Royal FloraHolland Visitor Centre

Royal FloraHolland Visitor Centre

Royal FloraHolland Visitor Centre
4.5
Speciality & Gift ShopsVisitor Centres
Monday
7:00 AM - 11:00 AM
Tuesday
7:00 AM - 11:00 AM
Wednesday
7:00 AM - 11:00 AM
Thursday
7:00 AM - 9:00 AM
Friday
7:00 AM - 11:00 AM
Saturday
Closed
Sunday
Closed
About
Our location at Aalsmeer is the largest trading centre for plants and flowers in the world. And it's just a stone's throw from Schiphol airport. The earlier you get here, the more you see. From the Visitor Centre, walk across a gallery through the auction complex. As you walk around, you can use the IZI travel app for an explanation in 7 languages or find information panels which explain - in four languages - the auction process and the activities you'll be watching. There's no need to sign up for this tour in advance. You can also explore the auction with a professional guide. Reservation on the website, extra charge.
Duration: 1-2 hours
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  • Kathleen
    Chicago, Illinois133 contributions
    5.0 of 5 bubbles
    Great way to experience the flower industry outside of tulip season
    Very cool to see the flower auction and distribution center! Easy bus ride from center of Amsterdam -- direct route on public buses (~45-60 min). The auction is now done remotely but very cool to see the distribution center and flowers, esp. if you're interested in the global logistics of flowers. Very informational audio guide. Would also recommend arriving close to 7AM to see max flowers.
    Visited February 2024
    Travelled solo
    Written 6 March 2024
  • Elise G.
    Paris, France51 contributions
    5.0 of 5 bubbles
    A must visit in Amsterdam! Clearly underrated
    Excellent experience that must be done by everyone who visits or lives in Amsterdam. It is quite an early visit (between 7-11 am) but it is 100% worth it. The staff at the entrance is absolutely lovely and speaks in Dutch, English, French or German. The visit consists of walking through a suspended itinerary in the warehouse, having a clear view of the workers and the thousands of palettes of flowers being brought in, piled, arranged, and sold. It is quite impressive to watch as the warehouse is immense. Approx. 60 to 70% of the flowers on the global market transit here. This visit thus proposes to see a key actor in the industry. It is also the opportunity to observe an extremely large variety of flowers, many of those which cannot be seen at your local florist. It was mesmerizing to watch. You cannot see the transactions happening as nowadays everything is done online. However, you can see the rooms where it used to take place, giving a sort of historical aspect to the tour. You can also have a look at the laboratory in which quality tests are taking place. There was no guided tour when we were here, but they have an online one which is quite useful to understand all the different processes happening in the warehouse. The phone application can be downloaded quite easily as there is free wifi. There are videos as well as indications of nice spots to take pictures. When we went there were very few visitors, with a couple of clients visiting the warehouse, making it quite enjoyable. The tour ends with a free coffee or hot chocolate at the coffee machine, and there are fun activities to take photoshopped videos and pictures with flowers and machines used in the warehouse. You can have them sent to your email address for free. There are also videos with further explanations of the flower industry as well as a fun model simulating transactions like they used to be done directly at the warehouse. It was a really fun and learning experience! It's definitely off the tourist tracks and is an original visit that will be remembered for a very long time!
    Visited March 2024
    Travelled with friends
    Written 31 March 2024
  • CPJT
    Nanoose Bay, Canada42 contributions
    5.0 of 5 bubbles
    This is a one-of-a-kind experience. Beautiful colours and a logistical marvel!
    This was SO worth seeing. We arrived just after 7 a.m. and the facility was already buzzing with activity. It's mesmerizing to watch as hundreds of little scooter-like tractors haul flower carts around the floor as the drivers fill all the orders for the day. There is an elevated walkway so you have a bird's eye view of all the activity happening bellow. The building is absolutely massive, the size of 250 soccer fields, so as you look down the walkway, you can't even see the end. It's a logistical marvel to see it all in action. After a while, it felt like the activity slowed down quite a bit, and we realized it was because most of the drivers were on a coffee break. You can do an audio tour but we opted to go without and didn't feel like we missed much as there was excellent interpretive signage along the walkway. When you get to the end of the catwalk, there are some cool little activities including a green screen photo booth that give you an excellent keepsake photo from your visit. The staff in the vistor centre was very friendly and provided some excellent tips on things to see while we were in the Netherland. We spent about 1.5 hours here in total and then grabbed a quick breakfast at the cafe on site.
    Visited June 2024
    Travelled with family
    Written 23 June 2024
  • SixOneTwo
    Minneapolis, Minnesota493 contributions
    5.0 of 5 bubbles
    Recommend for Lovers of Flowers and Logistics
    I love flowers, so this facility did not disappoint. It's a massive warehouse of visual and aromatic beauty! Even if you're not into flowers, I would recommend a visit for anyone who has any interest in PROCESS. The logistical goings-on here are mind-boggling. It was extremely entertaining to watch from above as the entire process of flowers coming in on rails, being moved about via scooters, and orders being filled in a dizzying, yet orderly way. You simply must come early to see the masses of flowers filling the space that is so vast it's impossible to describe. You'll never buy a bouquet again from your local florist without thinking about Royal FloraHolland. Give yourself at least an hour to get here via public transportation. (It is worth it.) Be sure to take part in the short video process at the end, which will send the finished product to your e-mail.
    Visited October 2024
    Travelled with friends
    Written 16 October 2024
  • Fricky1
    Saint Anthony, Minnesota181 contributions
    5.0 of 5 bubbles
    No auction but plenty of flowers and interesting activity
    The auction is now all on-line and not observable anymore. However, if you like flowers or are interested in how things work (floral sale and export process), do visit. We spent 3 hours watching an army of staff pulling carts of interesting/beautiful flowers around and fulfilling orders a VAST warehouse. You can download an app for a self-tour. Cost for admission was 11.5 Euros. I do suggest getting there around 7 am when the spectacle is in full swing. The 357 Bus from the Concertgebau stop goes to the facility.
    Visited January 2025
    Travelled as a couple
    Written 17 January 2025
These reviews are the subjective opinion of Tripadvisor members and not of TripAdvisor LLC. Tripadvisor performs checks on reviews.

