Gwen Auwerda assumed responsibility as the Executive Director of Tulip Time in March of 2011 and is responsible for planning and executing this internationally recognized festival celebrating tulips, Dutch Heritage, and community.

In 2022, Tulip Time celebrated its 93rd festival, which takes place in the United States of America. Throughout the community, you will find 3.5 million tulips planted in city parks and attractions.  With a population of 34,000, the City of Holland hosts visitors from around the world for a 9-day festival. Locals and visitors enjoy parades, walking tours, artisan markets, fireworks, local and national entertainment, and our iconic Dutch Dancers. Over a half million visitors attend the festival each year, which results in an economic impact of $48 million for the West Michigan area.

The festival has been recognized as one of the top 100 events in North America by the American Business Association for over 30 years and has been named the Best Flower Festival by USA Today. In 2017 and 2019, Tulip Time received awards from the World Tulip Society: World Top Five Festivals Worth Travelling For and World Tulip Destination Worth Travelling For.