NL: Has Floriade become obsolete?

The world horticultural exhibition Floriade will cease to exist. No new edition of the event will be organized in 2023. According to the Dutch Horticultural Council (NTR), last year’s expo in Almere made it clear that the concept no longer fits in with these times. After seven editions, the curtain falls for the Floriade.

Almere has suffered a loss of more than 100 million euros due to the horticultural expo. Visitor numbers were also very disappointing. These fell short of about a third of what had been hoped for.

“The Floriade has been an excellent event several times to put the Netherlands on the international map and to show the Dutch public the innovations in horticulture,” the Horticultural Council reported on Wednesday.

No longer financially viable
“Although the concept has strongly adapted from product presentations to sustainability, health and the green city, the last Floriade in Almere has shown that communication methods have changed to such an extent that a major event such as the Floriade no longer attracts large numbers of visitors and is not financially feasible.”


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