One of the Free State’s quaintest towns is gearing up to put on a floral display of a magnitude South Africa has never seen before.
This November, Parys will be the proud host of the inaugural Free State Flower Festival – a spectacular explosion of colour and creativity that beckons a new spring for floriculture and tourism alike.
The two day festival, taking place between 11 and 12 November, will feature a variety family-friendly entertainment, abundant floral exhibitions, an insightful forum, and a massive Disneyesque flower parade complete with floats, dancers, and flowers puppets.
A joint venture between the governments of Free State and Madeira, Portugal, the Free State Flower Festival was inspired during a trade visit to this year’s Madeira Flower Festival. Free State Premier, Ace Magashule, and Madeira President, Alberto Joao Jardim saw the potential for a partnership that could further open the trading doors to South Africa’s flower industry.
While the Madeira Flower Festival is one of the world’s largest festivals of its kind, its prime objective is tourism. The prime objective of the Free State Flower Festival however, is to unlock further floriculture opportunities for South Africa.
Free State Tourism Authority CEO, Dhilosen Pillay says, “The festival is really a creative way to stimulate the flower industry, so by raising its profile, we will draw more participation and fast track opportunities around export at the same time.”
Already established as a flower producing region that exports an estimated 1.2-million tons of cut flowers annually, the Free State has significant potential for growth in an international industry that continues to flourish despite economic downturns and credit crunches. The flower industry in the European Union alone contributes some 10-billion Euros annually.
While Kenya currently remains the most prolific African exporter of flowers to Europe, the African floriculture industry has steadily spread to virtually all countries in East and Southern Africa.
The competition may swiftly be growing fiercer, but the strategic partnership between the Free State and Madeira governments will provide South Africa with a critical advantage.
For now, Pillay remains tight-lipped about the details of that critical advantage, but assures us that all will be revealed in an announcement that will be made at the forum during the festival.
A gathering of leading local and international experts from the flower industry, the forum will address topics under the central theme of unlocking export opportunities. Topics include world trends, the South African flower industry, business opportunities, and the formation of the South African-Madeiran Association. Attendees and speakers will include floriculturists, farmers, government financiers, retailers and wholesalers.
Of course, the Free State Flower Festival is not purely about growing the local floriculture sector, it’s about enhancing regional tourism too.
Pillay says, “As a tourism authority, we will also use the event to stimulate tourism in the region and draw thousands of visitors from Gauteng and surrounding provinces.”
A short 1.5-hour drive from Joburg, Parys is an easily accessible weekend playground for city slickers looking for a little respite. Brimming with as much adventure as culture, Parys offers everything from river rafting and water sports to art galleries, antique shops, pubs, delis, spas and restaurants.
And now the countdown is on.
Soon this charming town will play host to game changing announcements, a meeting of minds, flowers upon flowers, fireworks, productions, and the first full scale flower parade to take to the streets anywhere in South Africa.
The Free State Flower Festival is destined to become a highly anticipated feature on the province’s annual calendar.
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