Global Fragrance Forum to Bloom in Taif Until April 26th

The first edition of the Rose and Aromatic Plants Global Forum has officially opened in Taif, celebrating the city’s floral legacy and its growing influence in Saudi Arabia’s aromatic plant industry. Organised in collaboration with Taif University, the event runs until April 26th and features a wide programme of expert-led discussions, exhibitions, and cultural showcases.

Held under the patronage of Makkah Governor Prince Khalid Al-Faisal, the forum gathers researchers, entrepreneurs, and industry leaders to explore advancements in the cultivation, use, and economic potential of roses and other aromatic plants. Particular attention is being given to the Taif rose, a variety famed for its essential oils and long-standing use in perfumery, as well as its importance as a national agricultural product.

One of the event’s centrepieces is the unveiling of the ‘Tifo Rose Walk’, a large-scale floral art installation in Arruddaf Park described as the largest of its kind in the Kingdom. The artwork symbolises Taif’s identity as a hub of floral culture and is expected to draw significant public attention.

An accompanying exhibition features the latest innovations in agriculture, extraction technologies, and product development across the aromatic plant sector. Organisers hope the forum will help attract investment, foster research collaboration, and open new commercial opportunities that align with Saudi Arabia’s broader vision to diversify its economy through sustainable agriculture and tourism.