The Heart of the Global Flower Trade
Royal Flora Holland is the world’s largest flower auction, located in Aalsmeer, the Netherlands. As a key hub for the international flower trade, it facilitates the buying and selling of flowers and plants from all over the world.
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Royal Flora Holland: A Must-Visit Experience
Royal Flora Holland welcomes visitors on weekdays from 7:00 AM to 11:00 AM (until 9:00 AM on Thursdays).
The best time to visit is early in the morning when the market is bustling with activity.
I visited on a Monday around 8:00 AM—according to the receptionist, this is the busiest day for flower shipments.
A Glimpse Into Royal Flora Holland
Founded in 1911, Royal Flora Holland was formed through the merger of multiple flower auction cooperatives. Today, it auctions over 44 million flowers from 20,000 varieties daily, generating more than €18 million in sales per day.
The most commonly sold flowers are roses, followed by tulips and chrysanthemums.
The Aalsmeer auction site is the largest among Royal Flora Holland’s four locations in the Netherlands. Spanning an area equivalent to 243 football fields, it boasts state-of-the-art facilities for handling and displaying flowers.
Monday to Friday: 7:00 AM – 11:00 AM
Thursday: 7:00 AM – 9:00 AM
Ticket：€12
MAP：Legmeerdijk 305 Aalsmeer
URL：FloraHolland
How the Flower Auction Works
At Royal Flora Holland, growers bring their flowers and plants to be auctioned to buyers, including wholesalers, florists, and garden centers. The auction follows a clock auction system—prices start high and decrease until a buyer stops the clock by agreeing to purchase at that price.
In the past, the auction took place in a large auction hall, where traders bid on flowers displayed on big screens. However, the process has now gone fully digital.
To enhance efficiency, Royal Flora Holland introduced Floriday, an online marketplace where growers and buyers can trade flowers digitally. This platform streamlines the sales process, making it easier to manage inventory, logistics, and orders.
Fully Automated Flower Sorting System
Beyond auctions, Royal Flora Holland provides logistics, packaging, and distribution services for the floral industry.
One of the most impressive aspects of the market is the enormous warehouse, where hundreds of thousands of flower wagons are lined up.
Each day, more than 40 million flowers are sorted, with most of the process being fully automated.
Every flower has a barcode that allows the system to sort and transport them efficiently.
The facility even has an 18 km-long rail system, where flower wagons automatically move to designated areas.
A Commitment to Sustainability
Royal Flora Holland is dedicated to sustainability, implementing initiatives to reduce energy consumption, optimize logistics, and use eco-friendly packaging materials.
Their goal is to minimize the environmental impact of the floral industry while maintaining high-quality standards.
Visitor Experience & Tour Route
Visitors can explore the market via an elevated 1 km-long tour route, providing a panoramic view of the warehouse.
What You’ll See on the Tour:
✔️ Endless rows of flowers ready for auction
✔️ The automated sorting system in action
✔️ The historic auction hall (now unused)
✔️ The flower quality control room
At the end of the tour, there’s a photo booth and a free coffee station—a perfect spot to take a break after an early morning visit!
Souvenir Shop
Before leaving, don’t forget to check out the gift shop near the ticket counter.
While fresh flowers aren’t sold, you’ll find a variety of floral-themed souvenirs, including beautiful tulip umbrellas—a perfect reminder of your visit!
How to Get to Royal Flora Holland
By Public Transport:
Take bus 358 from Amsterdam Zuid Station—it’s about a 35-minute ride to Royal Flora Holland.
Final Thoughts
A visit to Royal Flora Holland is a unique and unforgettable experience, offering a behind-the-scenes look at the world’s largest flower auction. Whether you’re a flower enthusiast, a photographer, or simply curious about the global floral trade, this market is a must-visit destination in the Netherlands!
