Molde’s identity as the City of Roses is both historically grounded and visually evident — yet remains culturally under-activated as a civic ritual or flagship event.
# Origins of the “City of Roses” The phrase dates back over a century. In 1913, an English cruise brochure promoted Molde as *“the city of roses,”* establishing an early international tourism identity. This branding reflected real conditions: - A **mild coastal climate** favourable to rose cultivation - Extensive **private gardens and public parks** - Landscaped **hotels and promenades** - A reputation as a **pre–World War I elite destination** Visitors included figures such as Kaiser Wilhelm II, who is said to have described Molde as *“the Nice of the North.”* This identity was not invented — it emerged from a genuine combination of climate, horticulture, and social life.
# See - Existing Infrastructure - Existing Festivals