Euroflora 2025 concluded in early May, following eleven vibrant days of spectacle, exchange, and celebration. From 24 April to 4 May, the Waterfront di Levante in Genoa was transformed into a living showcase of ornamental horticulture, landscape architecture, and nature-inspired innovation. This thirteenth edition, approved by AIPH, brought together exhibitors, buyers, and visitors from around the world to explore new possibilities for a greener future.
More than 400 exhibitors from Italy and abroad unveiled 154 gardens, from Ligurian cut flower producers to tropical displays from Thailand and debut participants from Bhutan. Visitors encountered bold designs, including towering floral origami and ground-breaking projects like the Space V greenhouse and Nemo’s Garden underwater biosphere, underscoring the exhibition’s growing relevance at the intersection of horticulture, research, and green technology.
A Platform for the Future of Green
With official approval from AIPH, Euroflora continues to evolve as a major platform for ornamental horticulture on the international stage. Over 70 global buyers joined B2B matchmaking events supported by the Italian Trade Agency (ICE), fostering trade connections across Europe, the Middle East, and Asia.
“We took on a major challenge by returning to this historic site,” said Mauro Ferrando, President of Porto Antico di Genova. “This edition offered more than a visual spectacle—it was rich in content, innovation, and interaction. We are proud of the collaboration that made it happen.”
Marco Bucci, President of the Liguria Region, described Euroflora as “a symbol of Genoese and Ligurian identity—where nature and urban regeneration go hand in hand.” He added: “This event demonstrates how we can combine the region’s floral heritage with new models of sustainability and tourism.”
For Alessandro Piana, Vice President of the Region and Councillor for Agriculture, the event was “a celebration of our entire horticultural chain. We created an immersive experience that showcased Ligurian craft, excellence, and green innovation.”
AIPH President Leonardo Capitanio, speaking at the inauguration, reinforced the importance of Euroflora on the world stage: “Participation in events like this testifies to the value of Italian nurserymen internationally. Today, Italy holds a place of honour in our sector thanks to the passion, unity, and professionalism of its growers.”
Visitors Engaged and Inspired
The exhibition attracted nearly 200,000 visitors, with a visitor satisfaction rate of 91.4%, according to a post-event survey conducted by Regione Liguria and the Ligurian Chambers of Commerce. 86.5% of attendees said they intend to return, and 78.5% would recommend Euroflora to others.
Younger audiences emerged as key ambassadors, sharing their experiences across digital platforms and contributing to the event’s future-facing identity.
Top-rated aspects included the quality and creativity of garden displays, the seaside setting, and the event’s educational content.
Green Legacy, Shared with the Community
As part of Euroflora’s sustainability ethos, more than 6,500 plants were donated to local schools, hospitals, municipalities, and civic organisations following the close of the exhibition. This plant distribution programme reflected a broader commitment to environmental responsibility and public benefit.
The 254 competitions held during the show highlighted not only horticultural excellence but also innovation in design. The Ars Urbana contest, featuring twelve projects developed by landscape architects, explored the interface between urban renewal and green space.
Genoa in Bloom
Beyond the exhibition grounds, Genoa embraced Euroflora with city-wide floral installations, cultural events, and record-breaking attendance at key tourist sites. Among the highlights was Rolli Days, a biannual event during which the city’s UNESCO-listed Palazzi dei Rolli—historic Renaissance and Baroque mansions—open their doors for free guided tours. The spring edition, coinciding with Euroflora, welcomed over 100,000 visitors and added a rich historical and cultural dimension to the city-wide celebration of green living.
Rolli Days was just one part of a broader city activation that included floral displays at museums, the Aquarium, and other public spaces, transforming Genoa into a showcase not just of plants but of place.
With this edition now concluded, the organisers are already looking ahead. “Euroflora 2025 was a return to the future,” Ferrando reflected. “We’ve demonstrated how floral culture can shape the identity of a city and create bridges between nature, innovation, and community.”
The next edition is scheduled for 2028, when nature will once again take its space—and the world is looking forward to it.
