The Fascination of Plants Day 2013 in Italy was very well received and got a lot of attention from the media. In 36 cities 70 events were organized whichincluded more than 150 activities. These events were organized by Universities, research institutes and botanical gardens and were sponsored by local governments, foundations, societies and companies. An Italian Fascination of Plants Day website was launched (www.plantday.it) that provided (and still does)detailed information about the various initiatives that were undertaken. The Fascination of Plants Day openings ceremony was organized at the headquarters of the Consiglio Nazionale delle Ricerche (CNR) in Rome where the national presswas abundantly present. The activities organized all over the Italian territory included seminars, exhibitions, guided tours through parks and gardens, laboratories where people could do experiments or watch through microscopes, drawing contests for children etc etc.. There was a strong focus on information transfer to the younger generations to create among them awareness of the importance that plant science and plants in general have for the future of our society and planet.