'The North Sea is crucial for the Netherlands, and that deserves wider recognition'

The North Sea is closely connected to daily life

Although the North Sea was not unfamiliar territory for the TNO strategy consultant, he nevertheless started his role with a degree of healthy naïveté. 'I immediately thought: I’ll keep a newsletter with everything that appears in the news about the North Sea,' he says with a laugh. That plan soon proved unrealistic. 'It’s almost impossible to keep up. It quickly became clear that there is news about the North Sea almost every week. I stopped keeping track fairly quickly.'

'The North Sea is literally ‘out of sight, out of mind’ for most people,' he continues. 'They think it does not affect them. But in reality, a great deal comes from the North Sea: your energy, your food, and many of the products that enter the country via our ports.' And it is not only about material flows, he emphasises. 'Our culture is also rooted there – our culture of cooperation and our tradition of international trade.'

Children’s sense of wonder

One of the highlights of his time as mayor has been the conversations with young people. 'Those stand out for me,' he says enthusiastically. Whether at primary schools or during a youth panel at the Offshore Experience event. 'When you show children a map of the North Sea, their first reaction is: ‘Why does Belgium have so little and we have so much?’ And: ‘Could we create a food bank for fish at sea, for when they don’t have enough to eat?’ You never hear that kind of question from adults.'

That sense of wonder is inspiring. 'They often place nature very high on the agenda, but they also talk about energy and security. In a way, they are more idealistic than we are as adults.' His advice: 'Hold on to that sense of wonder and keep thinking in terms of possibilities. As a country, we have repeatedly shown that we are able to solve complex problems by working together.'

From driveway to operational area

Over the past two years, Joris has observed a significant shift. Where discussions about the North Sea initially focused on three transitions – energy, food and nature – a fourth has now clearly emerged: security.

'At the Ministry of Defence, I heard a striking phrase,' he explains. 'The North Sea has shifted from being a driveway to an operational area. It used to be the place you returned to after a mission. Now it has become an operational area in its own right.'

A different perspective on energy

The way in which energy is viewed has fundamentally changed. 'The energy transition rests on three pillars: clean, affordable and reliable. For a long time, the debate centred mainly on costs and sustainability. But since the energy crisis triggered by the invasion of Ukraine, the key question is no longer only what energy costs, but what energy is worth to us. Reliability and resilience of the energy system may now be the most important factors.'

A sea that looks empty but is not

Another insight Joris often shares is that the North Sea may appear empty, but in reality it is quite full. 'You wouldn’t expect it, because from the beach it looks like a vast open space. But when you consider the space required for nature, shipping, defence, fisheries and energy, a lot is happening in the same area.'

This calls for new solutions, many of which are already being explored. 'Wind turbines may be placed a kilometre apart, but large vessels are not allowed to pass between them, and fishing is restricted,' Joris explains. This has led to growing interest in multiple use of space, where different functions can be combined. 'It is a good example of looking at what is possible, and that often leads to new forms of synergy.'

A long‑term perspective is essential for fisheries

During his two years as mayor, Joris has held round‑table discussions with various sectors, including the fishing industry in Urk. 'For me, as an outsider, that was a real eye‑opener,' he says, reflecting on the impact of recent developments on the sector.

'For you and me, a job is a choice, and if necessary, we can change careers. But for many people in fisheries, it represents their childhood and their future,' Joris explains. 'Their culture, families and social networks are deeply intertwined with that profession. It is not just a job.'

'That sector therefore deserves a long‑term perspective that fits a changing North Sea,' he argues. 'There too, we need to actively explore what is still possible.'

Consensus‑building at sea

Joris sees encouraging signs in his discussions with stakeholders. 'What stood out to me in conversations with different ministries is how positively interdepartmental cooperation is viewed. Around six ministries are actively involved in North Sea policy, working on a complex challenge with many different interests. That requires short lines of communication and a willingness to compromise.'

Another example he highlights is the North Sea Dialogue. 'This is something that is quite unique to the North Sea countries. The national government and stakeholders come together to discuss the present and future of the North Sea. It is, quite literally, consensus‑building at sea.'

Translating, not directing

Joris primarily sees his role as that of a translator towards the general public. 'One of the things I enjoyed most was producing two seasons of the podcast.' He hopes this may eventually be followed by a television or vodcast series. Initial steps have already been taken. 'That would be a great way to reach a wider audience and continue to nurture that sense of wonder.'

In addition, he plans to stay closely engaged with educational institutions and young people in the coming year. 'They are, after all, the future of the North Sea.'

The State of the North Sea

In the final year of his term, Joris wants to continue building awareness. 'I would like to introduce something like a ‘state of the union’ for the North Sea: an annual State of the North Sea at the end of each year, covering all perspectives – nature, shipping, energy, food, defence and more.'

A media‑savvy successor

Meanwhile, the organisation 'Jouw Noordzee' has started the search for a successor. The initiative originally began at the Lowlands festival with the idea of appointing a ‘Mayor of Your North Sea’. 'I think the next mayor will need genuine sea legs and may well be more of a media figure who can generate public attention,' Joris reflects. 'My own background is more research‑oriented. The successor will also need strong listening and connecting skills, because there are so many different perspectives involved.'

As long as the importance of the North Sea continues to be communicated clearly. For Joris, that is the core message to the Netherlands: 'The North Sea is essential to our security, our economy and our natural environment. Our culture has been shaped by it. It therefore deserves our care and the attention it requires.'