Stara Zagora, a modern city with millennia old history, located in the very heart of Bulgaria amidst the vast Thracian plain, has been known as the city of blocks, poets and … lime trees. Therefore it is no surprise that the only festival of this kind of lime trees in Bulgaria takes place there annually. The second half of June, when the lime trees are in blossom, is the time of the festival, and two-thirds of the street and park trees in the city are lime trees. 
The Municipal administration is the principal organizer of the event. The key objective is to promote the city as a destination for cultural tourism before Bulgarian and foreign tourists. Stara Zagora is rich in cultural and historical heritage and cultural agenda is burgeoning with life. One of Bulgaria’s oldest art galleries is there, housing more than 4 000 works by Bulgarian and foreign painters and sculptors. The Opera House stages an annual opera and ballet festival in the summer. Says Kalina Mateva, an expert in tourism at the Municipal administration:
"This year the Lime Tree Festival will hold a Lime Tree Fairy pageant among the little girls. We are also going to celebrate Midsummer, the festival of herbs and medicinal plants in the Ayazmo Park outside the city. There will be a variety of concerts featuring classical and pop music. The festival holds traditionally an evergreen song contest and a brass band parade. An interesting event will be the expo of honey and plant-derived products. We have also invited masters of traditional arts and crafts to exhibit some of their works. The local tourism society will hold a screening of documentaries dedicated to the Bulgarian mountains, as well as an exhibition of photographs on the same subject."
The world famous rock legends from the German Scorpions band will stage a concert within the festival’s frame. The city will be host to the traditional beer fest. The Information Business from Straldzha will present works by Bulgarian craftsmen. Says Maya Nikolova from the Business Centre:
"Sand ceramics stir great interest among people, because of the exquisite beauty of their shape and colours. Hand woven carpets and bags, hand-painted silk, and other gifts made of natural materials are another major attraction. Our customers like the woodcarving items, but are naturally most keen on buying something they could put to practical use."