Name

Tulip Experience Amsterdam

Legal name

Tulip Experience Amsterdam

Website

https://tulipexperienceamsterdam.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Agricultural Tourism

NAICS

Zoos and Botanical Gardens (712130), Nature Parks and Other Similar Institutions (71219)

akta.pro primary industry

Parks, Gardens & Botanical Attractions (THAJACAH)

Keywords

• Tulip garden tours
• Agricultural tourism
• Flower bulb retail
• Heritage museum visits
• Spring tourist attraction

Headquarters

HQ city

Noordwijkerhout

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Others

Revenue model

1. Ticket Sales: Primary revenue stream from admission tickets to the tulip experience. Regular tickets are priced at €12.50 for adults and €6.50 for children. Season passes provide unlimited access for €29.50 (adults) and €17 (children aged 3-11).
2. Tulip Bulb E-commerce: Online shop selling tulip bulbs from their own nursery with 100% flowering guarantee. Delivers throughout the EU (excluding Switzerland and Great Britain). Order fulfillment occurs from October onwards.
3. Guided Tours and Experiences: Revenue from guided tours (€95 per group of 2-40), audio tours (€2.50 per person), coffee/lunch packages for groups, and photoshoot bookings.
4. Bus Tour Partnerships: Commission or revenue sharing from bus tours operated by Hop On Hop Off Holland, Tours & Tickets, and Tour Company that combine transportation from Amsterdam with entry to the experience.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Tulip Experience Amsterdam operates a seasonal tourist attraction in Noordwijkerhout (Bollenstreek region) combining a tulip show garden featuring 4 million tulips across 700 varieties, an indoor tulip picking area where visitors compose their own bouquet, and a tulip museum covering the flower's 1,000-year history. The venue is open approximately 8 weeks per spring and is supplemented by a separate online shop selling tulip bulbs from the family's own nursery, plus bus tour packages, guided tours, and group bookings from Amsterdam.

Product overview

Tulip Experience Amsterdam is a single-attraction venue combining a tulip show garden, museum, and indoor picking experience operated by the Pennings family (three generations since 1951). The core offering includes the show garden (4 million tulips, 700 varieties), tulip museum with audio tours in 11 languages, and indoor tulip picking area. Add-on experiences encompass De Witte Zwaan coffee corner, cinema, regional market, four art exhibitions, scavenger hunts for kids, and school educational programs. Premium offerings include guided tours (€95 for 2-40 persons), season passes (€29.50 unlimited visits), photoshoots, private business events, and bus tour packages from Amsterdam combining transport with Keukenhof visits. An affiliated online shop sells tulip bulbs with flowering guarantee. The venue has earned Best Hidden Gem of the World (2023) and Travelers' Choice Award (2023, 2024, 2025) recognitions.

Differentiator

Problem solved

Functional benefit

Products and services

• Showtuin (Tulip Garden Admission) Standard admission ticket (€12.50 adult / €6.50 child ages 3-11) granting access to the 4-hectare outdoor show garden featuring 4 million tulips across 700 varieties and dedicated photo spots such as a windmill, tractor, rainbow, Dutch clogs, bicycle, and photo frames; the indoor picking area (one bouquet included) is part of the same ticket. Targeted at individual visitors, families and tourists during the ~8-week spring season.
• Tulpenmuseum (Tulip Museum) On-site museum experience included with admission, showcasing the history of tulip cultivation through interactive exhibits, historic farming equipment and a cinema screening short films about tulip growing from before 1950; designed for tourists, school groups and cultural visitors.
• Tulip Season Pass Season-long unlimited-entry pass priced at €29.50 for adults and €17 for children (ages 3-11), valid for the entire spring operating period; non-transferable and limited to two bunches from the indoor picking area per person per season. Targeted at local visitors and tourists staying near the Bollenstreek for the full season.
• Group Packages (Groepsarrangementen) Discounted bundled offerings for groups of 15 or more (10% group discount), with optional coffee/lunch arrangements for groups of 30 or more at the on-site De Witte Zwaan venue (capacity up to 80 persons). Designed for tour operators, schools, corporate outings and large family groups.
• Guided Tour (Tourguide) 45-minute guided museum tour priced at €95 per group (2-40 persons), covering tulip history and the cultivation process; available in Dutch and English, with German and French on request. Targeted at group visitors seeking an enhanced educational experience.
• Audio Tour (Audiotour) Self-guided audio tour available in 11 languages at €2.50 per person, bookable through the website or on-site; aimed at independent international visitors who want to explore at their own pace.
• Tulip Photoshoot (Fotoshoot Tulpen) Private photoshoot sessions booked in advance, available Monday-Thursday before public opening (7:00-8:00 AM) and with extended evening hours until 9 PM on selected April-May days for golden-hour photography. Designed for professional photographers, influencers, couples and families.
• Private Business Events (Zakelijke Evenementen) Private evening events held Monday-Thursday from 18:30 to 22:30, including a 45-minute floor-manager guided tour of the attraction; offered to corporate clients and private event organisers seeking an exclusive venue.
• Kids and School Programs (Kids en Scholen) Educational programming for school classes and after-school care groups, including a children's scavenger hunt through the tulip world and a guided school tour covering the 1,000-year history of the tulip; a 10% group discount applies and supervisors enter free.
• Bus Tour Packages from Amsterdam Bundle packages combining return bus transport from Amsterdam with admission tickets, sold through partner operators: Hop On Hop Off Holland (from €32, Overhoeksplein 51), Tours & Tickets combined with Keukenhof (from €69.50, De Ruijterkade 34) and Tour Company with guide and coffee/tea (from €79.50, Stationsplein 4). Targeted at international tourists without their own transport.
• Tulip Experience Shop (Online Tulip Bulb Store) Online retail store (tulipexperienceshop.com) selling tulip bulbs harvested from the family's own nursery with a 100% flowering guarantee, delivered across the EU (excluding Switzerland and Great Britain) from October; targeted at home gardeners across Europe.

