- España en Floración (Spain in Bloom) is a club that brings together the main destinations with crop or wildflower blooms. It received the award for Best Active Tourism Product in the country at FITUR 2025.
- The event at the Turespaña stand at FITUR was attended by the heads of Agromarketing, promoters of the initiative, together with the mayors and heads of the participating territories of Mula, AItona, Cieza, A Veiga, Brihuega, Valle de Ricote, Castillo de Locubín and Moratalla.
España en Floración (Spain in Bloom) is a tourism product that brings together 17 flowering destinations in the country in a new way to discover Spain through the beauty of its fields of crops and wild flowers. It received the award for Best Active Tourism Product in the country for an experience that combines nature, gastronomy, culture and local tradition. In 2026, it will take a decisive step forward in its consolidation as a tourist product with the launch at FITUR of the “Tour España de flor en flor” (Tour Spain from flower to flower) campaign to encourage domestic and foreign visitors to discover the country through the beauty of its fields in bloom.
The presentation took place last Thursday at the Turespaña stand at FITUR, attended by María Monje, head of the Tourist Experiences Area of the Secretary of State for Tourism, and the heads of Agromarketing España, Arturo Soler and Antonio Santos, explained the initiative alongside some of the mayors who are members of the Club España en Floración (Spain in Bloom Club) and who invited visitors to visit their territories when their fields are in bloom: Juan Jesús Moreno (almond blossom in Mula), Rosa Pujol (stone fruit blossom in Aitona), Tomas Rubio (Peach blossom in Cieza), Juan Anta (Heather blossom in Trevinca), Juan Soria (Lavender blossom in Moratalla) and Marcos Pacheco (Lavender blossom in Brihuega).
A tour to connect regions and travellers
The “Tour España de flor en flor” (Spain from flower to flower tour) was created with the aim of encouraging visitor exchange between participating destinations, strengthening their promotion and creating a cohesive, attractive tourist product distributed throughout the year.
By 2026, the campaign will place special emphasis on the use and download of the official España en Floración app, which will be the key tool for participating in the Tour. It’s easy to use: visitors must take a photo of themselves at any of the participating flower sites, the app will automatically geolocate them, verifying their presence in the area, and then they will have to upload the image to the app, and the user will be registered as a participant.
The blooms included in the challenge for 2026 are: Moratalla, Mula, Brihuega, Cieza, Ericas de Trevinca, Aitona, Azahar del Valle de Ricote, Oria, Tiedra, Castillo de Locubín and the Navarran pacharán area. Users who visit at least three blooms during the Tour will receive a promotional gift, while those who complete four or more blooms will also be eligible for a grand prize draw for a tourist package for two people, which will include a guided bloom route, lunch in a restaurant and rural accommodation, along with possible additional prizes that may be added by the participating territories.
Ricote Valley Orange Blossom, a new jewel in the calendar
The presentation at FITUR also served to publicise the new Ricote Valley Orange Blossom (Murcia Region), a tourist product that combines landscape, agricultural heritage and unique sensory experiences, with the presence of ITREM director Francisco Martínez, who presented the programme of activities and a promotional video.
This addition expands the annual flowering calendar and strengthens the identity of Spain in Bloom as a living, collaborative and constantly growing network.
With this commitment, Spain in Bloom reinforces its commitment to sustainable, distributed, experiential tourism linked to the territory, generating economic opportunities for rural destinations and promoting new ways of travelling connected with nature.
Source: AGROMARKETING