In 2022, a small group of creative individuals were whisked away to the beautiful gardens of Jabal Akdhar for an exclusive look into the immersive rose harvest season and rose water production that had been practised by the locals for generations.
During this exclusive journey arranged by high perfumery house Amouage, a diverse group of guests, comprising perfumers, media editors, film artists, and influencers, were guided by Chief Creative Officer Renaud Salmon through the enchanting rose garden village. They traversed the serpentine pathways, finally arriving at a cliffside that overlooked the stunning terrace gardens in full bloom.
Download the magazine here: https://www.omanobserver.om/pdf/2024/05/16/omandailyobserver-20240516-2.pdf?ts=113008
Amid the conversation, Salmon and master perfumer Pierre Nigrin seamlessly transition between discussions on the exquisite allure of rose fragrance and the many other distinctive aromatic components found in Jabal Akdhar leaving guests captivated by the best-kept secrets of the perfume industry.
On this trip, Salmon revealed to the guests that rose essence is one of the main ingredients used by the house of Amouage in perfumes, a crucial element that distinguishes the brand’s narrative. Rooted in the ancient wisdom of the locals, this ingredient forms the ideal groundwork for a captivating tale that surpasses individuals and encounters, evoking awe and inspiration.
The journey ended with a visit to two factories. First, on a quaint, traditional workshop located within the home of one of Jabal Akdhar’s oldest Omani rose growers where guests engaged with age-old equipment and finally, a stop at the brand’s contemporary rose water and rose essence manufacturing facility, equipped with state-of-the-art technology.
In subsequent years, the perfumery house continued its tradition of organising exclusive immersive journeys like this one, inviting some of the most prominent artists, influencers, and perfume enthusiasts to Oman. These experiences not only fostered admiration for the brand but also kindled a deeper appreciation for the country as a whole. The greatest contribution it does for the country is help elevate and popularise the the beauty, importance and social impact of the rose season of Jabal Akdhar.
Locals demystifying the rose harvest and rose water production
Under the shade of pomegranate trees, Abdullah Saif al Saqry, one of the pillars of the farm industry in Jabal Akdhar offered us a drink of cool water. Abdullah cannot recall when he was born but shared that he has been helping his father till the rose farms since he was six years old.
Abdullah is one of the most popular farmers in Green Mountain owning hundreds of rose bushes which he is now passing to his children. Despite his old age, he still walks around his farm and helps not just in harvesting but also overseeing the rose water production.
“A lot of farmers like me learned over time that people are truly interested in what we do and this is why whether you visit the villages of Saiq, Al Ayn and Al Aqar, they would open their homes so people can see what happens to the harvested roses,” Abdullah said.
Every year, thousands of tourists and guests flock to Jabal Akdhar between March and May to witness the rose harvest season. This annual spectacle sees the mountains adorned with vibrant hues and the sweet aroma of blooming roses, marking a time of bustling activity and cultural significance.
Jabal Akdhar is home to approximately 5,000 rose bushes nurtured by the ancient falaj irrigation system that channels water from natural springs. These bushes sprawl across the terraced villages of Al Aqar, Al Ayn and Saiq. Perched between 2,000 to 3,000 meters above sea level, these villages enjoy a temperate climate, offering optimal conditions for rose cultivation.
“Rose season is an amazing time for the villagers too as it allows farmers to market their products but the visits are also productive to the farmers for many other economic reasons,” shared Al Laith al Tobi, one of the younger Omanis helping run Bait al Sarh, an ancestral home transformed into a traditional rose water manufacturing facility and living museum.
Bait al Sarah, throughout the harvest season is visited by thousands of people and has one of the most well-structured facilities for rose production, has become a go-to for group tours and exclusive mountain visits.
“Everyone is benefiting from the rose harvest season. From the tour operators to the guests, but most especially the farmers,” Al Laith said.
Tour programming includes picking roses and an immersive look into the rose water distillation process.
In an interview with local media, Ali Saif Al Shukaili, Assistant Director of Heritage and Tourism in the Governorate of A’Dakhiliyah, said that “the rose harvest season in Al Jabal Al Akhdar ushers in a state of tourism diversity and allows tourists to have a close look at traditional and modern methods of distilling rose water.”
He added, “The ministry attaches great importance to encouraging investment in Al Jabal Al Akhdar, notably by attracting tourism projects like tourist resorts, hotels, and guesthouses. Such projects augment the local community’s gains from the tourism movement’s activity.”
