Floricultural Landscapes and Experiential Tourism in the Serrana and Metropolitan Regions, SRJ

Abstract

Introduction: The state of Rio de Janeiro has a natural vocation for floriculture, particularly in the Serrana and Metropolitan regions, where flowers and ornamental plants play a significant role in the local economy and in shaping the landscape. In this context, flower tourism emerges as a promising alternative for economic diversification, adding value to productive activities and promoting new territorial experiences. Objectives: To analyze how the floricultural diversity in the state of Rio de Janeiro — expressed in the production of cut flowers, potted plants, and tropical and temperate species — contributes to the formation of distinct landscapes and enhances different forms of rural and experiential tourism, especially in the Serrana and Metropolitan regions. Methods:This study adopts a mixed-methods approach, combining quantitative data from EMATER-Rio on floriculture production with qualitative analyses based on literature review, landscape interpretation, and a comparative study of two emblematic production spaces: Nova Friburgo, a center for temperate flower production, and the Burle Marx Site, focused on tropical species. This methodology enabled the articulation of the productive, symbolic, and aesthetic dimensions of landscape, highlighting how different forms of flower cultivation generate distinct tourism experiences across the state. Results: The Burle Marx Site stands out as a reference for tropical landscape design and the conservation of native ornamental species, promoting ecologically and culturally based tourism. Meanwhile, Nova Friburgo, the largest flower-producing hub in the state, successfully integrates agricultural production with rural tourism, offering immersive and sensory experiences. Both cases exemplify the potential of tourism routes linked to floriculture and its natural landscapes,  to boost local economies and strengthen regional identity. Conclusion: Flower tourism in Rio de Janeiro presents itself as a sustainable territorial development strategy by integrating biodiversity, culture, agriculture, and tourism. The valorization of productive landscapes, combined with existing tourism infrastructure, can generate new opportunities for employment, income, and environmental conservation, consolidating innovative and inclusive tourism circuits.