Our sustainability strategy is embraced by the organisation
“A sustainable way of working must come from intrinsic motivation,” explains marketing director Willemijn de Vet. “Sustainability goals driven solely by external incentives have no chance of success.” We spoke to Willemijn about her mission for sustainability and the path to making the Beurs van Berlage climate-neutral by 2050.
Can you explain the importance of sustainability for the Beurs van Berlage?
“Sustainability is a top priority for us. As marketing director, I ensure we stay on track to achieve our goals. But for us, sustainability isn’t a marketing gimmick or a sales pitch—it’s second nature. Of course, we are sustainable, and of course, this is high on our agenda.”
What are the key reasons to focus significantly on this now?
“It’s our collective responsibility, and its urgency is becoming increasingly visible. Earth Overshoot Day—the date when humanity has used up all the resources the Earth can regenerate in a year—is creeping earlier and earlier. It’s absurd that by April or May, we’ve already exceeded our planet’s limits and effectively need 2.5 Earths for the rest of the year. So, we must act together.”
How did the integration of sustainability initiatives begin at the Beurs van Berlage?
“About five years ago, we started mapping out our sustainability efforts. During the pandemic, our focus shifted temporarily, but we picked it up again afterwards. We embarked on a certification journey with Green Globe, an international certification body for the tourism and events industry. This process required gathering a lot of information, which gave us insight into what we were already doing and what still needed to be done.”
Where do you stand now in this process? How is sustainability integrated into daily operations?
“Susainability is a shared goal across all departments and staff at the Beurs. It’s often in the details. For example, we’ve eliminated single-use plastics and stopped using cardboard cups. We separate waste as much as possible and are vigilant about minimising food waste. In our kitchen, we use mainly local, seasonal products to reduce our carbon footprint.
We’re especially proud of our sustainable heating system, which has cut our gas usage by 75%. Sustainability also encompasses social impact: we provide job opportunities for individuals with limited access to the labour market. And as a UNESCO-listed national monument, preserving our 1903 building is central to our mission.”
What are your sustainability goals for the future?
“Our goal is to be completely climate-neutral by 2050. To achieve this, we’ve set targets in areas like gas usage, water consumption, food waste, and waste management. From 2026, we aim to stop transporting water to the Beurs entirely. Our tap water is excellent, so we’re collaborating with Join the Pipe to install permanent water stations in the venue.
We’re also continually working to improve the sustainability of our foodbook. When we explain how the dishes in the foodbook promote biodiversity, many organisers are open to serving vegetarian or vegan meals. Our chef is passionate about this, as is our canteen chef, who creates delicious meals from leftover event ingredients.”
How do you motivate the organisation to embrace sustainability?
“It’s vital that sustainability comes from within the organisation. I can’t do it alone, nor would that be credible. When we started, sustainability often fell by the wayside. But we kept emphasising its importance, and now it’s a mindset—colleagues consider sustainability in every decision. Now, more and more colleagues bring ideas to the table. For instance, our chef recently asked if he could use plastic pipettes to serve salad dressing separately, so it stayed fresher and reduced waste. The answer was no because we don’t use single-use plastics, but I was thrilled he asked. It shows the issue is alive in the organisation.”
“It’s vital that sustainability comes from within the organisation.”
What challenges do you face in your sustainability journey?
“We still encounter challenges beyond our control. Recently, we expected 500 attendees at a conference, but only 300 came. We had 200 meals leftover, which we couldn’t easily donate due to portioning and serving logistics.
Another challenge is being housed in a monumental building, which limits changes like installing double glazing or solar panels. Transitioning away from gas also comes with significant costs. But we’re determined, and we’ll get there.”
How do you collaborate with industry peers to promote sustainable practices?
“We’ve joined the Net Zero Carbon Events initiative. There’s no need for every venue to reinvent the wheel. All event venues face similar challenges, and collaboration is key to making sustainability the norm. Together, we’re stronger when telling organisers that we only use local products or don’t allow one-time-use banners. It’s an industry standard now.”
What are the key learnings the Beurs van Berlage has gained from this process?
“Sustainability must come from within the organisation. When we started, it was a management-driven project, which doesn’t engage people. You also need a champion to keep the topic on the agenda and highlight its importance continuously.
Finally, we’ve learned to share our efforts—not for self-promotion, but to set an example. It inspires others in the events industry and beyond to follow suit. It starts with yourself, even at work, no matter how small your business is.”