Discover Bulgaria’s Valley of Roses Now, The Heart of Rose Oil Production and Cultural Tourism

Published on November 30, 2025

During the grown in the Valley of Roses, Rosa damascena, also known as the Damask Rose, has established Bulgaria as a world exporter of rose oil. The rose is part of the foundation of the economy, culture, and international reputation of the country. In the Valley of Roses, the rose is Bulgaria’s most recognizable symbol. With a rich significance in culture and a remarkable smell with therapeutic benefits, the oil rose oil is known as “liquid gold,” due to its economic and touristic value. The rose is not just beauty; it is part of the economic treasure as well.

The Economics Behind the Liquid Gold

Rose oil, an essential ingredient in many of the world’s most prestigious perfumes, is produced in extraordinary quantities in Bulgaria. To produce just one kilogram of rose oil, 3,000 to 4,000 kilograms of rose petals are required, making the production process labor-intensive and costly. As a result, rose oil prices can reach as high as $15,000 per kilogram, which is why renowned perfume houses like Chanel, Dior, Louis Vuitton, and Gucci source this precious commodity from Bulgaria.

The significance of rose oil to Bulgaria’s economy cannot be overstated. In 2024, the country exported 1.5 tons of rose oil to over 30 countries, with exports valued between $9,500 and $16,050 per kilogram. Leading markets for Bulgarian rose oil include the United States, China, the United Kingdom, and Japan, where the demand for high-quality natural oils and fragrances is ever-growing. Additionally, Greece has shown increased interest in rose oil, importing essential oils worth €167,922 in 2024, driven by the rising popularity of wellness treatments and natural cosmetics.

A Rich Cultural Tradition Built Around the Rose

The Valley of Roses, located in central Bulgaria, has long been the heart of rose oil production. The annual Rose Festival in Kazanlak is a celebration of this heritage, attracting both locals and international tourists to experience the culture and beauty of the region. The festival, which includes parades, rose-picking competitions, concerts, and the crowning of “Miss Rose,” is a vivid display of over three centuries of tradition. Visitors from around the world are drawn to the region not only for its iconic floral displays but also for the unique opportunity to participate in time-honored traditions.

One of the most popular attractions in the Valley is the Rose Oil Museum, which houses exhibits and artifacts dating back to 1912, showcasing the history and technology behind rose oil production. The museum’s collection includes historical distillation equipment, some of which, like a container from 1947, still emits the distinct aroma of rose oil, nearly 80 years after it was first used.

The region’s cultural ties to the rose are strengthened each year with the revival of ancient rituals, further enhancing Bulgaria’s appeal as a cultural destination. The Rose Festival and the museum serve as key drivers for both domestic and international tourism, allowing visitors to immerse themselves in the rich history and traditions that have built Bulgaria’s rose oil empire.

From Tradition to Innovation: The Science of Rose Oil Production

The production of rose oil in Bulgaria is a blend of traditional techniques and modern technology. Harvesting takes place at dawn, when the scent of the roses is at its most potent. The delicate petals must then be transported swiftly to distilleries to preserve their fragrance and essential oils. Rose oil is produced through a method called Rose Otto steam distillation, which is regarded as the purest and most labor-intensive process. This method requires vast amounts of raw material, precision, and expertise to create the high-quality product that has made Bulgaria famous.

Today, Bulgaria boasts 73 processing companies and 53 distilleries, with leading firms such as Enio Bonchev, Damascena, and Alteya Organics supplying rose oil to markets across the globe. Some companies, like Alteya, manage the entire production process, from cultivating the roses to distilling the oil and shipping the final product to more than 50 countries. This level of vertical integration ensures the highest standards of quality and sustainability, helping Bulgaria maintain its reputation as the world’s top producer of rose oil.

The Growing Role of Tourism in the Valley of Roses

While rose oil remains Bulgaria’s most celebrated export, the tourism industry built around this iconic flower is thriving. Over the years, the Valley of Roses has transformed from a traditional agricultural area into a vibrant tourist destination that offers an immersive experience for travelers. Visitors come not only to explore the rose fields but also to participate in the production process, learn about distillation, and enjoy the region’s rich cultural offerings.

Organized rose-picking tours allow tourists to experience the ancient practice of harvesting the delicate petals, usually at dawn when the fragrance is strongest. Afterward, they can visit local distilleries to see how rose oil is made, from petal to perfume. These experiences provide a unique and hands-on way for tourists to connect with the region’s history and traditions.

Many tourists are also drawn to the wellness aspect of the region. Several small wellness centers and agritourism guesthouses have opened throughout the Valley of Roses, offering visitors rose-water-based treatments, aromatherapy workshops, and natural skincare treatments. These offerings attract tourists interested in sustainable tourism and natural wellness practices, further broadening the appeal of the region.

A Flourishing Tourism Sector: Blending Tradition with Modern Hospitality

The rise of tourism in the Valley of Roses has spurred significant investments in hospitality and tourism infrastructure. Local hotels, guesthouses, and wellness resorts are increasingly offering specialized packages that cater to couples, families, and wellness travelers. Many establishments now provide themed gastronomic experiences that highlight local cuisine, offering visitors the opportunity to enjoy unique culinary delights while surrounded by the fragrant fields of roses.

The combination of Bulgaria’s rich agricultural heritage with modern amenities has created a compelling destination for travelers seeking more than just a traditional tourist experience. The region is gradually becoming a year-round attraction, with activities and experiences extending beyond the Rose Festival in June. This diversification of offerings ensures that visitors can enjoy the beauty of the Valley of Roses in all seasons, from rose-picking in the spring to wellness retreats in the cooler months.

The Future of Bulgaria’s Rose Oil Industry and Tourism

The future of Bulgaria’s rose oil industry and its associated tourism sector looks promising. Despite challenges such as the wildfires that damaged crops in 2024, Bulgaria’s rose oil producers are resilient and continue to adapt. The government’s support measures for producers, along with the growing demand for natural products, ensure that the industry remains a vital part of Bulgaria’s economy.

As Bulgaria continues to position itself as a global leader in rose oil production, the Valley of Roses is evolving into a sophisticated tourism destination that celebrates the region’s agricultural traditions while offering a modern and sustainable experience for visitors. With its unique combination of cultural heritage, natural beauty, and wellness tourism, the Valley of Roses is poised to remain a key attraction on Bulgaria’s tourism map for years to come.

Bulgaria’s Rose Oil Legacy Blooms in Tourism

Bulgaria’s advancement of the economy has changed the economic structure of the country and made it the world’s leading producer of rose oil and brought a major shift in the country’s tourism as well. The Valley of the Roses incorporates a fascinating combination of tradition and new technology as seen in the unique rose Oil Festivals, the aroma of Bulgaria, wellness retreats, and the combination of different contemporary methods along retreats and the various customs of the region.  Bulgaria makes rose oil and the cultural and touristic aspects of the region will become even more ample, making this lively and fragrant corner of the world even more popular.