Euroflora (every 5 years) – Italy 2030

Background & History

• Origins: Euroflora was conceived in the late 1960s by Carlo Pastorino, president of Fiera di Genova, to create an international flower and ornamental plant exhibition rivaling global floralies like Ghent (Belgium), Nantes (France), and Budapest (Hungary). The first edition in 1966, organized by Giuseppino Roberto, featured 263 exhibitors from 19 countries and 250,000 visitors, marking Genoa’s entry into the world of horticultural showcases.
• Tradition and Significance: Held every five years since 1966, Euroflora is Italy’s premier international exhibition of flowers and ornamental plants, recognized by the AIPH (International Association of Horticultural Producers) as one of Europe’s top floral events. The 14th edition in 2030 will continue its legacy of celebrating biodiversity, landscape architecture, and sustainable horticulture, drawing over 300,000 visitors and 800 exhibitors from 30+ countries.
• Growth Over Time: From its 1966 debut with 263 exhibitors, Euroflora evolved through editions in Genoa’s Fiera (1971–2011), then Nervi Parks (2018, 2022), and now the regenerated Waterfront di Levante (2025). The 2025 edition attracted 240,000 visitors and 800 exhibitors, generating €20–30 million in economic impact. For 2030, expect expanded B2B focus with ICE Agency’s 60+ international buyers from Europe, Middle East, and Asia, plus digital enhancements like VR tours of exhibits.
• Cultural Impact: Euroflora promotes Genoa’s identity as a green innovation hub, blending Ligurian floriculture with global trends. It supports local economy (e.g., 70% exhibitors from Liguria) and sustainability, aiming for ISO 20121 certification. The event fosters cultural exchange through competitions (6,300+ since 1966) and themed gardens, influencing Italy’s horticultural sector and tourism.
• Modern Developments: The 2025 edition emphasized urban regeneration in the Waterfront di Levante, designed by Renzo Piano, with a 30,000 m² park and floating pathway. For 2030, anticipate AI-driven exhibits, expanded eco-themes (e.g., biodiversity gardens), and hybrid virtual access. Collaborations with twinned events like Floralies de Nantes and partnerships with ENIT (Italian Tourism Agency) will enhance international reach.
• Recognition: Endorsed by AIPH since 1965, Euroflora is twinned with Floralies de Nantes and recognized by the European Commission. It has hosted dignitaries like Grace Kelly (1966) and Sandro Pertini (1986), earning acclaim from The Guardian as a “floral spectacle of rare beauty.”

Event Highlights

• Main Activities or Performances:
  • Exhibitions and Gardens: Over 800 exhibitors from 30 countries showcase 100,000+ plants, flowers, and rare species (e.g., orchids, succulents) in themed gardens. Highlights include the “Rose of Genoa” international debut (2025 precedent) and biodiversity displays from Australia and Madagascar.
  • Competitions: 600+ contests in floral design, landscape architecture, and horticulture, judged by 200+ international experts. Categories include individual, collective, and regional displays, with awards for innovation and sustainability.
  • B2B Networking: Professional day (April 28, 2030) with 60+ buyers from mature markets (Europe), Eastern Europe, Adriatic, and Middle East, coordinated by ICE Agency. Includes matchmaking sessions and vertical communication campaigns.
  • Cultural Events: Workshops on eco-gardening, floral arranging, and biodiversity (April 24–May 4, 10:00 AM–6:00 PM). Live demonstrations by landscape architects and florists, plus art installations in the 30,000 m² urban park.
  • Gastronomic Experiences: Food stalls with Ligurian specialties (e.g., pesto genovese, focaccia) paired with floral-themed tastings. Vegan/organic options in the Green Market.
  • Children’s Activities: Interactive gardens and workshops for kids (April 25–May 3, 11:00 AM–3:00 PM), teaching plant care and sustainability.
• Special Traditions or Features:
  • AIPH Recognition: As an AIPH-approved floralie, Euroflora hosts global competitions and debuts rare species, a tradition since 1966.
  • Renzo Piano Waterfront: The 2030 edition will leverage the urban regeneration project, with floating pontoons (51 units) and Jean Nouvel Pavilion (14 football fields equivalent).
  • Sustainability Pledge: ISO 20121 goals, compostable tableware, and minimal plastic use, building on 2025’s eco-focus.
• Unique Attractions for Visitors:
  • Floating Pathway: A 51-pontoon dockside path for immersive exhibits, offering sea views.
  • Palasport Pavilion: Spectacular cylinder structure for indoor displays.
  • Green Olympics: Competitions as “Green Olympics,” emphasizing environmental themes.

Date & Duration

• Dates: dates to be announced
• Opening Hours:
  • Daily: 9:00 AM–7:00 PM (exhibits, competitions)
  • Professional Day: April 28, 8:00 AM–6:00 PM (B2B networking)
  • Workshops/Events: 10:00 AM–6:00 PM
  • Box Office: 8:00 AM–8:00 PM (April 23–May 4)

Venue / Location

• City: Genoa, Liguria, Italy
• Main Venue: Waterfront di Levante, Genoa (former Fiera di Genova site, regenerated by Renzo Piano)
• Key Areas:
  • Urban Park: 30,000 m² green space for exhibitions.
  • Palasport Pavilion: Indoor cylinder for rare plants.
  • Floating Pathway: 51 pontoons in the docks for sea-level exhibits.
  • Jean Nouvel Pavilion: Massive indoor space for competitions.
• Notable Areas:
  • Nervi Parks Influence: Echoes 2018/2022 settings with landscape focus.
  • Porto Antico: Adjacent area for events and dining.
• Google Maps Address: Waterfront di Levante, Genoa, Italy

