Sanremo in Fiore takes place every year and it is one of the most beloved traditions in town, second perhaps only to Sanremo’s famous Festival della Canzone Italiana. Sanremo is perhaps the most popular of all towns along the Ligurian Riviera dei Fiori, which borders its most famous French cousin, the Côte d’Azur. 

The feast has ancient origins, probably dating back to the Middle Ages when Sanremo used to celebrate the feast of the Madonna della Costa by offering flowers and plants to the Virgin. In time, the habit extended to other moments of the year, including the beginning of Spring, which is when Sanremo in Fiore takes place today.