Euroflora sums up, almost 200,000 visitors
The peaks in attendance were recorded between 24 and 30 April. Guest and exhibitor satisfaction survey presented
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Key points
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The 2025 edition of Euroflora, which ended in Genoa on 4 May, reached almost 200 thousand visitors (198.471, to be exact), with peaks between 24 and 30 April; a result that satisfied the organisers, even though it was lower than the 240,000 attendances of the 2022 edition (approximately 240,000), which, however, had lasted 16 days, against the 11 days of the current edition, set up on an area of 85,000 square metres in Genoa's new waterfront, designed by Renzo Piano.
Satisfaction also appears to be quite high among visitors, especially young ones, according to a survey illustrated by Luca Sabatini, data scientist at Regione Liguria. The study was based on 1,339 face-to-face interviews conducted between 24 April (the opening day of the floralies) and 4 May (with a margin of sampling error estimated at ±2.7%).
37.6% of participants came from outside Liguria
.The audience, reads the report, is confirmed to be mature, with an average age of 49.7 years, and characterised by high mobility: 37.6% of participants, in fact, come from outside the region. And 45.4% were first-time visitors. The most appreciated elements were the floral arrangements, which alone received the approval of 43.6% of those interviewed, followed by the location (19.7%) and the logistical and operational organisation (7.1%).
However, the report also highlights some critical issues 'that deserve attention in view of future editions': visitors expressed dissatisfaction mainly with the price, at EUR 25, of the ticket (17.2 per cent), crowding in the halls and along the routes (15.2 per cent) and internal signposting that was not always clear and effective (12 per cent).
Satisfied 79.3% of visitors
.The overall ratings, however, expressed a good level of satisfaction. On a scale of 1 to 5, the content of the event scored an average of 3.8, the location recorded a 4.2, and the services offered (reception, infopoint, catering, etc.) achieved a 4.3, the highest score of the three areas. The average rating given to the overall experience was 4.1, with 79.3% of those satisfied (ratings 4 or 5 out of 5). Moreover, 78.5% of participants said they would recommend Euroflora, while 86.5% declared their willingness to participate in future editions.
