San Francisco Travel Returns to Rose Parade® in 2026, Showcasing Iconic Landmarks and City Spirit
SAN FRANCISCO, CA (August 25, 2025) — The San Francisco Travel Association will bring the city’s iconic charm, diverse culture, and world-renowned hospitality to a global audience when it debuts its first float in nearly 50 years at the 2026 Rose Parade®. In keeping with the parade’s official theme, “The Magic in Teamwork,” San Francisco’s float will celebrate the people, places and shared experiences that unite the city and inspire visitors from around the world.
Designed and built by Fiesta Productions Inc., the 55-foot float will feature stunning floral recreations of iconic San Francisco landmarks including the majestic Golden Gate Bridge (reaching a height of 24 feet), vibrant Victorian Painted Ladies (ranging from 6½ to 8 feet tall), a full cable car (13 feet long), and the towering Dragon Gate (10 feet high) that welcomes visitors to the oldest Chinatown in North America. Every inch will be adorned with flowers and natural materials, combining artistry, tradition and innovation in true San Francisco style.
Fun fact: over 50,000 individual blooms will bring the city’s landmarks to life in an organic explosion of color that is sure to dazzle the worldwide audience of the Rose Parade presented by Honda.
Fiesta Productions’ lead designer Mike Abboud shared his vision for the float: “We set out to capture the spirit, color, and creativity that make San Francisco one of the world’s most beloved cities. This design celebrates its iconic beauty, diverse culture, and enduring welcome to travelers everywhere.”
Anna Marie Presutti, President & CEO of San Francisco Travel, said, “Our goal is always to surprise and delight, and it’s an honor to showcase San Francisco on such a celebrated global stage. Our float will capture the culture, diversity, and collaborative spirit that define our city, and we hope it sparks joy and inspiration for parade viewers everywhere.”
The 137th Rose Parade® will take place on Jan. 1, 2026, in Pasadena, California, and will be broadcast live to millions of viewers around the world. One of the most beloved New Year’s Day traditions in the United States, the Rose Parade® features dozens of floral floats decorated with over 18 million flowers, marching bands, and equestrian units.
“The Rose Parade is a showcase of imagination and teamwork, and we're excited to welcome San Francisco Travel to this New Year's Day tradition,” said Tournament of Roses President Mark Leavens. “We can't wait for the worldwide audience to see San Francisco's story unfold in flowers down the streets of Pasadena.”
Follow @SFTravelassociation for updates on the float and behind-the-scenes coverage.
About the Pasadena Tournament of Roses® and Rose Parade® presented by Honda
The Pasadena Tournament of Roses® is a volunteer organization that hosts America’s New Year Celebration® with the Rose Parade® presented by Honda, the Rose Bowl Game® presented by Prudential and a variety of accompanying events. The Association’s 935 Members supply more than 80,000 volunteer hours, which will drive the success of the 137th Rose Parade, themed “The Magic in Teamwork,” on Thursday, January 1, 2026, followed by the College Football Quarterfinal at the Rose Bowl Game presented by Prudential.
Visit tournamentofroses.com, follow us on Instagram, YouTube and X, and like us on Facebook.
About San Francisco Travel Association
San Francisco Travel is the official destination marketing organization for the City and County of San Francisco. The city is one of the top tourism and meetings destinations in the U.S., attracting over 23 million visitors annually. In 2024, total visitor-related spending contributed $9.26 billion into the San Francisco economy and supported nearly 62,000 jobs.
For information on reservations, activities and more in San Francisco, visit www.sftravel.com. Follow San Francisco Travel on Facebook, Instagram and X.