Aalsmeer in the Amsterdam region is the beating heart of the flower industry. Production, trade, breeding, lifestyle: it all comes together here. Aalsmeer is the site of the largest flower auction in the world, FloraHolland, as well as a unique blend of botanical leisure, high-tech research on horticulture, and high-end marketing firms working in floriculture and the ornamental flower trade.
The location is lacking however, in suitable, high quality short term accomodation, catering and meeting facilities. Tourists who visit the future Bloomin’ Holland Theme Park might not be retained in the area, but could travel there on day trips. At the same time, the area is just 12 minutes from Schiphol with the new N201 highway. The area needs to diversify its economy, from monofunctional industrial use to work, tourism and entertainment combined. High end companies are beginning to cluster there, but desire high quality environments with an attractive appearance as a minimum.