Ticket Information

• How Tickets Are Sold:
  • Online: euroflora.genova.it or TicketOne , starting March 2030.
  • On-Site: Box office at Waterfront entrance (April 23–May 4, 8:00 AM–8:00 PM, cash/card).
  • B2B Accreditation: Email espositore@euroflora.genova.it for professional access (free for accredited operators).
  • Accessibility: Email info@euroflora.genova.it for special needs.
• Admission Type:
  • Paid for general entry; free for children under 6 and B2B professionals.
  • Group discounts for 10+ (10% off); partnerships with Trenitalia for transport bundles.
• Ticket Pricing (USD):
  • Full-Day Ticket: $16.20–$21.60 (€15–€20).
  • Multi-Day Pass (3 days): $37.80–$48.60 (€35–€45).
  • Family Ticket (2 adults + 2 children): $43.20 (€40).
  • B2B Professional Day (April 28): $0 (accredited).
  • Reduced Rate (disabled, seniors 65+): $10.80 (€10).
• Minimum and Maximum Ticket Pricing:
  • Minimum: $0 (B2B day, children under 6).
  • Maximum: $48.60 (€45, multi-day pass).
• Special Seating or VIP Options:
  • VIP Pass: $64.80–$108 (€60–€100), includes lounge access and guided tours.
  • Wheelchair-accessible pathways and areas; email info@euroflora.genova.it.

Contact Information

• Email:
  • General: info@euroflora.genova.it
  • Exhibitors: espositore@euroflora.genova.it (Caterina Tamagno: ctamagno@euroflora.genova.it; Marco Costantin: mcostantin@portoantico.it)
  • Green Market: mercatoverde@euroflora.genova.it (Luigi Gianni: lgianni@portoantico.it; Giuseppe Mistretta: gmistretta@portoantico.it)
  • Press: gfeleppa@portoantico.it (Giuseppina Feleppa)
  • Ceremonial/Events: cerimoniale@euroflora.genova.it; eventi@euroflora.genova.it
  • Sponsor: sponsor@euroflora.genova.it
  • Technical: tecnico@euroflora.genova.it
• Phone:
  • General: +39 010 248 57 11
  • Exhibitors: +39 346 702 88 22 (Caterina Tamagno); +39 010 248 56 74 / +39 349 850 02 01 (Marco Costantin)
  • Green Market: +39 010 248 56 76 (Luigi Gianni); +39 010 248 56 79 (Giuseppe Mistretta)
  • Press: +39 010 248 56 75 / +39 335 715 71 99 (Giuseppina Feleppa)
• Website: euroflora.genova.it
• Social Media:
  • Instagram: @eurofloraofficial
  • Facebook: @eurofloragenova
  • Hashtag: #Euroflora2030
• Key Staff:
  • Organizer: Porto Antico di Genova S.p.A.
  • Institutional Partners: Regione Liguria, Comune di Genova, Genova More than this
  • Under Patronage: Ministero dell’Agricoltura, ANVE, Ministero del Turismo, Confindustria, ENIT, Università di Genova, European Commission
  • Approved by: AIPH
  • In Collaboration: Ministero degli Affari Esteri, Italian Trade Agency, Extraordinary Italian Taste
  • Twinned with: Comité des Floralies (Nantes)
• Press/Volunteers:
  • Press: Email gfeleppa@portoantico.it by March 2030 for accreditation.
  • Volunteers: Apply via euroflora.genova.it (February 2030).
• Response Time: 24–48 hours; English, Italian support.

Cultural Experience

• Traditions: Euroflora celebrates Italian horticultural heritage with competitions dating to 1966, featuring floral designs inspired by Genoa’s seafaring history and Renaissance gardens.
• Music: Live performances by local orchestras during openings, with floral-themed concerts at Palasport Pavilion.
• Costumes: Casual spring attire; exhibitors in professional gardening outfits.
• Local Customs: Engage in guided tours, savor focaccia at stalls, and participate in eco-workshops reflecting Ligurian sustainability.

Food & Drinks

• Specialties: Ligurian pesto genovese, farinata, and seasonal salads at Waterfront stalls. Vegan options include grilled vegetables and socca.
• Beverages: Vermentino wine, local craft beers (e.g., Genova Beer), and herbal infusions at Green Market.
• Sustainability: Compostable tableware and local sourcing minimize waste.

Getting There

• Airport: Genoa Cristoforo Colombo (GOA, 10 km, $10–$20 taxi, $2 bus Line 100).
• Train: Genova Brignole (20-min walk or $1.50 bus 31); Genova Piazza Principe (4 km, $2 bus 20).
• Bus: Lines 31 (Brignole), 20 (Piazza Principe), 13 (Old Port) to Waterfront ($1.50–$2, amtmobilità.it).
• Parking: No visitor parking; use public transport. PMR-PSH spaces at Brignole station.
• Accessibility: Wheelchair-friendly pathways; email info@euroflora.genova.it. Schengen visa may apply .

Accommodation Options

• Luxury: NH Collection Genova Marina, $150–$300/night.
• Mid-Range: Hotel Astoria, $80–$150/night.
• Budget: B&B Porto Antico, $40–$80/night.
• Airbnb: Waterfront apartments, $50–$120/night.