The stories of the Local Ambassadors: discover Cetona in Fiore with Roi Rapicetta.

A journey through flowers, community, and traditions in the heart of the Tuscan spring

With this series dedicated to events in the Valdichiana Senese promoted by Local Ambassadors, we tell the stories and traditions that come to life thanks to the people who make them possible: rituals that stand the test of time and continue to thrive through community participation, transforming each year into authentic experiences for both organizers and visitors.

In Cetona, at the heart of spring, “Cetona in Fiore” comes to life — the annual plant and flower market exhibition that, from April 24 to 26, 2026, will transform the village into a true widespread garden.

Telling its story is Roi Rapicetta, president of the Cetona Pro Loco association, an organization that is not only a driving force for local promotion but also a key reference point for the town’s social life. Throughout the year, the Pro Loco organizes events that actively engage the community, among which Cetona in Fiore stands out.

What makes this event unique is its setting: a charming 16th-century square that, for the occasion, sheds its stone appearance to become an explosion of colors, scents, and nature, turning into a beautiful blooming garden filled with plants and flowers.

One of the distinctive elements of the event is the active participation of local residents: some open their private gardens, allowing visitors to discover hidden and authentic corners of the historic center. The Pro Loco organizes dedicated routes and guided tours through these green spaces, which would otherwise remain within private walls and unseen from the outside.

Each edition is also enriched with new elements designed to connect with the national calendar. In 2026, for example, Cetona in Fiore will host the Bersaglieri Fanfare in celebration of April 25th, adding a moment of strong symbolic and participatory value.

In Roi Rapicetta’s story, the places of the heart that make Cetona even more special also emerge: the Cittadella, a small square beneath the Rocca offering spectacular views of the mountain which, according to Rapicetta, is alive and ever-changing, capable of transforming its appearance every day. Not to be forgotten are the Belverde Caves, an ancient testament to human and prehistoric presence in this territory.

Cetona in Fiore is an event open to everyone and is an invitation to be amazed by the beauty of nature blending with that of the charming village of Cetona.

Watch the full interview to learn more.