"NL: "Floriworld will be new international attraction"

Floriworld, the experience centre of the horticultural sector, will open its doors in Aalsmeer at the end of 2019. The initiators want to inspire hundreds of thousands of visitors each year.

Initiators and developers have formalised the agreements and have been assured of the commitment of the entire horticultural sector. In Floriworld they will show what flowers and plants can mean in daily life and thus stimulate the worldwide demand for flowers and plants.

It's an experience centre that will foster a green feeling among the many international tourists who visit the greater Amsterdam metropolitan area. Floriworld has been the topic of discussion for several years. Especially in the last year, hard work has been going on behind the scenes on the follow-up to the feasibility of Floriworld.

Growing interest
Until 2025 the forecast is an annual growth of 3% in foreign tourists to the Netherlands. And Keukenhof has again experienced an increase to 1.4 million visitors. The growing interest for the Netherlands and for flowers is a positive starting point for the realisation of Floriworld.

The parties involved
At the beginning of December 2017, the parties involved (Koninklijke VolkerWessels onderneming KondorWessels Projecten, Dutch Experience Group, Royal FloraHolland and Flower Council Holland) took the last step. In a joint meeting with a representative from the entire horticultural sector (breeders, growers, trading companies and horticultural promotion), all of the parties listed agreed on their commitment, and it can now be confirmed that Floriworld will be realised.

Royal FloraHolland: major shareholder
Royal FloraHolland is an important partner in its realisation and will be a major shareholder in the Floriworld foundation along with Flower Council Holland and Dutch Experience Group. There will also be monitoring of the activities in this experience centre to uncover whether they really lead to an increased demand for flowers and plants.

Start of construction
Construction is expected to start in the second half of 2018, with the pre-opening planned in time for the Trade Fair 2019 in Aalsmeer.

Source: Royal FloraHolland

Publication date: Tue 19 Dec 2017