From Japan's sakura to Provence's lavender, why tourists seek aromatic plants
Are aromatic plants the hottest tourist-drawing attractions today? Travelling to take in the scent of flowering plants, is a trend we see across social media. But, do people just want to experience Sakura season in Japan for Pinterest-worthy pictures? Or is the fragrance of blooming cherry blossoms in the air also a factor? Are Lavender field tours in France and England just for perfume enthusiasts and those who want an Instagram-worthy shot amid purple lavender shrubs? Or do these travellers also seek the sensorial indulgence of its smell in the air?
So, what’s fuelling this travel trend? Which destinations offer this experience?
Why city dwellers are travelling to smell the roses, literally
The biggest question is: why are tourists spending money to smell flowers? A possible symptom of what hyper-urbanisation deprives us of, is this trend indicative of how millennials and Gen Z are travelling to literally stop and smell the roses? Is that why we try to refresh our spirits with nature tours that aren't just visually relaxing, but rejuvenate our olfactory senses as well?
Given how travel allows one to escape everyday life, perhaps this aspect of tourism is gaining popularity because it’s a departure from what we experience in cities.
For instance, be it store-bought or grown in small home gardens, we rarely get to actually smell fragrant flowers anymore. For many millennials and Gen Z kids, frangipani had a smell back in the day. You could actually smell the scent of roses once upon a time. Not anymore, though, because the soil has changed. The air has changed. The quality of water has changed. We don’t have the same surroundings our parents grew up in. Now, the smell of smoke and automobile fumes fill the air.
So, in a primal quest for natural beauty, we try to look for fragrance elsewhere. Using a floral perfume isn’t enough. We want to smell that flower for real, see how it grows, see the colours, and treat our eyes to some greenery.
Cyprus is among the destinations drawing tourists with aromatic plants
In Cyprus, producers are trying to attract tourists with fragrant herbs and flowers. In an attempt to share the benefits and cultivation methods of lavender, rose, and basil, the nation is offering people a chance to experience the beauty of natural aromatics.
Japan’s iconic cherry blossoms aren't the only flowers to see
Japan's cherry or Sakura blossoms draw millions of tourists every year in April. From Hokkaido to Kyoto, they flower as Spring hits each part of Japan, colouring cities with their pink hues and filling the air with their delicate scent. People plan their travels to Japan just to see these flowers. So, it’s no surprise that according to Japan National Tourism Organization’s statistics, April 2025 had the highest number of tourists in a single month in recorded history in Japan.
Japan’s Sakura season is so iconic that Sakura themed merchandise, Sakura-flavoured drinks, and even Sakura KitKats have become a part of the experience now.
But that's not the only fragrant flower that you can enjoy in Japan. From late June to August, Japan also sees lavender fields bloom in the region of Hokkaido. In May, Wisteria trees burst with purple blooms, their scent and cascading bunches creating an incomparable combination for the senses.
The Bulgarian rose is a tourist attraction and perfume ingredient
The famous Bulgarian roses that show up as a perfume note in your favourite fragrances can be smelled and picked in person. The rose festivals in Kazanlak and Karlovo give tourists a chance to see the beautiful rose farms. One can visit distilleries where rose oil is made, buy essential oils, and take in the scent of roses wafting through the air.
France isn’t just for fragrances; flowers also draw tourists
France, which is home to several kinds of fragrance tourism, isn’t just famous for its perfume industry. Provence, a region in the southern part of France, is also home to orchards and fields of lavender, orange blossom, rose, and mimosa. So, you can see the flowers growing, visit factories where scents are made with these blooms, and then buy soaps, perfumes, and other scented products made with them.
According to a Wifitalents report, France's Provence region sees over 3 million tourists annually, many attracted by its lavender fields. Late June to August is when the lavender flowers bloom. So one can take in the beauty of the flower at Chemin des Lavandes in Sault, Valensole, Grasse, and Luberon, among others.
Barring lavender, Grasse also sees a rose festival in May. In addition to that, Vallauris-Golfe Juan sees an orange blossom festival every year in May, when flowers are picked. Apart from the harvesting of these heavenly-smelling blooms, the flower pickers dress in period costumes. There are shows, contests, balls, and more!
The U.S. also has flower festivals
Even the U.S. has several flower festivals. Many of these are flower shows which involve producers parading a variety of their blooms. But June's ten-day Lilac Festival at Mackinac Island in Michigan, is a delight for the nose and eyes, both. You can see and smell the powdery and pretty scent of a variety of lilacs here, and there's even a parade!
What about Indian flower festivals?
Did you know cherry blossoms also grow in India? In November, Shillong’s Himalayan cherry blossoms are a sight to see. The Kaas Plateau, also known as the Valley of Flowers of Maharashtra, is a UNESCO World Heritage site. Hundreds of species of wildflowers bloom here in the monsoon. So, there are lots of domestic destinations to consider as well, if travelling for the sweet scent of flowers is on your bucket list.
Either way, whether one travels to Shillong or Provence, vacations aren’t just about giving one's tired limbs a break anymore. Even our senses are exhausted and need a reprieve. The nose, which didn’t get much attention before, is also influencing where we head for a holiday now.
