The Power of Pedals: What We Can Learn from the Netherlands’ Bicycle Culture for Sustainable Tourism

The Power of Pedals: What We Can Learn from the Netherlands' Bicycle Culture for Sustainable Tourism

On March 4th, we had the honor of speaking at the Fábrica de Arte Cubano in Havana, Cuba, at the invitation of the Citykleta Bicycle Festival and the Embassy of the Netherlands in Cuba. The talk was centered on the rich bicycle culture in the Netherlands, where approximately 50% of daily trips are made on two wheels. We also explored the unique opportunities that cycling tourism can offer to Cuba, opportunities that are both profitable and sustainable.

Jaime Garrido / La Habana, Cuba

The popularity of cycling in the Netherlands is well known, and for good reason. The Dutch have invested heavily in cycling infrastructure and education, creating a culture where cycling is not just a form of transportation, but a way of life. This culture has resulted in significant benefits, both for the environment and the health of the population. In addition, cycling tourism has become an important part of the Dutch economy, with visitors coming from all over the world to experience the country on two wheels.

Cycling tourism is a global phenomenon that offers a unique way to experience a destination, allowing visitors to explore at their own pace, interact with locals, and take in the environment around them. Cycling is a low-impact form of transportation, making it an ideal way to explore areas that are difficult to access by car or bus. Moreover, cycling tourism has a longer-term economic impact, both in marketing the attractions of the territory and in job creation.

At the talk, Jaime Garrido emphasized that the success of cycling tourism requires the presence of a network of local actors, both public and private, who act synergistically for the success of the initiative. At the policy level, this implies the need to develop any project in an integrated perspective, involving all the actors in the territory.

In conclusion, the event highlighted the potential of cycling tourism as a sustainable and profitable way to explore Cuba. By investing in cycling infrastructure and education, Cuba can create a culture where cycling is not just a form of transportation, but a way of life. This culture will have significant benefits for the environment, the health of the population, and the economy. We are grateful to the Citykleta Bicycle Festival and the Embassy of the Netherlands in Cuba for this incredible opportunity and look forward to seeing the development of cycling culture in Cuba.


Sustainably cultivating the future of food with the first seaweed farm in the Netherlands


The Pioneering Story of Zeewaar: The First Seaweed Farm in the Netherlands

Seaweed is an amazing food source that has been enjoyed by cultures around the world for centuries. In recent years, seaweed has become increasingly popular as a sustainable and nutritious food option. The Seaweed Company’s acquisition of Zeewaar is a significant milestone in the development of sustainable seaweed farming in the Netherlands and the EU.

The Seaweed Company is one of the leaders in this movement, specializing in the development of high-quality seaweed products for people, animals, soil, and plants.

Rebecca Wiering and Jennifer Breaton / Photo: @zeewaar

One of the most exciting developments in the field of seaweed farming is the emergence of organic seaweed farms. Zeewaar is the first Dutch and organically certified seaweed farm located in the Oosterschelde National Park. The farm was started by Rebecca Wiering and Jennifer Breaton in 2013 with the goal of creating sustainable seaweed cultivation in the Netherlands. Their mission was to get sustainable seaweed farming off the ground in the EU, and they have succeeded in doing so by collaborating with brands such as Hema, ProLaTerre, and The Dutch Weedburger.

Zeewaar grows seaweeds in the Oosterschelde National Park in an organic and sustainable manner that is ideally suited for human consumption. The seaweed is grown on an area of about 2 football fields with the possibility of expanding in the future. The harvest is processed locally in its own processing facility. It is the first seaweed farm in the EU to have implemented the highest food safety standards.

Over the past decade, the founders have put their heart and soul into developing Zeewaar into a reliable producer of premium seaweed products for food purposes. The emphasis is now on logistics, and therefore the time has come for the founders to pass on the baton.

The Seaweed Company aims to collaborate with all partners, from government to research institutions, and from consumers to other seaweed and fisheries companies, to bring seaweed applications and ingredients to the menu of more consumers and businesses in Europe. The acquisition of Zeewaar is a significant step towards achieving this goal. By continuing the sustainable cultivation of seaweed and expanding its distribution, the Seaweed Company hopes to make seaweed a more mainstream and accessible food source.

Science & Technology


Science & Technology

The Netherlands has cultivated an exceptional ecosystem for disruptive innovation and development in high-tech and science, talented information technology workers, and aspiring entrepreneurship.

The Dutch government spends more than €4.5 billion on science every year. Dutch scientific research ranks among the best in the world and the government is taking measures to keep it at the top. It also wants scientific research to address the challenges facing society and industry.

Amsterdam, or the startup capital of Europe, is a magnet for tech-savvy talent and growth, Eindhoven has “the smartest square kilometre in Europe” and Delft is home to the country’s largest tech university – Delft University of Technology.

An answer to a question frequently leads to a further question, so that the quest continues and one discovery paves the way for the next. In this way, curiosity
and wonder bring scientific renewal and breakthroughs, which contribute to social and economic progress.

