Experience center Floriworld in Aalsmeer has closed its doors with immediate effect. The recently opened interactive flower museum attracted too few visitors. Operator DEX (Dutch Experience Group) therefore sees no good in the future. The corona crisis and the war in Ukraine are mentioned as causes.
Floriworld opened in July 2020 but had to close its doors again a few months later due to the corona crisis. As a result, the Instagram-friendly experience center immediately fell behind. Floriworld mainly focused on American and Asian tourists who visit the Netherlands, Bloemenland.
Read more below the Instagram post.
Even after corona it still seems difficult to entice enough intercontinental visitors to visit. The war in Ukraine makes a trip to Europe less attractive for this target group.
European and Dutch market
Floris Olthof, director of Floriworld, emphasizes that the closure does not have to mean the end of Floriworld. He says that experts will look into whether the flower attraction can still be made viable. “For example, the Dutch and European market has not yet been fully explored. Ultimately, research will have to show in what form Floriworld will continue,” says Olthof.
Olthof finds it regrettable that operator DEX has to let Floriworld run. “But the time just wasn’t right.” DEX itself could not be reached for comment Wednesday afternoon.
Soul of the Region
Earlier this year, Floriworld was the setting for the NH broadcast The soul of the region – Amstelland. Watch that broadcast below.