Hans Friederich
Country: Netherlands
Nominated by: Diane Cassar (Board Secretary (MIEMA))
Summary of Nominee’s Contributions
Dr. Hans Friederich FRGS is a Dutch geographer and sustainability expert with over 40 years of experience in nature conservation, climate action, and bamboo innovation. He held leadership roles at IUCN Headquarters (2004-2013) and later served as Director-General of INBAR (2014-2019), securing UN recognition for bamboo and expanding INBAR’s membership to 48 countries.
Now based in Malta, he promotes bamboo’s role in climate resilience in Europe as World Bamboo Ambassador and advisor to BambooLogic, supporting industrial bamboo plantations across Europe. Since 2022, as a European Climate Pact Ambassador, he has championed Climate Friendly Travel (CFT) with the Malta Tourism Authority, building a global network of carbon-neutral travel enterprises and guiding them in climate action planning.
Creativity and Strategic Vision
Hans Friederich’s career has been dedicated to nature conservation and international development, advocating for the sustainable use of natural resources as a driver of socio-economic progress. His work at IUCN Europe involved lobbying the European Parliament and national governments on the value of nature-based solutions, a mission he continues through his membership in several IUCN technical commissions and advisory roles with the Malta Environment Foundation and Gozo Regional Development Authority.
Operating from Gozo, Malta, Hans is at the intersection of tourism, climate change, and conservation, leading the development of a global Climate Friendly Tourism network with support from the Malta Tourism Authority and recognition from the European Climate Pact. This initiative primarily supports Least Developed Countries and Small Island States, as well as hotels and tour operators in Europe, encouraging climate-conscious travel.
Impact
The Climate Friendly Travel Registry, launched in Malta in 2020, now lists 600 tourism enterprises worldwide committed to achieving carbon neutrality by 2050. These hotels, lodges, and tour operators integrate energy conservation, efficiency improvements, and nature-positive operations. The initiative aims to reach 1,000 registered companies by the end of the year.
Hans has played a key role in bamboo development in Europe, supporting BambooLogic’s plantation in Portugal, now covering 150 hectares, and working with farmers across the EU to cultivate nearly 100 more hectares. As a key speaker at the European Bamboo Expo in Dortmund, he continues to raise awareness on climate-resilient crop for sustainable development purposes.
His LinkedIn network of 10,000 followers allows him to promote climate action, sustainable tourism, and nature-based solutions. Through this platform, he shares insights, fosters engagement, and guides discussions on environmental sustainability.
Leadership
Hans Friederich has held high-level leadership roles in international organisations, managing teams across multiple continents. As Director-General of INBAR (2014–2019), he led 70 staff across Beijing, Accra, Delhi, Quito, and Yaoundé, secured UN General Assembly Observer status, and represented INBAR at the UN. Previously, as Pan-European Regional Director of IUCN (2009–2013), he oversaw 40 staff across offices in Switzerland, Belgium, Serbia, and Georgia, working closely with EU Commissioners on environment, fisheries, and agriculture.
Earlier, he headed IUCN’s Fundraising and External Relations Office (2004–2009), managing key donor relationships and launching a philanthropy support programme that became a core pillar of the Secretariat. Though no longer in a formal management role, he now mentors Climate Friendly Travel chapter leaders and works with IUCN scientific groups, NGOs, and the Malta Environment Foundation as a desk reviewer.
As Global Bamboo Ambassador and Senior Advisor at BambooLogic, Hans provides strategic guidance for bamboo development in Europe. Through leadership, research, and advocacy, he remains a driving force for nature-based solutions and a low-carbon future in Europe and beyond.