The award, granted by FITUR and the magazine al Aire Libre, was presented last Wednesday before the 2nd Flowering Forum, dedicated to the potential of flowering tourism aimed at the Japanese market, with the participation of the tourism advisor of the Spanish Embassy in Japan.
The almond blossoms of Mula, the lavender of Moratalla, the stone fruit of Cieza and Aitona, and the sloe groves of Pacharán Navarro are the focal points of Spain's participation in Floración at its stand at FITUR, which were presented to more than 14 national journalists specializing in tourism.
Presentation of Spain in Bloom at Fitur
Spain in Bloom could not have had a better presentation to the tourism sector at this year's FITUR. It debuted its participation at the International Tourism Fair with a stand (9E22) and was awarded the prize for the country's best active tourism product, an award now in its 30th year, granted by FITUR in collaboration with the magazine al Aire Libre. The presentation took place last Wednesday at the start of the 2nd Bloom Forum, with the presence of the tourism advisor of the Spanish Embassy in Japan, representatives of the Japanese tour operator Kuoni Tumlare, and the mayors of Mula and Aitona, territories participating in the product.
This initiative, coordinated by Agromarketing España, stands out for its innovative approach that connects nature, gastronomy, and culture. Among the featured destinations of this first edition are the iconic almond blossoms of Mula, the spectacular stone fruit blooms in Cieza and Aitona, the vibrant lavender fields of Moratalla, and lesser-known blooms such as the blackthorn blossoms of Pacharán Navarro.
As a prelude to Spain in Bloom's participation at FITUR, a breakfast presentation was held for more than a dozen national tourism journalists to discuss the new product and the appeal of the various blooms that are premium partners of the Spain in Bloom Club.
During the three days of the trade fair, Agromarketing Spain and representatives from the various regions were able to meet and network with other regions and tourism companies interested in joining the Club, as well as with agencies and tour operators looking to organize visitor flows to these flowering areas, achieving a very positive outcome.
Offering the blooms of Spain to the public
During the weekend, the Spain in Bloom stand will showcase the full range of products from these regions, allowing visitors to enjoy the blooming experience. Activities will also be offered for all visitors:
Florabot, an artificial intelligence chatbot, will be available to answer any questions about blooms in Spain, from the best times to visit to recommendations for activities at the destinations.
A fun interactive quiz with prizes like 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, such as Navarrese pacharán or Muleñico sweets.
With this proposal, Spain in Bloom seeks to position itself as a benchmark in sustainable and experiential tourism, inviting visitors to discover the country through its unique floral landscapes.
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