The fragrant rose industry is showing strong potential heading into the 2024-2025 agricultural season. In the region of Tinghir, production is expected to surpass 4,800 tons—an impressive leap from last year’s harvest of 3,500 tons. This boost is largely attributed to an expansion in cultivated land, which now covers 1,020 hectares.
Most of this cultivation is concentrated in just five municipalities, with Ait Sedrate Sahl Gharbia, Khémis Dadès, and Ait Sedrate Sahl Charkia leading the charge, while Kelâat M’Gouna and Ait Ouassif round out the key growing areas. As for exports, they remain modest at around 60 tons.
The industry is rooted in a blend of centuries-old expertise and increasingly modern organization. Over the years, it has gained recognition through national quality labels, including a Protected Designation of Origin for both the rose itself and its distilled essence. It benefits from a favorable natural environment, a workforce skilled in floral cultivation, and a local industrial network capable of processing and adding value to the product.
Yet, the sector still faces significant hurdles. A slow adoption of advanced processing technologies is holding back efficiency and yield. Adding to the pressure is the influx of counterfeit or low-quality products on the market, undermining the efforts of local growers and producers.
Amid these challenges, the 60th International Festival of the Perfumed Rose is kicking off in Kelâat M’Gouna. Held under royal patronage, the event aims to spotlight the economic, social, and environmental importance of the industry. Organized by the Ministry of Agriculture in collaboration with local authorities and international stakeholders, the festival is designed to give new momentum to sustainable development in the oasis regions. This year’s theme aligns closely with the goals of the Green Generation strategy, signaling a clear commitment to long-term growth and resilience.
