Origin of the label Villes et Villages Fleuris
The “Villes et Villages Fleuris” (Towns and Villages in Bloom) label was created in 1959 to promote the enhancement of green spaces in France. More than 4,000 municipalities have since received it.
However, the idea of beautifying towns and villages had begun to take shape in the 1920s. With the development of the railway network connecting Paris not only to large cities but also to smaller towns and villages, it became important to improve the appearance of the numerous train stations built across the country. To encourage stationmasters and local hoteliers to adorn their buildings with flowers and welcome vacationers and tourists, the Touring Club de France organised a competition called “Villages Coquets” (Charming Villages). This initiative was tragically interrupted by the outbreak of the Second World War in 1939.
By 1950, the country was beginning its reconstruction. The Touring Club of France, in collaboration with Rustica magazine, launched a new initiative, “Les Routes Fleuries” (The Flower Routes), to revive and promote tourism. This initiative ultimately led to the creation of the “Villes et Villages Fleuris” (Towns and Villages in Bloom) label in 1959 by the Ministry of Transport, Public Works, and Tourism. Since 1972, the Comité National pour le Fleurissement de la France – National Committee for the Flowering of France has been responsible for managing the “Villes et Villages Fleuris” program. In 2001, this committee became the Conseil National des Villes et Villages Fleuris (CNVVF) – National Council of Towns and Villages in Bloom.
Villes et Villages Fleuris label
Participation in the Villes et Villages Fleuris competition is free, with no registration fees or annual subscription required. It is open to all French municipalities, regardless of size, including large cities, towns, and small villages.
The competition’s objective is to improve the quality of life for residents and promote tourism by creating environmentally friendly green spaces that encourage biodiversity. Obtaining and maintaining the label requires the active participation of residents, local businesses, and public buildings. In participating municipalities, one discovers flower-filled balconies, planters overflowing with colour, lush hedges, flowerbeds along sidewalks, and hanging baskets adorning lampposts. The common thread among all these creations? An abundance of flowers!
Towns and villages awarded the Villes et Villages Fleuris label are subject to an annual inspection by the Conseil National des Villes et Villages Fleuris (CNVVF). The jury in charge of these inspections is composed of horticulturists, nursery owners and tourism professionals.
How to know if a town or village has been awarded the label?
To find out if a town or village has been awarded the “Villes et Villages Fleuris” label, look for the road sign near the town entrance.
This sign displays red flowers on a yellow background. Similar to the stars awarded to restaurants, the number of flowers indicates the level of recognition: the more flowers, the greater the distinction.
The first three flowers are awarded by the region, while the fourth, the “Fleur d’Or” (Golden Flower), represents the highest distinction. This prestigious label is awarded by the Conseil National des Villes et Villages Fleuris.