Learning from Saudi Arabia
The rose industry in Saudi Arabia, particularly in regions like Taif, plays a significant role in the country’s economy, environmental sustainability, and social development. The cultivation of roses, especially Taif roses, contributes to the production of luxurious perfumes, generating substantial economic returns for the Kingdom. Moreover, rose cultivation aligns with Saudi Vision 2030’s goals of enhancing the agricultural sector and utilizing natural resources efficiently.
Taif’s unique microclimate, coupled with its elevation, creates ideal conditions for rose cultivation, making it a vital aspect of the city’s economy. Approximately 2000 farms in Al Shafa and Al Hada cultivate roses, producing over 300 million flowers annually. These flowers are processed into rose oil and rose water, essential components in perfumes both locally and internationally.
The Taif rose season transcends mere floral beauty; it serves as a cornerstone for economic growth and community development. Attracting visitors from across Saudi Arabia and beyond, the annual Taif Rose Festival showcases the rich cultural heritage and economic viability of the rose industry. Supported by the Sustainable Agricultural Rural Development Programme, local businesses thrive, contributing to the diversification of Saudi Arabia’s economy.
Investment in Taif roses has surged to over SAR 64 million, reflecting growing confidence in the sector’s potential. The cultivation area continues to expand, with rose farms in the Sarawat Mountains producing approximately 550 million roses annually. Notably, the Taif Rose Festival secured a Guinness World Record for the largest basket of roses, underscoring Saudi Arabia’s commitment to excellence and innovation in the floral industry.
The rise of the Taif rose industry not only creates job opportunities but also empowers women in the region to participate in the industrial sector and develop valuable skills. With over 910 rose farms and 70 factories and laboratories producing a myriad of rose derivatives, including perfumes and body care products, the industry fosters local entrepreneurship and innovation, driving sustainable development.
The Saudi government’s support for the rose industry is evident in initiatives like employing local women in rose factories, aligning with Vision 2030’s focus on sustainable development and economic diversification. Additionally, collaborations with countries like Bulgaria aim to enhance productivity and sustainable utilization of resources.
The rose industry contributes to achieving several Sustainable Development Goals (SDGs), including economic growth, poverty reduction, gender equality, sustainable cities, and climate action. Furthermore, rose cultivation supports the employment of women, contributes to environmental sustainability, and fosters economic growth, aligning with Saudi Arabia’s emphasis on environmental conservation and sustainability.
Looking ahead, Saudi Arabia’s Sustainable Agricultural Rural Development Programme, “Reef Saudi,” unveils ambitious plans to propel rose production to two billion by 2026. Through strategic projects and initiatives, including the establishment of dedicated rose cities and state-of-the-art infrastructure, “Reef Saudi” demonstrates its unwavering commitment to advancing the agricultural sector.
The great potential and maximising benefits
With or without a festival, Jabal Akdhar is already attracting thousands of visitors annually because of the rose harvest season. This surge in tourism stimulates various sectors of the economy, from hospitality to transportation, as visitors seek accommodation, dining experiences, and guided tours.
For Al Laith and his family, the season acts as a platform for their local business to shine. Offering a diverse array of rose-based products and traditional handicrafts, they not only captivate tourists but also provide a significant boost to the local economy, generating employment opportunities and fostering entrepreneurship.
For small tour operators like Ahmed Malik, a balancing act has to be made. He said that it is crucial to promote responsible tourism practices among visitors, emphasizing the importance of respecting local customs, minimizing waste, and conserving natural resources.
“Omanis love to share our culture but I think it is also important to take proactive steps to preserve and promote Omani culture and traditions,” he said.
“Most importantly, I think it is important to ensure that economic benefits are distributed equitably among local communities, minimizing the risk of exploitation or marginalization. Support initiatives that provide training and employment opportunities for locals, encourage entrepreneurship, and promote fair trade practices that benefit local artisans and producers,” he said.
“The roses of Jabal Akdhar can still be taken to new heights, and the industry has more promise. Hopefully, soon, it will get more support and we can maximise its true potential,” Malik added.
For the House of Amouage, the brand is aware of the importance of the culture as well as the authenticity of the experiences, which is why, despite their massive profit, they must support grassroots movements and work with the locals to also help the community grow and pay it forward.
Oman Observer is now on the WhatsApp channel. Click here
