Saudi Arabia has launched a new initiative in the Taif mountains aimed at developing a major domestic industry with potential economic returns in the billions of dollars and achieving self-sufficiency in a key sector.
The project, centered on the cultivation and processing of roses and aromatic plants, aligns with broader national goals to diversify the economy and reduce reliance on imports. Officials say the effort could position Taif as a regional hub for sustainable floral and botanical production.
This development comes amid growing activity surrounding the International Rose and Aromatic Plants Festival in Taif, which recently concluded its 2026 edition with record participation. Over 100 local exhibitors took part in the event, showcasing products ranging from essential oils to handicrafts derived from rose cultivation.
Festival organizers highlighted the event’s role in transforming local farms into tourist attractions, noting increased visitor interest in the region’s rose-growing heritage. The festivities included cultural performances, including a farewell dance by a young girl that drew attention for its emotional resonance with the agricultural cycle.
Schools across the Taif education district participated in pre-festival activities by decorating buildings in pink, symbolizing community engagement with the annual celebration of the region’s signature flower.
Authorities emphasized that the festival and related initiatives are part of a strategic shift toward sustainable industry, combining agriculture, tourism, and value-added manufacturing to create long-term economic opportunities for residents.
