The “Spain in Bloom” project continues to gain support

The “Experience Spain in Bloom” project continues to reap success and acceptance throughout the country. With a pioneering initiative that seeks to encourage and promote flowering tourism as an important driver of rural development, this project has managed to unify the most emblematic towns for their flowering, such as the Jerte Valley, Brihuega, Mula and Cieza, in an unprecedented collaborative effort.

Since its launch, led by Agromarketing and supported by the Ministry of Industry, Trade and Tourism through funds from the Recovery, Transformation and Resilience Plan, “Experiencia España en Floración” has proven to be one of the most innovative initiatives in the country in terms of indoor tourism. Its main objective is not only to promote the natural beauty of blooms in different regions of Spain, but also to improve the tourist experience through the creation of an integrated network of actors involved in the promotion of these natural wonders.

I Forum Spain in Bloom

The 1st Flowering Forum, held recently at the Ricote Valley Hub in Villanueva del Río Segura, marked an important milestone on this path towards the creation of flowering tourism with its own identity. With the attendance of technicians, those responsible for the main flowering crops in Spain, professionals from travel agencies, active tourism companies and specialised journalists, the forum served as a space for the exchange of knowledge, experiences and best practices. The active participation of key figures, such as the mayor of Cieza, Tomás Rubio, and the renowned photographer Fernando Galindo, demonstrated the commitment of local communities to the project.

The reception of the “Experience Spain in Bloom” project by the localities has been exceptional, evidencing a growing interest and support for flowering tourism. The success stories presented at the forum, such as that of the Jerte Valley Tourism Association and the MulaFlor 2024 project, highlight the tangible benefits that this type of tourism can bring to rural communities, from economic revitalization to the conservation of natural and cultural heritage.

The implementation of technological tools and the organisation of complementary activities, such as music, gastronomy, culture and sport, are enriching the visitor experience and raising the profile of blooms as essential tourist destinations. In addition, the inclusion of important themes such as the role of women in bloom tourism and European funding opportunities for related projects, highlights the project's comprehensive and sustainable approach.

With the continued success of “Experiencia España en Floración” and the coming together of communities around this magnificent natural spectacle, Spain is consolidating its position as a leader in flowering tourism, offering a unique window into the diversity and beauty of the Spanish rural landscape. This project not only celebrates flowering itself, but also advocates for sustainable and responsible tourism.