Amouage has announced a partnership with Oman’s Ministry of Heritage and Tourism for the development of Wadi Dawkah in the Southern Governate of Dhofar. Spread across five kilometers, the UNESCO World Heritage site is home to hundreds of frankincense trees which, having flourished in the region for centuries, represent one of Oman’s natural treasures. The agreement was signed by His Excellency Eng. Ibrahim Said Al Kharusi, undersecretary of the Ministry of Heritage and Tourism for Heritage Affairs and Sayyid Khalid bin Hamad Al Busaidi, chairman of the Board of Directors of Amouage.
The acquisition represents a milestone in the sustainable development of Boswellia sacra, the Omani frankincense tree. Featuring a visitors’ center, it will serve as a hub for education and tourism, while also demonstrating environmental consciousness in its construction, energy usage and sourcing, all in line with Amouage’s sustainability strategy and in compliance with the UNESCO World Heritage Site guidelines. As its caretakers, Wadi Dawkah will strengthen Amouage’s ties to Oman and carry its values and traditions further.
Wadi Dawkah represents Amouage’s second fully managed site after its manufacture in Muscat, which remains its base for production and manufacturing. By taking management of the land, Amouage will now be able to integrate every aspect of perfume-making savoir-faire, including harvesting, distillation, blending, aging, and manufacturing. With its new sustainability strategy, Amouage intends to protect and restore nature in Oman, minimizing waste, reducing its carbon footprint and expanding support for farming communities.
Sayyid Khalid bin Hamad Al Busaidi, chairman of the board of directors of Amouage, said, “Thanks to this exceptional arrangement, this is an opportunity to create a compelling tourism and cultural destination and drive the international promotion of the unique treasures of the Dhofar region. For Amouage, respecting nature means protecting the ecosystems that have gifted us, and by doing so we ensure that generations to come can continue to enjoy and experience the beauty of our fragrances.”
Marco Parsiegla, CEO of Amouage, stated, “Today we celebrate this remarkable milestone, Amouage becomes a guardian of this profound organic frankincense land of outstanding universal value that will contribute to our fragrances. This project will focus on conscious regeneration and make Wadi Dawkah a center of gravity for Oman’s frankincense sustainable development.”