Euroflora 2025 will take place in Genoa, Italy, on the Eastern Shore from April 24 to May 4, 2025. The Euroflora Fair's journey began in 1966. It first became a five-year event, then a three-year event. Its most significant difference from similar fairs in Europe was its development of themes and content such as respect for nature, environmental sustainability, and new lifestyles. The fair, based on high visual aesthetics, has become a particular favorite among practitioners. We spoke to Mauro Ferrando, President of Porto Antico di Genova Spa, the organizer of Euroflora, about the subject.

Could you introduce yourself briefly?

I am a Genovan by birth, a lawyer specializing in commercial and labor law. Since July 2019, I have been President of Porto Antico di Genova Spa, which, among other things, is the organizer of Euroflora.

How many years has your fair been going on?

Euroflora began in 1966 and is now in its 13th edition. Initially held every five years, then every three. Over the years, however, it has evolved and diverged from the aesthetics of traditional floristry, developing themes and content such as respect for nature, environmental sustainability, and new and more conscious lifestyles. Thus, Euroflora was born, and over the years, it has made Genoa and Liguria (Genoa is the capital of the Liguria region of Italy) the cradle of horticulture. The recognition of our fair by the International Association of Horticultural Producers (AIPH) has had a special impact.

What is your goal, how many countries will visitors come from?

Euroflora 2025 is a return to a renewed future in terms of space, form, and content. The increasing reclaiming of green space within the urban context has resulted in the creation of over 85,000 m² of exhibition space, 35,000 of which are covered, more than doubling the area of the last two editions. Hundreds of thousands of visitors, mostly from Italy and Europe, will descend on Genoa over the 11 days of the event.

Why should landscape companies and plant growers attend your trade show?

Euroflora is one of the largest and most spectacular international events organized to showcase the excellence of floristry from all regions to the world, embodying nature, art, and sustainability. Numerous technical, aesthetic, and honorary competitions, along with a special competition dedicated to designers, will also culminate in this show. Finally, the sector's exposure will be enhanced by the inclusion of top-tier media, from the general press to those specializing in green issues.

For information and connection: https://euroflora.genova.it/en/

bilgi@euroflora.genova.it