La Diada de Sant Jordi is probably the best day to be in Barcelona. As Catalonia’a St. Valentine’s Day, the streets of Barcelona come to life with colour and festivities. Rose and book vendors set up stalls on the city’s busiest streets as men buy women roses and women buy men books. It’s a day when you can literally feel love and happiness in the air.

La Diada de Sant Jordi – The History

La Diada de Sant Jordi, also known as El dia de la Rosa (The Day of the Rose) or El dia del Libre (The Day of the Book) is a Catalan holiday held on 23 April, with similarities to Valentine’s Day and some unique twists that reflect the antiquity of the celebrations. The main event is the exchange of gifts between sweethearts, loved ones and colleagues. Historically, men gave women roses, and women gave men a book to celebrate the occasion—“a rose for love and a book forever.” In modern times, the mutual exchange of books is also customary. Roses have been associated with this day since medieval times, but the giving of books is a more recent tradition originating in 1923, when a bookseller started to promote the holiday as a way to commemorate the nearly simultaneous deaths of Miguel Cervantes and William Shakespeare on 23 April 1616. Barcelona is the publishing capital of both Catalan and Spanish languages and the combination of love and literacy was quickly adopted.

Time To Celebrate

In Barcelona’s most visited street, La Rambla, and all over Catalonia, thousands of stands of roses and makeshift bookstalls are hastily set up for the occasion. By the end of the day, some four million roses and 800,000 books will have been purchased. Most women will carry a rose in hand, and half of the total yearly book sales in Catalonia take place on this occasion.

The sardana, the national dance of Catalonia, is performed throughout the day in the Plaça Sant Jaume in Barcelona. Many book stores and cafes host readings by authors (including 24-hour marathon readings of Cervantes’ “Don Quixote”). Street performers and musicians in public squares add to the day’s atmosphere.

23 April is also the only day of the year when the Palau de la Generalitat, Barcelona’s principal government building, is open to the public. The interior is decorated with roses to honour Saint George.

Catalonia exported its tradition of the book and the rose to the rest of the world. In 1995, the UNESCO adopted 23 April as World Book and Copyright Day.