Every June, the Netherlands hosts one of the most colourful and industry-shaping events in horticulture: FlowerTrials®. Taking place in week 24, this multi-location trade-only showcase takes hort professionals on a journey through the heart of Dutch (and nearby German) plant trade.

If you approach it like a traveller rather than just a visitor (as long as you’re an industry professional, such as a buyer from a garden centre or mail order company, for example – no regular plant lovers here, I’m afraid!), it becomes a rewarding, almost scenic tour of greenhouses, villages and cutting-edge breeding facilities.

What are the FlowerTrials®?

Instead of a traditional trade fair, FlowerTrials® is spread across dozens of breeding companies, each opening their doors to display new varieties of bedding plants, pot plants and concept ranges.

As an industry professional, you’ll visit breeders and move from site to site seeing everything from experimental petunias to retail-ready plant concepts designed for the next gardening season.

You can expect:

• Show greenhouses filled with staged plants displays
• Behind-the-scenes peeks into breeding innovation
• Conversations with growers and breeders
• Inspiration for retail displays and garden trends
• It’s professional in focus, but it’s also a visual feast!

Getting there: Flights and arrival

Most international visitors fly into Amsterdam Airport Schiphol, one of Europe’s best-connected hubs. From there, you’re within easy reach of the main FlowerTrials® regions:

• Westland
• Aalsmeer
• Boskoop
• Germany

If flights to Amsterdam are pricey, consider flying into Rotterdam or even Düsseldorf if you plan to visit the German participants as well.

Getting around the FlowerTrials®: My practical advice

This is not a walkable event. Sites are spread out across rural and semi-industrial greenhouse regions. Use the handy route planner here.

Your best travel options:

• Car rental (recommended): Gives you full flexibility. Roads are excellent, signage is clear, and parking is usually easy at trial locations.
• Taxi / ride apps: Possible, but costs add up quickly due to distances.

Many seasoned visitors map out 3–5 companies per day to avoid rushing.

Where to stay during the FlowerTrials®

You won’t find a single “event hotel,” so base yourself strategically:

• Near Schiphol / Hoofddorp: Central and convenient
• Aalsmeer: Closest to a major cluster
• The Hague / Westland region: Ideal for southern routes

Hotels fill up early during week 24, so booking ahead is essential. See nearby hotels here.

What you’ll see: A visitor’s perspective

Walking into a FlowerTrials® location is so buzzy! There’s a lot going on (without it being overwhelming like a flower show might), and it feels like entering a controlled microclimate of colour and design. Each breeder presents:

New varieties

There’ll be rows of plants – petunias, geraniums, calibrachoa, and more – each labeled with breeding codes or future brand names.

Concept displays

Not just plants, but ideas like ready-made retail bench concepts, colour-themed collections and sustainability-focused ranges.

Innovation in action

You’ll notice trends shaping the future:

• Heat- and drought-tolerant varieties
• Pollinator-friendly breeding
• Compact plants for urban gardening

Industry atmosphere

Despite all its beauty, FlowerTrials® is a working event, so it’s important to remember that. Conversations revolve around supply chains, genetics, and next season’s catalogues. It’s not for consumers! Still, the setting keeps it relaxed – coffee in greenhouses, informal chats among flowers….

Planning your visit to the FlowerTrials®

Attending the FlowerTrials® is really a joy, but following a few practical tips will make a big difference to your trip:

• Register in advance via the official FlowerTrials® website
• Plan your route daily – locations are grouped but still spread out
• Wear comfortable shoes (you’ll walk more than expected)
• Bring business cards if you’re in the trade
• Allow time to linger – the best insights come from conversations

When to go to the FlowerTrials® (Week 24 timing)

FlowerTrials® typically runs for four days in mid-June (week 24). Dutch weather at this time is mild – around 18–23°C in the daytime, with occasional showers (bring a light jacket). The long daylight hours make it easy to visit multiple sites each day.

Why a visit to FlowerTrials® is worth the trip

Even if you’re on the peripheral of the hort trade, FlowerTrials® gives you a glimpse into the future of everyday plants: what will appear in garden centres across Europe in the coming seasons.

Seen through a traveller’s lens, it’s also an unusual way to experience the Netherlands: quiet greenhouse regions instead of crowded tourist centres; the peace and fresh air of the countryside; and a slower, more immersive pace instead of hopping from attraction to attraction!

If you plan it well, FlowerTrials® doesn’t just have to be a standard business trip. It’s really more of an fun insight into the hidden engine of the global flower industry. See you there!