Following the industry-leading growth in the first half of 2022, Amouage – Oman’s luxury perfumery brand – has signed a historic partnership with Oman’s Ministry of Heritage and Tourism for the development of Wadi Dawkah in the Southern Governate of Dhofar.

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 most precious natural treasures.

The agreement was signed by His Excellency Eng. Ibrahim bin Said Al Kharusi, the 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.

As its new patrons, Amouage seeks to develop Wadi Dawkah and the mythical Omani frankincense which is a key ingredient in Amouage fragrances. The Perfume House also seeks to protect, restore, and expand this ancient cradle of valuable resin.

Featuring a visitors’ centre, 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.

This agreement represents an integrated collaboration between the government and private sector in the Sultanate of Oman to preserve and promote the Omani heritage to the world.

Sayyid Khalid bin Hamad Al Busaidi, in a statement to the media, said: “We are glad to sign this agreement with the Ministry of Heritage and Tourism and we are confident that this collaboration will create a compelling tourism and cultural destination and drive the international promotion of the unique treasures of the Dhofar.”

Meanwhile, Marco Parsiegla, the 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. Drawing on the Omani heritage of generosity and Amouage’s creative spirit, this project will focus on expanding our support for farming communities and reinstate our commitment to creating a positive impact on nature and people.”