associations, researchers and students, and local communities. They help align interests, build commitment, and generate more robust and widely supported solutions.

Using NHL Stenden’s cross-sectoral expertise
Among many stakeholders in the tourism ecosystem in Fryslân, NHL Stenden plays a central role in this transition arena. The Academy of Leisure Tourism and Hospitality is home to the European Tourism Futures Institute (ETFI) and the Academy of International Hospitality Research (AIHR). The academy consists of several professorships: 

• Sustainability in Hospitality and Tourism (Elena Cavagnaro)
• Transformative Foresight in Leisure, Tourism & Hospitality (Albert Postma)
• Disruption, Innovation & New Phenomena (Ian Yeoman)

In addition, to develop circular and sustainable solutions for Fryslân’s tourism sector, interdisciplinary collaboration at NHL Stenden is key. Expertise from Water Technology, Circular Plastics, Green Economics, and Transformational Media, can address water use, waste, plastics, sustainable business models, and behaviour change. Cross-academy cooperation between professorships and knowledge centres on water, waste, and plastics can deliver integrated, practical solutions that make the sector more circular and resilient.

Photography
Lucas Kemper & Lydia Annema