This famous flower festival boasts over 1 million irises of 500 different varieties, and attracts around 800,000 visitors annually. The peak of the blooms can usually be seen around June 10 in average years.

Besides the beautiful fields of flowers, the highlight of the festival is the traditional ceremony in which a new bride, dressed in pure white kimono, is escorted by sappa boat with her matchmaker through town to where her groom is waiting. This ceremony is held on Wednesdays, Saturdays and Sundays during the Suigo Itako Iris Festival. The tradition is not only still followed by many local marrying couples, it has also seen immense popularity among couples nationwide, who love the romantic ceremony and come to Itako for their big day.