Quantifiable outcome

• Winner of Best Hidden Gem of the World 2023 (Tiqets Remarkable Venue Awards), beating attractions from New York, Dubai, and Venice
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Hop On Hop Off HollandcoreChannel Partner/ Reseller/ DistributorBus tour operator offering combined Hop On Hop Off tickets from Amsterdam to Tulip Experience Amsterdam. Departures from Overhoeksplein 51, Amsterdam (near A'DAM Tower). Package includes return bus transport and entrance tickets.
• Tours & Tickets (Tiqets)coreChannel Partner/ Reseller/ DistributorTiqets-powered tour operator offering combined Tulip Experience + Keukenhof bus tours from Amsterdam. Departures from De Ruijterkade 34, Amsterdam. Package includes bus, entrance to both attractions.
• Tour CompanycoreChannel Partner/ Reseller/ DistributorPremium tour operator offering complete experience packages including bus transport, Tulip Experience, Keukenhof, professional guide, and coffee/tea. Departures from Stationsplein 4, Amsterdam (Stromma building).
• Bakery EedenminorOthersTraditional local bakery in Noordwijkerhout supplying fresh sandwiches and delicacies for coffee and lunch packages offered to groups at the Tulip Experience.
• TiqetscoreChannel Partner/ Reseller/ DistributorLeading online booking platform for museums and attractions. Hosts the Remarkable Venue Awards where Tulip Experience won 'Best Hidden Gem of the World 2023'. Provides international visibility and booking infrastructure.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tulip Farm De Tulperij: An artisan tulip farm and picking garden near Amsterdam offering guided tours and tulip picking. A direct seasonal competitor for tourists seeking tulip-picking experiences in the Bollenstreek area.
• Keukenhof: The dominant Dutch flower garden attraction in Lisse, also seasonal (mid-March to mid-May), attracting international visitors seeking tulip experiences. Directly comparable as a ticketed, seasonal spring botanical attraction competing for the same Amsterdam day-trip tourists; Tulip Experience packages even bundle entrances with Keukenhof via Tours & Tickets.
• Hortus Botanicus Amsterdam: A year-round botanical garden in Amsterdam with a historic plant collection and visitor experiences. Comparable to Tulip Experience as a ticketed horticultural attraction serving tourists in the Amsterdam region, though operating year-round and located within the city rather than in Bollenstreek.

Broad incumbents

• Madurodam: A larger, established Dutch attraction combining outdoor exhibits, paid admission, and tour-operator distribution. Comparable as a ticketed, family-oriented Dutch experience with strong group booking infrastructure and international tourist appeal.
• Zaanse Schans: A larger, well-established open-air heritage attraction near Amsterdam combining ticketed experiences with tourist transport links. Comparable as a major Dutch day-trip attraction drawing international visitors through ticket and tour-operator channels, though focused on windmills/cheese rather than flowers.

Regional players

• Clingendael Japanese Garden: A historic ornamental garden in The Hague open seasonally with guided tours. Comparable as a Dutch seasonal themed garden experience targeting tourists interested in horticulture, though with a Japanese garden theme rather than tulips.
• De Cruquius Museum: A Dutch museum in the Bollenstreek area combining historical water management exhibits with visitor education. Comparable as a regional educational/museum attraction in the same flower-bulb region targeting a similar tourist demographic.

Emerging players

• FloriWorld: A new flower-themed experience attraction in Aalsmeer (NL) offering indoor floral exhibits and education. Comparable as a Dutch ticketed flower-experience venue competing for tourist mindshare, though indoor/year-round rather than seasonal garden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/tulipexperienceamsterdam
• LinkedInlinkedin.com/company/tulip-experience-amsterdam

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tulip Experience Amsterdam