Preparations are well underway. The city of roses is dressing up. It is adorning itself with all its finery to celebrate the 51st Moussem of Roses. An unmissable event that has made it famous for years already. For four days, on 9, 10, 11, and 12 May, Kelaât M’gouna is preparing the festivities to honour its many visitors from the four corners of the world to celebrate the Rosa Damaskina; this rose cultivated in the Dadès valley in the surrounding fields. The theme chosen for this edition is placed under the sign "A mobilisation to build a local development project". For this, all stakeholders have been mobilised in a participatory spirit to succeed in this challenge. Local authorities in partnership with civil society have combined their efforts for better visibility regarding the opportunities but also the constraints of the region. And that is the innovation of this edition.

Furthermore, the festival is called upon to participate in the revitalisation of tourism with the objective of Vision 2020. Indeed, this advocates the implementation in each region of tourism that respects the environment and sustainable development. The "eco-territories" called upon to emerge will be true showcases of Morocco in terms of sustainable development. The development of the rose sector goes in this direction. The rose festival, which is growing in scale year after year, will be a real promotional boost that will boost the destination.

What about the programme concocted this year by the organisers? Obviously, the concern that drives those responsible is above all the promotion of all products related to the rose. For this, nothing better than the Rose Fair to meet this need. Small producers are thus highlighted through the valorisation of the role of cooperatives and regional associations. Eventually, these income-generating activities will create opportunities conducive to improving the local standard of living. This fair is thus preparing to receive more than 300 exhibitors, including representatives from each of the 25 communes under Kelaât M’Gouna. The opportunity will be given to them to present the potential and opportunities of their respective communes. In this context, a 3,000 m2 marquee will be dedicated to the rose fair. Visitors will be able to discover, among other things, the history of the rose, production methods, and possibly distillation on-site with video and photo exhibitions.

Furthermore, the organisers have planned a hall specifically reserved for the various uses of the rose. We find it in cooking, cosmetics, and perfumery. Local products and handicrafts are not left out since an exhibition space is dedicated to them. It covers an area of 2,000 m2. Children can also enjoy a space intended for them. In all, the festival site is 3 hectares laid out for this occasion.

In addition, the festival programme includes round tables, conferences, and testimonies of successful experiences from professionals in the sectors involved. One of the highlights of the festival is undoubtedly the election of the Rose Queen, especially since it is dedicated to beauty and the perfume rose. Fans of musical and artistic evenings will be well served. A video contest "Lights on Solidarity Action" is even scheduled. As for the "Golden Rose" trophy, it rewards people who have distinguished themselves by their work in the rose sector (doyenne of pickers, exporter, producer, university researcher, active woman within an association...).