Floritourism as a direction of destination development

Since the consumer needs new experiences, new types of tourism have begun to form, one of which is floritourism. These are trips by citizens to observe the flowering period of certain plants. This tour allows you to learn about culture, landscapes and explore other attractions. Flowers are also part of the tourist attractions, in this case they are located in the botanical gardens. The presence of colors affects the perception of visitors, especially the visual one. Such attractions can be found in almost every country. The purpose of the article is to consider the concept of flower tourism and identify the most striking destinations of floritourism. Italy is associated with red roses, they are found almost everywhere, both in city parks and in botanical gardens. France is associated with lavender fields, this flower has become a symbol of the country’s culture. Cherry blossoms in Japan, cherry trees in pink shades are found at every turn. In Russia, floritourism is developed in Altai, Sochi, Kalmykia, Astrakhan region, Voronezh region. The Dutch tulip industry has developed and annual flower festivals are held. There are special flower tours for connoisseurs of floristry.