Science seeks answers to current questions, but also ensures the growth of knowledge, so that we remain prepared for future challenges.

The Dutch startup ecosystem spreads out from the south to its very north and its scientific and tech achievements can undoubtedly surpass those of the current high-tech backbone.

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Sustainable Holland


Sustainable Holland

For many years, Holland has led the world in new innovations and policies that strive to increase sustainability. Through combined efforts in transportation, energy and industry, the Netherlands’ sustainable infrastructure serves to reduce the country’s carbon footprint.


Innovation soars in many sectors, but the Dutch continue to lead in sustainable transportation initiatives. Each day, Holland moves millions of people and goods through systems designed to have a lesser impact on the environment. Home to Europe’s largest port, Port of Rotterdam, the second-best connected airport in the world, Amsterdam Airport Schiphol, and a population of over 17 million, the Netherlands’ transportation infrastructure is robust. Through public and private partnerships and government initiatives, Holland has implemented some of the world’s most sustainable modes of transport.

Sustainable Energy Technology

A transition to a society based Sustainable Energy is necessary to be self-sufficient, meet the growing global demand for energy, and address the threat of climate change caused by greenhouse gas emissions. This transition will require fundamental innovations affecting the world’s energy landscape.

Sustainable Energy Technology profiles

Wind Energy, Solar Energy, Biomass Energy, Power, Storage, Economics & Society

We work with private and public sector delegations, as well as researchers and academics to to fit your group’s specific needs and interests.

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International Law


International Law

In The Hague, tens of thousands of people are working daily to build a more peaceful and just world. Coming from all over the world they work together on solutions to global problems with a focus on using new technologies to help accelerate peace, justice and security worldwide.

The Netherlands is a reference in International Law thanks to people like Hugo Grotius, one of the founders of international law, back in the 16th Century. Now, The Hague is known as the ‘City of Peace and Justice’ thanks to the many organizations that have since established themselves in the city. They include the Peace Palace, the International Court of Justice and the International Criminal Court.

We arrange visits to the International Court of Justice (ICJ) and the International Criminal Court (ICC) combined with lectures by lawyers and judges specialised in International Law. Subjects include Air and Space Law, Introduction to the International Court of Justice or International Water Disputes​.

Art in Amsterdam


Art in Amsterdam

A series of curated lectures on the artistic scene of Amsterdam and the latest artistic developments throughout the city.

Introduction to different professional figures related to the art world. The importance of a creative space, how much exhibition and the alternative use of it. Amsterdam Art organisation, as a bridge between the two worlds of artists and collectors.


Recommended visits: 

Oude Kerk

De Ateliers

Manifesta Foundation

Framer Framed

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Agri Holland


Agri Holland

We will take you on a journey through this agricultural country of The Netherlands, showing you what the future of farming could look like.

The Netherlands, a strip of fertile and reclaimed land, is strategically positioned in Northwest Europe. With more than 17 million inhabitants, this small country is the second largest exporter of agricultural products in the world, just after The United States. Over half of the total surface is in use for agriculture.

The country benefits from access to the sea, rail and trucking ports and distribution networks of European’s most vital waterways (Rhine, Meuse, Scheldt). The Netherlands is known for milk, dairy and cheese, arable and horticulture farming: vegetables and flowers in fully computerised greenhouses. Precision farming and automatic milking systems are well developed.

20 km²
Country's total surface in use for agriculture
0 billion €
Agricultural export value (2nd in the world)
Bezoek Agriport
drukte vba tribune e/f moederdag

Some of the excursions we offer:

The Netherlands is a dairy country with old traditions in the production and consumption of milk, butter, and cheese. its image is inextricably linked to a characteristic landscape of fields dotted with cows and windmills. Behind this image lies, a modern sector which is constantly innovating thanks to the combination of University research and collaboration between many Dutch companies.

Three out of the five widely used milking robots are manufactured in the Netherlands, two of the biggest worldwide operational semen organizations are based in the Netherlands, and two of the three internationally used Herd management programs are controlled by Dutch-based companies that make farmers’ lives easier with innovative solutions and tailored services.

An authentic experience can be found in a demonstration greenhouse, where more than 80 different tomato varieties are grown, using the so-called Dutch Method.

We take you on board of the global challenges of climate change, food waste, freshwater scarcity, urbanisation, finiteness of fossil fuels and food availability and safety.

Experience the hustle and bustle of the world’s largest flower auction, watch traders bid against the clock and be amazed by the quantity of beautiful flowers and plants traded daily.

World Horti Center is the innovation and knowledge centre for the horticulture sector. During a tour, we will introduce you to the worlds of research and education and the innovative horticulture cluster with over 100 pioneering companies.

‘To explore the potential of nature to improve the quality of life’

That is the mission of Wageningen University & Research. Over 6,500 employees and 12,000 students from more than a hundred countries work around the world in the domain of healthy food and living environment for governments and the business community-at-large.

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