Connect, Inspire, Grow!

World Tulip Summit Program

Join us at the World Tulip Summit for an enriching program designed to foster connections among colleagues from around the globe. Dive into new insights and innovative ideas from experts in tourism, media, horticulture, and marketing, and elevate your tulip attraction. Featuring over 40 esteemed speakers poised to cover a diverse array of topics, our comprehensive schedule will be updated regularly. Keep an eye out for the latest speaker confirmations.

Wednesday, October 16 — Focus on Connection & Networking

Since our last in-person gathering in 2019, there’s much to catch up on. We will start the day by exploring the latest tulip merchandise presented by various producers and artists. The evening features a dine-around in The Hague, offering a relaxed environment to continue our conversations and forge new connections.

Thursday, October 17 — Inspiration and Growth

The day begins with keynotes from prominent figures in tulip attractions and industry leaders focused on destination development and promotion. The afternoon will break into targeted sessions offering practical insights into horticulture, marketing, communication, and enhancing visitor experiences. The day’s highlight will be our launch of a new Global PR Project on tulips in collaboration with renowned landscape photographer Albert Dros. The evening culminates in an Awards Gala Dinner, themed ‘The Journey of the Tulip.’ The dress code is suit and tie. This gala is a chance to celebrate our achievements among distinguished guests, including diplomats and media representatives.

Friday, October 18 — Exploration Day

We embark on behind the scene site visits to some of the most iconic tulip sites:

  • Keukenhof — Experience the world’s largest spring flower show.
  • Tulip Experience — Discover this new and thriving tulip field attraction
  • Amsterdam  Tour — A cultural and historical journey through Amsterdam

Join us for these immersive experiences to better understand the tulip industry.

  • 09:00 - 10:30

    Key-notes on Destination Development

    Industry experts from tourism boards, travel operators, online platforms, and media share the latest trends and developments in (tulip) tourism and consumer preferences and behavior

  • 10:30 - 11:00


    Coffee break

  • 11:00 - 12:30

    Keynotes on Destination Promotion

    Industry experts from tourism boards, travel operators, online platforms and media, share the latest trends and developments in (tulip) tourism and consumer preferences and behavior.

  • 12:30 - 13:30


    A lunch buffet will be served next to the main conference room

  • 13:30 - 17:00

    Break-out sessions

    - Horticulture: variety selection and plant designs, timing of blooms, pest, weed and disease control - Marketing & Sales: expectation management, visitor engagement and activation, and sales channel strategy - Visitor Experience: planning and designing ‘emotional souvenirs’, photo moments, and storytelling

  • 16:30 - 17:00

    Global PR project launch

    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 will be part of a global publicity campaign. We will share more about this during the summit. Albert has photographed three tulip shows in the USA, the Netherlands, and China; there is more to come!

  • 19.00 - 21.00

    Awards Gala Dinner

    an evening to celebrate our accomplishments with the famous World Tulip Society Awards and experience the ‘Journey of the Tulip’ through tulip diplomacy in media, art and international relations