By Omar Gouda
Morocco’s rose industry, centered in the Valley of Roses around Kelâat M’Gouna, embodies both a deeply rooted cultural tradition and a growing economic driver. The region’s climate, with its mild temperatures, abundant sunshine, and relatively low humidity, is perfectly suited for cultivating the Damask rose (Rosa damascena) at scale.
More than ornamental blooms, these roses sustain a seasonal economy: they are hand‑harvested, distilled into rosewater and rose oil, and crafted into a wide range of cosmetic and wellness products.
Origins of Rose Cultivation in Kelâat M’Gouna
Rose cultivation in this region dates back decades. It’s said that the Damask rose was introduced under French influence, and by the 1940s, distilleries had already been established in the area. Traditional propagation and horticultural techniques, including steam distillation, have been passed through generations.
The International Rose Festival
Each May, Kelâat M’Gouna comes alive with its International Rose Festival—a multi-day celebration blending cultural performances, scientific forums, and cherished local traditions. Visitors are treated to vibrant Berber dances, the crowning of a “Rose Queen” in a colorful parade, and bustling markets filled with rose-based products.
Production Landscape and Farming Practices
Morocco’s 2025 rose harvest was exceptional, with yields reaching an estimated 4.8k tonnes, well above recent averages. Around Kelâat M’Gouna, cultivation now extends across more than 1,020 hectares.
Most rose farms remain small-scale, relying on drip irrigation that conserves water while sustaining high yields. Despite the arid climate, the region proves remarkably well-suited to roses—so much so that officials hail the industry as a model of sustainable rural development in a drought-prone landscape.
At harvest time, the fields bustle with seasonal workers—many of them women—earning about 80–100 Moroccan dirhams (roughly $8–10) a day. Each hectare generates over 120 days of labor, delivering vital employment opportunities in this rural region.
Processing & Value Chain: From Petals to Product
Once harvested, rose petals are carried—often in sacks—to nearby distilleries, where they are carefully sorted before being distilled in traditional copper alembic stills. Through steam distillation, the petals yield both rose oil and rosewater, the essential ingredients behind much of the industry’s output.
The rose harvest is transformed into a diverse range of products, from rosewater—widely used in skincare, culinary recipes, and as a perfume base—to essential rose oil, prized in the global perfumery industry. Dried petals and buds find their place in teas and traditional cuisine, while cosmetic lines incorporate roses into soaps, creams, tonics, and perfumes, underscoring the flower’s versatility across cultural and commercial applications.
Cooperative Structures
Many rose growers operate within cooperatives, enabling them to pool resources, ensure quality standards, and access wider markets. One example is the Cooperative Femmes Daddes, which partners with local farmers to distill rose oil, produce rosewater, and craft cosmetic products.
Economic & Social Impact
In this region of Morocco, the rose industry provides vital income and employment. A surge in rose prices, five to six times higher than just a few years ago, has boosted farmers’ earnings, though daily wages for laborers remain modest. Even so, officials and development agencies champion the sector as a model of sustainable rural development, where traditional culture is woven into modern value chains.
Conclusion
Morocco’s rose industry is far more than a floral trade; it stands as both a cultural pillar and a powerful economic driver in one of the nation’s most remote regions. With production surging to 4,800 tonnes in 2025 and traditions of rose cultivation deeply rooted in local heritage, the sector embodies a seamless blend of past and present.
Its future, however, hinges on tackling labor equity, water scarcity, and stronger value‑chain integration. With targeted investment, innovation, and bold branding, Morocco’s “pink gold” holds immense promise to flourish even further on the global stage.
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