España en Floración (www.floracion.es) is preparing to dazzle at FITUR 2025 with a stand in Pavilion 9 (9E22) where it will present its new tourism product: a unique experience to discover Spain through the beauty and diversity of its blooms.
This initiative stands out for its innovative approach that connects nature, tourism and culture. Among the destinations featured in this first edition are the emblematic almond blossoms of Mula, the spectacular flowering of stone fruit trees in Cieza and Aitona, the vibrant lavender fields of Moratalla and lesser-known blooms such as the blackthorn of Pacharán Navarro.
Flowering Forum: Engine of Rural Development
As part of the activities at FITUR, on January 22, from 4:30 p.m. to 6:30 p.m., the second edition of the FITUR will be held at the stand. Flowering Forum: Engine of Rural Development, with a special focus on the Japanese market. This event will feature the participation of leading experts such as Jaime Alejandre, Tourism Counselor of the Embassy of Spain in Japan, representatives of the Japanese tour operator Kuoni Tumlare, and delegates from the floral destinations of Mula, Moratalla, Cieza and Aitona.
The forum will explore how the blossoming can become an attraction for Japanese tourists, known for their admiration for nature and cultural traditions associated with flower-watching, such as Hanami.
Interactive experiences at the stand
The Spanish stand at Floración will offer activities for all visitors:
- Florabot, an artificial intelligence chatbot, will be available to answer any questions about the blooms in Spain, from the best times to visit them to recommendations for activities at the destinations.
- A fun one interactive quiz with prizes such as exclusive t-shirts and sweatshirts from Spain in Bloom.
- Tastings of artisan products that represent the essence and richness of regions with outstanding flowering plants.
With this proposal, Spain in Bloom seeks to position itself as a benchmark in sustainable and experiential tourism, inviting people to discover the country through its unique floral landscapes.