Verbania, a northern Italian town on the shores of Lake Maggiore, aims to attract flower enthusiasts with its mild climate, spectacular gardens, and year-round blooms. The town has become a hub for camellia cultivation, with events like the Winter Camellia Exhibition showcasing these flowers. Verbania’s officials seek to extend the tourism season beyond spring and promote the region’s rich horticultural history. The town recently inaugurated a public camellia park, and initiatives like these contribute to its reputation as a destination for nature and plant lovers.
The town’s mayor, Silvia Marchionini, emphasized the significance of camellias in Verbania, and initiatives like the Winter Camellia Exhibition have bolstered the local economy. The International Camellia Society, led by experts like Gianmario Motta, held its biannual world congress in Verbania, further enhancing the town’s status as a global hub for camellia enthusiasts.
The love affair between Verbania and camellias dates back to the 18th century when the plants were introduced to the Bourbon rulers of Naples. The exotic allure of camellias, mainly sourced from Japan, captivated aristocrats, leading to a surge in popularity. The mid-19th century witnessed a “camellia mania,” and these flowers became a symbol associated with Italy’s Risorgimento.
Verbania continues to cultivate its botanical heritage, creating public spaces like the camellia park to showcase the diverse varieties and celebrate local experts like Pietro Hillebrand. The town’s commitment to horticulture and its rich floral history contribute to its appeal for visitors seeking natural beauty year-round.
