Workshops offered guests a unique opportunity to delve into the rich olfactory heritage of Saudi Arabia (Photo: Dheeraj Singh)
Relying on its rich history of perfume-making and essential oils to promote tourism to Saudi Arabia, the Saudi Tourism Authority (STA) recently held perfumery workshops, titled ‘Essence of Saudi’, in Mumbai and Delhi.
In a press statement, the STA says that the events showcased treasures of Saudi fragrances with a focus on the renowned roses from Taif, a city in south-western Saudi Arabia that is known for its perfumeries. The statement adds that the two workshops were attended by over 60 participants, including luxury travel trade partners, top online travel agents, wholesalers, media, influencers and travel bloggers.
The two workshops were attended by over 60 participants
STA adds that the workshops were a first-of-its-kind activation by it in any market. By fostering a deeper appreciation for Saudi fragrances and culture, the event aimed to bring Indian travellers closer to what Saudi has to offer, STA adds.
The statement adds that the workshops offered guests a unique opportunity to delve into the rich olfactory heritage of Saudi Arabia. Guided by expert perfumers, participants immersed themselves in the aromatic world, learning about the cultural significance of fragrances and the art of perfume-making.
The statement adds that during the events, drawing inspiration from lush landscapes and the rich botanical heritage of Saudi, attendees crafted unique concoctions that reflected their preferences.
STA says that fragrance plays a significant role in Saudi culture, which was shared with the guests while highlighting the exquisite Taif roses, a symbol of the country’s natural abundance.
The statement adds that the experiential perfumery workshops provided a platform for participants to gain insight into the intricate process of perfume-making, from selecting the finest ingredients to blending fragrances harmoniously.
These workshops provided a platform to gain insight into the intricate process of perfume-making
STA says that Taif, referred to as the ‘city of roses’ and ‘the friend of the clouds,’ is blessed with year-long cool weather. Nestled on the eastern slopes of the Sarawat Mountains, it is approximately 1,700 metres above sea level.
The region is known for its diverse produce, including grapes, berries, pomegranates and figs. The coveted Taif roses steal the spotlight with their enchanting fragrance and captivating aroma enthusiasts worldwide. Each year in December, local farmers prepare rose fields for fresh crops.
By mid-January, at the peak of winter, they prune rose bushes, harvesting dark coloured as well as light pink roses known as the ‘Rose of Taif’.
Multiple perfumeries and rose product factories are engaged in the production of high-quality perfumes and rose water. One can enjoy Arabic coffee in cafes around the perfumeries and bring back souvenirs from the city of roses, such as rose oils, soaps and perfumes, the statement adds.
