‘Soft summering’ travel trends, like flower tourism, are significantly influencing where we travel, according to Tripadvisor company, Bókun. More people are looking for holidays that offer slow, gentle experiences in nature and prioritise well-being.
Samuel Jefferies, Senior Growth Marketing Manager at Bókun, says, “The new soft summering trend truly reflects the growing shift that we’ve seen towards slower, more mindful and wellness travel. It highlights that travellers aren’t just chasing destinations, they’re seeking moments of stillness.”
Admiring an area’s spectacular flora and fauna is one of the best ways to connect with nature. So, to get you inspired, here are 11 places to see some of the world’s most beautiful flowers.
And if you decide you’re ready to book a trip, why not try our holiday itinerary planner? You can also browse thousands of holiday deals on our website using the button below.
What is flower tourism?
Flower tourism is a type of travel centred around experiencing and enjoying the beauty of flowers in their natural environment.
Research has found that ‘soft summering’ trends like flower tourism are on the up. Even in the UK, searches for ‘bluebell woods near me’ increased 490% above average during April 2025 (their peak blooming season).
Amy Thomas-Owen, Integrative Therapist and Psychology Expert at Seasons Change Therapy, explains, “As a society, we’re overstimulated, overwhelmed, and burnt out. Nature offers us the opportunity to step away from the digital world and reconnect with ourselves by slowing us down.
“The colours, scents, textures, and sounds of nature naturally help to regulate our bodies and minds so we feel calmer and more relaxed, with improved mental clarity and focus. These kinds of natural environments offer the perfect break to the demands and noise of everyday life, reminding us that we’re connected to something bigger and more beautiful than just ourselves.”
11 places to see the world’s most beautiful flowers
1. Castelluccio, Italy
Nestled between the rugged peaks of central Italy’s Sibillini Mountains, every summer the Great Plain of Castelluccio bursts into vibrant colour. Locals have grown lentils and other pulses here for centuries. And between late May and July, swathes of scarlet poppies, soft chamomile, and bright wild mustard spring up between the crops. Outside of the flowering season, the plain is still beautiful, marked by countless shades of green.
The fairytale village of Castelluccio itself is perched on a rounded cliff. After being almost destroyed by an earthquake in 2016, its inhabitants were largely displaced. However, locals still travel to Castelluccio to cultivate their crops, and the village comes alive every weekend with buzzing restaurants and stalls selling fresh pulses.
2. Funchal, Madeira
Just off the African coast, in the heart of the Atlantic Ocean, the Portuguese island of Madeira is an outdoor lover’s paradise. Nicknamed ‘the island of flowers’, Madeira’s sub-tropical climate and rich volcanic soil are a haven for wildlife – and its rich fauna and flora create a unique kaleidoscope of colour. Soak in the beauty and scent of vivid purple jacaranda, heart-shaped anthuriums, and the iconic Bird of Paradise – Madeira’s national flower.
Many of the island’s colourful blooms are indigenous, while others were introduced by Portuguese explorers on their way to and from colonies in Asia, Africa, and the Americas. You’ll see plenty of flowers simply by exploring the island, but Monte Palace Tropical Gardens and Madeira Botanical Garden are top spots for a more dedicated visit. Spring is the best time to see Madeira in full bloom and experience the island’s annual flower festival.
3. Mackenzie region, New Zealand
The Mackenzie region of New Zealand’s South Island is known for its otherworldly landscapes – marked by iconic turquoise lakes and the Southern Hemisphere’s largest dark sky reserve. Every summer, Mackenzie’s beauty is taken to another level as mesmerising spires of lupins appear in their thousands.
Interestingly, despite their beauty, the lupins are considered an environmental pest! Introduced around 100 years ago, they’ve since naturalised to the extent of becoming a threat to the region’s ecology. This means the lupins could soon be eradicated from New Zealand’s countryside – so take the opportunity to enjoy them while you can! Some of the best places to admire them include Twizel, Wanaka, Lake Tekapo, and Lake Taupo.
4. Antelope Valley, California
Poppies are one of the most famous and striking flowers around. And in California’s Antelope Valley, these free-spirited wildflowers form sweeping blankets of golden orange and yellow across seven miles of walking trails. The poppy is California’s official state flower and grows so prolifically here that early Spanish settlers nicknamed it ‘The Land of Fire’.
Around town, vibrant poppies adorn road signs and shop fronts, and there’s even an annual California Poppy Day every April to celebrate its cultural significance. That said, poppies are extremely sun-sensitive and recoil at any hint of cold weather – so it’s best to check the forecast for sun ahead of your visit!
5. Provence, France
The image of the historic Senanque Abbey in Gordes, Provence, surrounded by fields of purple lavender is world-famous, and remains an iconic symbol of the French countryside. The abbey itself dates back to the early 12th century, when it was founded by Cistercian monks, who still live there today.
It was the monks who began growing and harvesting lavender to earn an income in the abbey’s surrounding fields – and the continued tradition adds to the magic of the area. Following Provence’s lavender trail, you’ll pass the beautiful regions of Sault, Luberon, Mont-Ventoux, and Valreas. You can also learn more about the monks’ lavender history at the Musee de la Lavande.
