Rose season blossoms into tourism, trade and tradition

MUSCAT: Rose season in Oman is shaping a narrative that goes beyond agriculture, extending into culture, economy and national identity. The rose continues its journey from a flower picked at dawn to a symbol of heritage and enterprise, supported by development programmes and government initiatives.

“There are more than 6,500 rose trees in Al Jabal Al Akhdhar covering an area of more than 10 acres, with an annual production of up to 30,000 litres of rose water and an economic return for farmers of about RO 210,000,” said Omair al Fahdi, Head of the Agricultural Development and Water Resources Department in Al Jabal Al Akhdhar.

Farmer Qais al Amri, owner of Dehjan factory in Al Jabal Al Akhdhar, said the sector has evolved significantly. “We started by producing rose water and rose oil, known for their concentrated aromatic fragrance. This helped us develop personal care products with a rose touch, providing a year-round source of income for us and many families working in the same field.”

Agricultural heritage in Jabal Al Akhdhar has further evolved into a cultural tourism experience.

The rose has also found its way into retail and culinary innovation, where it is transformed into products, identity markers and flavours.

The local brand Al Sharaa has introduced seasonal offerings such as rose-filled sweets, rose-infused date cookies, and rose-flavoured Arabic coffee, while continuing to produce rose water and rose shampoo year-round. Mazoon Dairy has also joined this trend by launching rose-flavoured milk, which has been well received in the market.

In the culinary space, young Omani entrepreneurs are increasingly incorporating rose essence from Al Jabal Al Akhdhar into juices, dairy products, tea, coffee, cakes and Omani halwa.

Food content creator Mohammed Moosa said, “Using rose products in food gives it a distinctive flavour, and people are now seeking this local touch.”

The rose is also making its mark in the fragrance and incense industry, reflecting Omani identity in contemporary form. Local houses such as Amouage and Omanluxury have incorporated rose as a key ingredient in recent fragrance releases, blending heritage with modern perfumery and achieving international recognition.

Rose season is also deeply rooted in tradition passed down through generations. Saif al Tobji, owner of Bait Asarh Rose Water Factory, said, “The secret of the craft, in its traditional form, has been passed down through our family since 1984. We have also incorporated modern methods of rose water production.”

Agricultural heritage in Al Jabal Al Akhdhar has further evolved into a cultural tourism experience. “Last season attracted more than 30,000 visitors from different nationalities, and this season is expected to achieve new record numbers,” Al Fahdi added.

Rose season thus highlights how nature in Oman is not only a source of beauty, but also a driver of sustainable economic activity and a contributor to shaping a distinctive national identity.