Objectives and activities of the World Rose and Aromatic Plants Forum
The eyes of those interested in agriculture and investment are turning to the city of Taif, where the World Rose and Aromatic Plants Forum. This prominent international event aims to foster innovation and open new horizons for investment in this vital sector. This exceptional event brings together government entities, the private sector, and a select group of experts and specialists in agriculture and processing industries, laying the foundation for a new phase of economic and agricultural development in the Kingdom of Saudi Arabia.
Historical roots: Taif, the capital of roses, perched atop the mountain peaks
The choice of Taif to host this event was no coincidence, but rather an extension of a long and rich history linking this enchanting mountain city to rose cultivation. For centuries, Taif has been known as the "City of Roses," boasting unique geographical and climatic characteristics, and fertile soil that make it the ideal environment for the growth of the world-renowned "Taif Rose," celebrated for its exceptional quality and captivating fragrance. Historically, the production of rose oil and rose water has been deeply intertwined with the culture of Taif's inhabitants, passed down through generations as a traditional craft before evolving into a promising economic industry. This gathering serves to crown this historical journey, elevating it from a local, traditional framework to a global stage, drawing upon the region's rich cultural and agricultural heritage.
80 diverse events at the World Rose and Aromatic Plants Forum
The Taif University campus hosted the launch of the current edition of the forum, in the presence of the Governor of Taif and a number of prominent officials and specialists. This major event spans 11 consecutive days, offering a rich and comprehensive experience for all visitors and participants. The agenda includes an intensive scientific and educational program, featuring 15 panel discussions addressing the latest technologies and challenges in rose cultivation and production, in addition to 80 diverse activities catering to various groups, from farmers and investors to families and tourists.
Strategic goals that shape the future of the sector
The forum seeks to achieve four main and pivotal objectives, which are:
- To consolidate the position of Taif Governorate as a leading global center for the production of roses and aromatic plants.
- Supporting and expanding the economic and investment opportunities available in this vital sector.
- Keeping pace with the goals of the Kingdom of Saudi Arabia’s Vision 2030 related to sustainability and the environment.
- Actively contributing to the diversification of the national economy's resources and promoting the growth of promising sectors.
Economic and tourism impact: local and international dimensions
The significance of this event extends far beyond its role as an agricultural gathering, representing a far-reaching economic and tourism driver. Locally, the event empowers local farmers and provides new job opportunities for young Saudis in agriculture, marketing, and rose-related processing industries. It also enhances Taif's position as a leading tourist destination, attracting thousands of visitors interested in ecotourism and agritourism.
At both the regional and international levels, developing the aromatic plants sector opens wide doors for exporting high-quality Saudi products, such as Taif rose oil, considered one of the most expensive and finest perfumes in the world, to global markets. This trend not only supports the trade balance but also enhances the Kingdom's soft power by exporting a cultural and agricultural product bearing an authentic Saudi imprint, making the rose sector a genuine contributor to shaping a diversified and sustainable economy.
