The Saudi Tourism Authority (STA) hosted unique perfumery workshops in Mumbai and Delhi, inviting guests to explore the rich fragrance heritage of Saudi Arabia. Over 60 participants including travel industry professionals, media representatives and influencers, were treated to an immersive experience guided by expert perfumers.
The workshops delved into the cultural significance of scents in Saudi Arabia with a particular focus on the famed Taif roses, renowned for their riveting aroma. Participants not only learned about the intricate process of perfume-making, from selecting ingredients to blending fragrances but also had the chance to create their own personalized scents, drawing inspiration from Saudi’s diverse landscapes and botanical treasures.
“Fragrance plays a significant role in Saudi culture,” the STA highlighted aiming to bridge the gap between Indian travellers and Saudi Arabia’s offerings. The workshops showcased Taif, a city nicknamed the “city of roses” for its year-round cool climate and abundant rose production. A mountain region sitting about 1,700 meters above sea level, on the eastern slopes of the Sarawat Mountains is known for its variety of fruits like grapes, berries, pomegranates and figs.
As Saudi Arabia continues to expand its hospitality infrastructure, with an additional 25,000 hotel rooms expected this year, the Saudi Summer Program 2024 stands as a testament to the Kingdom’s commitment to becoming a top-tier global tourist destination. The campaign slogan “Saudi Summer is Next Door” invites tourists to discover the diverse and magical destinations within the Kingdom.
Nestled in the mountains, Taif boasts diverse produce alongside its coveted roses, which are harvested in winter and used to create high-quality perfumes and rose water. Visitors to Taif can enjoy not only the aromatic delights but also the warm hospitality of cafes serving Arabic coffee and the chance to take home a piece of the city’s essence with rose oils, soaps and perfumes.This initiative marks the STA’s first-of-its-kind activation in India and signifies a strategic effort to attract Indian tourists to Saudi Arabia.
