The Region of Murcia’s Answer to the Cancelled Flower Festivals in Japan

• With Japan’s cherry blossom festival in Fujiyoshida cancelled due to oversubscription, the Region of Murcia beckons with Moratalla’s mountain landscapes and the lemon blossom valleys of the Ricote Valley
• Flower tourism is on the rise with Google Trends revealing growing interest, peaking at 187,000 monthly searches in February 2026 [1]
• The Region of Murcia witnesses four blooms throughout the year, making it one of Europe’s most distinctive seasonal destinations, reachable in just under 3 hours from the UK

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March 2026 - The Region of Murcia, in southeastern Spain on the Mediterranean coast, offers more than 300 days of sunshine a year and 250km of beaches along the Costa Cálida. As spring temperatures climb to 20℃, the region bursts into full bloom with the blossoming revealing breathtaking landscapes, a time recognised by the locals as the most endearing. 

Off-season, the Region of Murcia reveals a tranquil atmosphere and an opportunity for exploration without the crowds. From Moratalla to Mula and the Ricote Valley, the region experiences four blooms throughout the year, making it one of Europe’s most distinctive seasonal destinations.

Here’s where to experience the upcoming blossoms across the Region of Murcia:

Lemon Blossom (April to May, Ricote Valley)

In spring, the Ricote Valley comes alive with the scent of lemon blossom, transforming its riverside landscapes. The delicate citrus flowers perfume the air across villages such as Ulea, Villanueva del Río Segura, Ojós and Ricote. Seasonal experiences include yoga among lemon trees, agritourism visits to citrus farms, orchard excursions and tastings of local specialities, such as the traditional paparajote (a typical Murcian lemon leaf dessert coated in batter and dusted with powdered sugar and cinnamon)

Lavender Season (June through to August, Moratalla Mountains)

During the summer months, the fields of Moratalla are blanketed with fragrant lavender, colouring the landscape in soft purple tones. Set among mountains and aromatic plants, the area offers a peaceful setting where visitors can slow down and enjoy the sights and scents of the season. The bloom is celebrated through the LaLavand Festival (15th of June - 28th of September), featuring a programme of activities centred on art, culture, gastronomy, tradition and nature. Visitors can enjoy markets and fairs, workshops and guided tours, creating a fully immersive sensory experience.

For more information about all flower festivals, please visit here 

For general destination information, please visit here

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Methodology

[1] Google trends data for search terms ‘flower tourism’. Correct as of 18/3.

About the Region of Murcia

The Region of Murcia, located in southeastern Spain, offers an authentic taste of Spanish culture, combining rich heritage with diverse natural landscapes. Bordered by both the Mediterranean Sea and the Mar Menor, Europe’s largest saltwater lagoon, the region is home to two protected marine reserves, Cabo de Palos-Islas Hormigas and Cabo Tiñoso, as well as three established wine routes with Designation of Origin status: Jumilla, Bullas and Yecla.

With over 300 days of sunshine each year, the Region of Murcia is an ideal year-round destination for outdoor living. Its coastline, known as the Costa Cálida (‘Warm Coast’), provides a wide range of experiences, from beaches and water sports to wellness and leisure activities, making it a versatile destination for all types of travellers.

Media Contact:  

Jess Cochrane & Immy Hockings

Lemongrass Marketing   

Email: murcia@lemongrassmarketing.com 

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Editors notes