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Detailed Reviews: Reviews ordered by recency and descriptiveness of user-identified themes such as waiting time, length of visit, general tips, and location information.

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Janet M
Cordova, TN821 contributions
5.0 of 5 bubbles
Apr 2023
We visited the world-famous flower auction in Aalsmeer as an included excursion from our Avalon Waterways River Cruise in late April 2023. We had to leave the cruise ship very early in the morning (6:00am) for this excursion near Amsterdam Schiphol airport. We were told the earlier you get there, the more you get to see. It is the largest marketplace for flowers and plants in the world. The auction building is the fourth largest building by footprint in the world, covering 5,580,000 sq ft (128 acres). Around 46 million flowers are sold daily in this huge building that increases around special days (i.e., Valentine's Day and Mother's Day). Flowers arrive from around 10 pm and are cooled and sorted during the night. The auctions are early morning with bought flowers distributed immediately. By late afternoon, all the flowers will have moved out and the warehouse prepared for the next round. We did not see any “live” bidding since bidding is done electronically now and physical presence is no longer required. After entering the building, our group was escorted upstairs to an elevated walkway high above the flowers and the busy warehouse floor. These galleries/walkways are the closest visitors get to the flowers. One of the most interesting feature of the flower market is seeing the logistics in action with its endless numbers of small trains full of carts loaded with containers of flowers and plants that are moved by electric-powered trucks or automated rails. It looks all frenzied when looking down on it. The tour took about an hour or more. (Note: use the restroom before starting the tour. There are no restrooms available on the walkway.) This was a once in a lifetime memorable experience and we highly recommend it!!
Written 6 June 2023
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

rerp
Kibworth Beauchamp, UK396 contributions
5.0 of 5 bubbles
Jul 2022 • Couples
The good news is that it is worth spending a 1/2 hours watching the movement of flowers around in the world's biggest flower market, the bad news is that you need to get there early. We arrived at 7.15am and it was very lively, but by 8.30am there was visibly less action. You can pay E10 Euros to enter (which includes the opportunities to take photos and videos of you allegedly amongst the flowers and driving trollies) or E22 for a Combo ticket which includes entry to the Historic Garden and a Boat Ride in Aalsmeer itself. Don't bother about the combo. Firstly, you need to take 2 buses and a walk to get to the village. Secondly, it is not well signposted when you get to the village. Thirdly, the historic garden is like a tatty garden centre with rows of runner beans, tomatoes etc. Fourthly, the boat trip only took place at 1.30pm and 3.00pm, was not in English and was so crowded that if anyone else turned up they would have had to have waited for the late tour.
Written 10 July 2022
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

HaydnP280
Melbourne, Australia394 contributions
5.0 of 5 bubbles
Jan 2023 • Family
Most auctions are ascending bid - buyers pitch higher and higher prices until one buyer wins. But Dutch auctions are the opposite - the price descends until one buyer is happy and takes the price. Nowhere is this form of auction more celebrated than at the world famous Royal FloraHolland flower auction. You’ll see the “auction clock” in action and be amazed at the speed with which auctions are conducted… one every 3 to 4 seconds.

But that’s not all.

Today the flower auction site is a logistics masterpiece. Millions of flowers are delivered here every day by growers in Europe, Africa and other places. They’re auctioned quickly, and then delivered to buyers who rush the fresh flowers to stores and consumers all over Europe. It’s a site to behold.

Fun fact: It varies from flower to flower, but the deterioration of flowers once cut is around 15% per day!

Fun fact: The bid is “per stem”, but flowers are generally sold in lots of 50 stems. So 50 tulip blooms at EUR0.20 each mean a transaction value of EUR10. How much do you pay for a bunch of, say, 10 tulips?

The self guided tour of the flower auction allows you to walk above and look down upon the logistics hub, see the old fashioned and newer trading rooms, and gaze upon the stunning colour of endless varieties of blooms.

