Lavender fields are reshaping the landscape of Taif and the Sarawat Mountains, bringing new life to the region as farmers expand cultivation of the locally known crop “dharam.” What began as an agricultural shift is now evolving into a promising source of both economic growth and tourism.
This initiative aligns with Saudi Vision 2030 by encouraging crop diversification and promoting eco-tourism. Across areas like Al-Shafa and Al-Hada, lavender farms are flourishing thanks to the region’s favorable climate and terrain, which support high-quality production.
According to farm owner Aydah bin Awadh Al-Tuwaireqi, lavender is native to the Sarawat Mountains and belongs to the Lamiaceae family. Its low water requirements and ability to thrive in mountainous environments have made it an attractive option for local farmers.
Beyond agriculture, these farms have become destinations in their own right, offering recreational experiences that boost the local economy and appeal to visitors and photography enthusiasts alike. The growing popularity of the fields is helping position Taif as a year-round tourist destination.
Lavender cultivation is also contributing to sustainable rural development by creating job opportunities in areas such as oil extraction and agricultural marketing. With strong demand for products like essential oils, dried flowers, and cosmetics, lavender has proven to be a profitable crop.
Often called “purple gold,” lavender beautifully combines cultural heritage with modern industry, symbolizing a new era of opportunity for the region.
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