La Fioritura: "The Flowering" of Umbria & Assisi - An Immersive Italian Experience

FAIR & TRANSPARENT PRICING

As some third-party suppliers are unable to confirm rates this far in advance, the exact tour cost has yet to be finalised. However, understanding that many people like to plan and budget ahead - especially for a trip as exciting as this - I’ve provided an estimated cost based on 2025 rates. 

Final pricing will be confirmed once all supplier details are received (expected summer 2026). Rest assured, everything will be communicated clearly and transparently so you can book with confidence.

UMBRIA IN BLOOM

Nestled in the heart of Italy and often overshadowed by its celebrated neighbour, Tuscany, Umbria is a relatively undiscovered region that has retained much of its old-world charm. Here, time seems to slow, English is rarely spoken, and locals gather late in the evening at cafés and restaurants. With its steep wooded valleys, wildflower meadows, and ancient stone villages, Umbria is home to some of Europe’s most captivating scenery, and it is here that we will photograph the annual floral spectacle known as La Fioritura, or The Flowering.

For a fleeting few weeks each year, the high plains of the Apennines burst into colour, as lentil fields and wildflowers create a living mosaic of red poppies, blue cornflowers, golden mustard, and violet blooms stretching as far as the eye can see. Early morning mist softens the light, and dew sparkles on delicate petals, providing ideal conditions for magical photography. As the sun rises, shadows shift across the plateau, and every turn reveals a new tableau: a hilltop village, a solitary tree, or a patchwork of colour that seems almost otherworldly.

In Umbria, every vista tells a story, every meadow invites exploration, and every flower captured on camera becomes part of a larger tapestry of memory. La Fioritura is fleeting, but the experience of this extraordinary landscape - its sights, scents, and quiet stillness - is unforgettable.

Each year, for a short period, high in the Apennines and surrounded by the towering Monti Sibillini mountains, lentils are grown on the stony plateaus of the Piano Grande, Piano Perduto, and Piano Piccolo. Being a small, delicate white flower - and therefore tricky to keep track of their development - poppies, cornflowers, wild carrot and mustard are sown as indicators in the pesticide-free soil; and when they finish flowering, the lentils are ready to be harvested. Genius!

Interspersed with other “spontaneous” wildflowers such as ox-eye daisies, vetch, viper’s bugloss, wild carrot and pyramidal orchids, the result is an explosive, multicoloured patchwork stretching as far as the eye can see. It is truly a magnificent sight.

Unsurprisingly, this natural spectacle attracts many visitors, and since the plains are closed to vehicles on weekends, we will explore during the week, both in the morning and evening, when the atmosphere is considerably quieter.

EXCLUSIVE LAVENDER GARDEN ACCESS

While in Assisi, I have arranged an exclusive dawn/sunrise shoot in a beautifully landscaped lavender garden, just 20 minutes from our accommodation. At this time of the year, temperatures rise quickly, so by visiting from 05:30 to 07:30, we will not only be photographing during the coolest part of the day, but also capturing the light at its most magical, with mist and dew being very much a possibility.

At just €35 per person, I’m sure you’ll agree this represents excellent value for such a unique experience. Please note that payment is to be made in cash on the day and is not included in the tour price.

HIGHLIGHTS
Incredible mountain, forest and floral scenery
Small group of just 6 photographers
4 nights in lovely rural accommodation
2 nights in Assisi
Exclusive lavender garden sunrise access
Riot of wildflower colour
Landscape and macro photography
Charming hilltop villages
Minibus transportation
Photographic tuition

DRIVER AND CO-GUIDE
On overseas tours that require a minibus, I leave the driving to someone else. My focus is on managing the day-to-day running of the trip and providing tuition - both of which demand plenty of energy without the added task of ferrying everyone around! It’s also a far safer way of working, especially on Italy’s winding mountain roads.

I’m therefore delighted to announce that my good friend Dirk will once again be joining me on this tour, both as my assistant and as our driver. Based in Finland, where he works as a wilderness guide and professional driver, Dirk is not only highly skilled but also great company. Those of you who have travelled with me before will already know just how capable he is and what fun he brings to the group. Rest assured - you’ll be in very safe hands!

Aside from photographing the fioritura, we will also explore the Valnerina, or “Little Valley of the Nera.” Until the construction of a 4 km tunnel in 1998, this enchanting valley remained relatively inaccessible, earning it the reputation of a “forgotten corner” of Umbria. Today it is celebrated as one of the region’s most beautiful areas. As we travel, we’ll wind our way along dramatic landscapes and pass through ancient stone villages, some perched precariously high on the hillsides, each with its own timeless charm.

We will also visit the nearby walled town of Norcia, renowned throughout Italy for its norcineria - speciality shops selling the region’s famous pork and wild boar products.

And finally, to round off a week of inspiring photography, we will spend two nights in the enchanting town of Assisi, the birthplace of Saint Francis. After several early starts and late finishes, this part of the trip is designed to give you time to relax, explore, and soak up Italian culture at a gentler pace.

Of course, there will still be opportunities for photography - a night shoot of Assisi and a nearby lavender field - but aside from our shared meals and photo sessions, the time will be your own. I can almost hear the sigh of relief already!

The earthquakes of 2016 and 2017 caused severe damage to many of the region’s towns and villages, including Norcia, and completely devastated the hilltop village of Castelluccio di Norcia. Signs of the earthquakes are still visible, with restoration efforts ongoing. Yet the resilience of the residents - shopkeepers, hoteliers, and restaurateurs alike - is inspiring, and I am genuinely excited to introduce you to them, as well as to the remarkable beauty of Umbria that endures despite these challenges.

FLOWERING
While we will undoubtedly be visiting during the peak flowering season, climate change has introduced an element of unpredictability, and we cannot guarantee that the floral display will be at its absolute best - or even visible. That said, one thing is certain: you will be captivated by the breathtaking landscapes, medieval villages, exceptional cuisine, and rich culture of this remarkable region.

ARRIVAL
Luggage arrival at Rome Fiumicino Airport can often be a lengthy process, sometimes taking up to an hour. In the past, this delay has significantly affected our ability to reach our accommodation in good time. Therefore, it is a condition of the trip that you arrive in Rome at least the day before and make your way to the Arrivals area by 10:30am for pickup.

This also presents a perfect opportunity to explore Rome for a few days, or if you prefer, you can simply stay overnight at one of the many nearby hotels or guesthouses, all less than 10 minutes from the airport.

FINALLY...
Thank you for considering this tour. Should you have any questions - no matter how small or insignificant they may seem - please don't hesitate to get in touch. I'm here to help and to ensure you enjoy a wonderful week filled with inspiring photography.