Lisse, March 27, 2025 – The Bollenstreek is taking a revolutionary step in protecting its iconic flower fields. Each year, more than one million visitors come to the region to enjoy the blooming flowers. While this growing interest in flower tourism is very welcome, it also brings challenges: many visitors enter the production fields in search of the perfect photo, which leads to crop damage and financial losses for flower bulb growers.
Innovative solution: the Tesla Optimus robot
To better inform visitors and protect the fields, Bollenstreek.nl is launching a unique initiative next week: the deployment of a humanoid robot that politely educates tourists about the rules.
This initiative is part of a unique collaboration between Bollenstreek.nl and Tesla, marking the first-ever use of the Tesla Optimus robot in a European tourism setting. The robot runs on the advanced AI engine Grok.
Multilingual AI with a human touch
Thanks to its advanced AI engine, the robot is equipped with a speech function that allows it to speak every language in the world. Visitors can ask questions about the tulip fields, request tourist information, or even have a casual conversation. This creates an accessible and welcoming way to inform visitors and make them feel at ease.
Warning signs and alternative photo locations
At every production field where Optimus is active, a clear sign is displayed:
“NO ENTRY – this field is for bulb production.”
Optimus explains why it’s important not to enter the fields and directs tourists to official photo locations, all listed on Flowermap.nl, such as:
These locations offer plenty of opportunities to take stunning photos without damaging the delicate fields.
Join the exclusive test day – register now!
Want to be one of the first people in the world to experience Tesla’s Optimus robot among the blooming flower fields? Now’s your chance! On the first Tuesday of April, an exclusive test day will be held at a location in the Bollenstreek. During this day, the robot will be live and interacting with real visitors for the very first time.
Each participant will receive 2 minutes of personal interaction with Optimus. You can ask questions, request tourist information, or simply enjoy a one-of-a-kind photo moment.
- Please note: Only 100 spots are available. Want to be there? Registration is required. If more than 100 people sign up, a lottery will determine who may attend. Selected participants will receive a confirmation email with the exact location and assigned time slot.
- You can sign up via the special registration form
Don’t miss this unique opportunity to be part of history in the Bollenstreek!
Looking ahead: self-driving Cybercars
The collaboration with Tesla also opens doors for the future. There are plans to introduce self-driving vehicles for tourism purposes. Tesla’s Cybercar, a futuristic autonomous electric vehicle, is expected in 2026, and discussions are already underway about using these vehicles for sightseeing tours through the Bollenstreek and other tourist destinations in the Netherlands.
Tips Bollenstreek
Come and enjoy between beach and city and discover Holland from the most beautiful holiday region of the Netherlands. View our tips below.
- Breathe in the healthy sea air and enjoy the beach & dunes in the Netherlands
- Enjoy the colorful flower fields in the Netherlands and Keukenhof Flower Park
- Discover the real Netherlands in the polders & lakes area of the Netherlands
- A day out to a city? You will find no fewer than eight historic Dutch cities around the Bollenstreek
- A day out? Read our Tips for a Day Out?
- Take a look at one of the many museums in and around the Bollenstreek
- Fancy an active day? Enjoy one of the cycling routes and walking routes.