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6. Cloud Forest, Ecuador
Home to destinations like the Galapagos Islands and the Amazon Rainforest, it’s difficult to find a country more biologically diverse than Ecuador. Despite its small size, Ecuador is a blissful Eden, offering some extraordinary natural experiences – and in the cloud forests in the country’s north, you’ll find some of its most glorious blooms.
Here, otherworldly flora and fauna sprout up between mist-surrounded greenery in a dream-like colour display. From striking red heliconia to hanging angel trumpets and orchids in every shade imaginable, it’s a feast for the senses. Plus, in Ecuador, where there are blooms, there are hummingbirds. This magical country is home to over one third of the world’s hummingbird species, with the largest concentration in the cloud forest.
7. Mae Hong Son, Thailand
Mae Hong Son’s unique location, hidden in the north-west of Thailand, is the definition of the middle of nowhere. You might even ask whether venturing somewhere so remote to see a flower field is worth it – but, in this case, it undoubtedly is. As the weather cools and the skies clear in November, the hilly area of Doi Mae U-kho is transformed by swathes of bright yellow sunflowers, stretching as far as the eye can see.
Renowned for being one of the country’s most jaw-dropping sights, this remote spot in the foothills of the Himalayas is also considered one of the largest wild blooms of Mexican Sunflowers in the world – covering over 1.6 million square miles of land. The sunflower bloom has become a much-loved event among locals, and every year, an energetic festival is held to welcome the cool season.
8. Lupine fields, Iceland
If you love gazing across fields of colourful wildflowers, a visit to Iceland is a must. During summer, rich purple lupines contrast dramatically with the country’s famous black volcanic soil and green moss landscapes. Originally from Alaska, the lupines were introduced to the area in 1945 to rejuvenate the soil that had been covered by forest until early settlers destroyed it. By adding nitrogen to the soil, lupines enabled trees and other native species to grow again.
Iceland’s lupine bloom typically peaks in July, with flowers first appearing in late June and lasting into early August. However, similar to New Zealand, there are ongoing investigations into the ecological impact of lupines. Nevertheless, there’s no denying that these fields are one of Iceland’s most iconic sights. Iceland’s Golden Circle, around Reykjavik, and up to the Westfjords are some of the best places to admire the lupines.
9. Sikkim, India
Sikkim is India’s second smallest state. But what this lush northeastern state lacks in size, it more than makes up for in natural beauty. Located within the Himalayas – even sharing the world’s third highest mountain, Kangchenjunga, with Nepal – Sikkim’s impressive landscapes are the product of its dramatically contrasting alpine and sub-tropical climates.
Harsh snow-capped peaks sit beside 600 species of wild orchid, and every year, from February to June, blankets of gladioli, frangipani, lilies, periwinkles, and hydrangea light up the area. Flowering in winter and spring, the Sikkimese state flower, the Dendrobium nobile, produces everlasting colour. And further north, near the Tibetan border, the Shingba Rhododendron Sanctuary protects 40 rhododendron species, providing a welcome habitat for rare red pandas.
10. Tokyo, Japan
Japan is famous for its cherry blossoms (sakura), celebrated by locals as symbols of renewal and rebirth – offering hope and a promise of new life every spring. Lively Tokyo is fantastic for witnessing the beauty of the sakura season – particularly the city’s 150-acre Shinjuku Gyoen National Gardens, home to over 1,000 cherry trees. With species blooming at different times, the area is colour-drenched from mid-February to late April.
That said, Shinjuku Gyoen National Gardens are a joy to explore year-round. Breathe in the scent of fresh roses in the French Garden and stroll on pristine lawns in the English Garden. In the Japanese Garden, you can also wander beside large ponds dotted with islands, walkways, and bridges against a backdrop of manicured trees and stunning pavilions.
11. Cape Town, South Africa
South Africa’s national flower, the king protea, is a plant like no other. Growing to around 30cm in diameter, these enormous blooms are instantly recognisable for their pointy pink crowns that surround a yellow and white centre.
Kirstenbosch National Botanical Garden, nestled at the eastern foot of Cape Town’s Table Mountain, is undoubtedly the best place to see these mysterious plants, as well as many other magnificent blooms. The garden is home to cycads, proteas, ericas, fynbos, and there’s a fragrance garden and water garden to explore, too. Plus, with iconic mountain ranges, ocean vistas, and stunning landscapes, Cape Town offers no shortage of adventure and natural beauty.
Final thoughts…
Research shows that soft summering trends, like flower tourism, are increasingly influencing where we travel. And with countless destinations offering spectacular natural flower displays, you won’t be short of options.
For further inspiration, head over to our travel section. Here, you’ll find information on everything from European city breaks to long-haul adventure holidays. You can also browse thousands of travel deals on our website using the button below.
Is flower tourism something that you enjoy? Which of these destinations would you like to visit the most? We’d love to hear from you in the comments below.
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