World Tulip Summit – Join us from 9 to 11 November 2026!

Why this conference

It is our great pleasure to announce that the 10th World Tulip Summit will take place from 9–11 November 2026 in the Netherlands.

This special anniversary edition promises to be an inspiring and memorable event, one you won’t want to miss.

Watch the recap of the 9th edition in 2024 prepared by the participants from Tulip Time in Holland, Michigan:

Why this conference?

For thousands of years, the tulip has captivated the minds and hearts of people across the globe. Originating from the East, this emblem of spring has journeyed far and wide, splashing landscapes with vibrant colors and joy. Each year, millions are drawn to parks, gardens, festivals, and farms globally—all united by their admiration for this exquisite flower. In fact, the tulip’s universal appeal transcends cultural barriers, forging connections among people worldwide.

Who Should Attend?

Since its establishment in 2002, the World Tulip Summit has been the premier international platform for professionals in tulip tourism and the tulip industry. The Summit brings together key stakeholders from across the sector, including:

Gardens & Parks
Tulip Festivals
Tulip Farms
Tourism Boards
The Tulip Industry

We will keep you regularly informed as speakers and program highlights are confirmed. To get an impression of the program and speakers, have a look at the 2024 conference schedule.

What to Expect

The Summit offers a high-quality program designed to connect professionals and thought leaders in horticulture, tourism, marketing, and media from around the world. More than 40 international speakers are expected to share insights across a wide range of topics.

In addition to keynote sessions and presentations, the program will include hands-on experiences and behind-the-scenes site visits to Keukenhof and other leading tulip and tourism attractions in the Netherlands. The Summit will also feature the much-anticipated Gala Awards Dinner, attended by ambassadors from participating countries.

Please mark your calendar for 9–11 November 2026.

Schedule

08:00 - 09:00
Registration

Registration Desk is open to collect your badge and conference bag
09:00 - 15:00
Site Visits - Horticulture

Get to know the complete tulip value chain, from breeding new varieties to producing cut and pot tulips that color the world. It includes site visits to the most respected and specialised players in the field: Zwet Tulips (cut tulips), Hobaho (breeding) and Jansen's Overseas (pot tulips). Lunch included.
09:00 - 15:00
Site Visits - Marketing, PR & Tourism

Learn from other iconic Dutch leisure and tourism attractions Fien & Teun adventure farm, and the UNESCO heritage Windmills of Kinderdijk. (lunch included)
15:00 - 16:30
Conference Kick off and roundtables
16:30 - 17:30
Tulip Souvenir Market & Presentations

08:30 - 09:00
Registration

Registration Desk Open to collect your badge and conference bag
08:50 - 09:00
Opening Remarks
09.00 - 10.15

Visitor Experiences & Attractions

Get inspiration from new visitor experiences at leading tulip attractions: The Night Garden at Harrison Tulip Festival (Canada), The Journey of the Tulip Exhibition in Beijing Zhongshan Park (China) and entertainment and cosplay at Tulleys Tulip Fest (UK). Followed by a Q & A.

Speakers:

Kate Onos-Gilbert

Qin Lei

Stuart Beare
10:15 - 10:30

The World of Tulips

During this session, we kick off a unique publicity and media project with world-renowned landscape photographer Albert Dros about how the tulip connects with people worldwide — and your tulip garden or festival can be part of it! The series are part of a global publicity campaign with exhibitions, (media) publications and more. Albert has already photographed tulip shows in the USA, The Netherlands, United Kingdom, Italy, Türkiye and China, and there is more to come!

Speakers:

Albert Dros
10.30 - 11.00
Break

Coffee, tea and refreshments
11.00 - 12.15
Timing the Blooms

We cannot control Mother Nature, but we can create the best possible start for tulips to bloom as long as possible within a predictable timeframe, while limiting the risk on pests and diseases. In this panel you will learn more about variety selection, planting and design, bulb treatment, soil management and planting & harvesting techniques and machinery.
12:15 - 13:15
Lunch

Lunch Buffet in Hotel Restaurant
13:15 - 14:30

The Influencer's Perspective on Tulip Attractions

A panel session with 3 international influencers who share their experiences and suggestions for tulip attractions. Followed by round-table discussions to share best practices.

Speakers:

Daniel Budaes

Shreyashi Debnath

Sylvia Pennings
14.15 - 14.45

The Psychology of Flowers: from consumer research to purchase

By Yvonne Marquenie, manager market research at the Plants and Flower Foundation Holland, the leading research and marketing agency for the Dutch Flower Industry

Speakers:

Yvonne Marquenie
14.45 - 16.30

Communications strategies for unexpected events

How to communicate with audiences and media in case Mother Nature is not cooperating, or unexpected events going viral after a visit, or (false) claims on product and visitor experience are made on-site or in (social) media. This panel with participants from UK, USA and Netherlands will share their experiences and strategies to deal with, followed after a break at 15.30 by a round table discussions.

Speakers:

Gwen Auwerda
18.15 - 19.00
Awards Gala Dinner: Cocktail reception in BlueBlood Bar
19:00 - 21:30
World of Tulips Gala Dinner

A gala dinner with invited officials of the participating countries and presentation of the 'The Road to Tulip Mania' social media documentary.