Don’t bother with a guided tour. Catch the bus from the centre of Amsterdam (or take an uber), spend a couple of hours enjoying the flower auction site, then bus back to the centre.
Written 16 January 2023
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

Jochen W
1 contribution
2.0 of 5 bubbles
Apr 2024 • Family
Unfortunately, the description is a bit misleading. The auctions only take place online. You can save yourself the trouble of getting up early to be there at 7 a.m. You can view an impressively large logistics hall from above on a visitor bridge. Below, hundreds of electric carts whiz around, pulling pallets of flowers behind them to prepare them for shipping. It smells intensely of flowers. The visitor center has seen better days. The old coffee machine serves bad coffee. It's definitely worth a visit if you find XXL logistics interesting, but at EUR 11.50 without a discount for families/students, it's much too expensive.
Google
Written 3 April 2024
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

Amanda
Needham, MA16 contributions
4.0 of 5 bubbles
Aug 2023 • Family
Very interesting for an hour or so in the morning. Just to watch the movements and the logistics of processing millions of flowers was a sight to behold! At the end they have some fun interactive activities with green screens that my family enjoyed. The process is winding down by 11AM, so go early!
Written 2 September 2023
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

Tami Z
1 contribution
1.0 of 5 bubbles
Aug 2022 • Friends
Bring back the pablic auction!!! I was at the Flora Holland couple of years ago, it was so much fun to see the real auction, and got an explanation on the spot, but now all I saw was flowers moved from one place to another. When I asked about it, at the reception, I was told it cost too much money to keep the auction at the spot, so they decided to do it only through the internet. I wish I knew, so I won't woke up early in the morning and drag my gusset with me.
In addition I paid 10 Euros per ticket, even though in the website it supposed to cost 7.5 Euros only...
Written 14 August 2022
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

dag
Long Island, NY242 contributions
5.0 of 5 bubbles
Apr 2023
Definitely a must-see for people who love flowers, however know that the actual auction is now online, so you will not see the auction going on. What you will see is an unbelievably large warehouse with constant activity of truckloads of crates of different types of flowers moving to and fro. You will also have to get up very early in the morning to see the action and beat the crowd, which grows as the morning goes on.
Written 30 April 2023
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

Lallunia79
33 contributions
5.0 of 5 bubbles
Sept 2023 • Family
Spectacular ! Millions of flowers every day, visible thanks to a very long walkway that runs around the main shed. Audio guide downloadable to your mobile phone and at the end the possibility of shooting a video while driving one of their forklifts through the market or taking a photo with different backgrounds, all sent to you free of charge by email. My daughters loved it (not just them).
Google
Written 12 September 2023
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

lootje1992
Amsterdam9 contributions
5.0 of 5 bubbles
Jun 2022 • Friends
We had a great time visiting the flower auction. You can see the old clock (via which they sold the flowers) and even play a trading game yourself. It’s impressive to see the logistics behind the flowers we buy in the supermarket or flower shop. Of course there also is an option to buy some souvenirs with tulips etc on them.
Written 13 June 2022
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

honeymonsterWales
Wales53 contributions
5.0 of 5 bubbles
As far as I can see, the only way to get to this place other than an organised coach excursion is to get the bus. Fortunately a few bus services will take you from Amsterdam Centraal and Schiphol practically to the front door (for the record- from Schiphol, you need the 198 bus - this leaves from stop B8, which is on the middle row of stops immediately outside the airport/railway station). I can't comment on how long the bus trip will take from various bits of the Netherlands, but from Schiphol it took about half an hour, and this involved a lengthy trip round the airport complex and then out into some extremely pleasant suburbs. The way we entered the complex, the bus had to pass through a security gate. Don't make the mistake of getting off at the first stop after this, or you will have a long walk to the public entrance. The bus stop you want is a couple of stops later and should be very obvious.

Once inside, there are two basic things you can do. First, inside the biggest warehouse I bet any of you have ever been in, there are two walkways about ten or so feet off the floor, that run the full length of the building. From there, you can watch what's going on, and other reviews and websites cover this in more than enough detail. Second, you can watch through glass observation windows buyers bidding on the flowers (again, see elsewhere for details). Described in this way, I know it sounds deadly dull, and as someone who can't tell a rose from a tulip, I expected it to be a complete bore. However, there is something utterly engrossing in the whole thing. You are given a little guidebook on entry and there are just enough information panels about the place for you to grasp what's going on without overburdening you with details. Honestly and truly, if you want to do something different, try this.

BUT: get there early. The guide books are absolutely right that the best action is early on. As we were leaving, a busload of folks on a guided tour were just arriving and all that was there for them to see was the fag end of the auction and a massive warehouse with very little in it but empty trolleys. And that was about 9.45 in the morning.

One other thing - the place has a perfectly okay cafe and a little gift shop.
Written 1 August 2010
This review is the subjective opinion of a Tripadvisor member and not of Tripadvisor LLC. Tripadvisor performs checks on reviews as part of our industry-leading trust & safety standards. Read our transparency report to learn more.

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ROYAL FLORAHOLLAND VISITOR CENTRE (2025) All You Need to Know BEFORE You Go (with Photos) - Tripadvisor

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