In Saudi Arabia’s Jazan Region, a quiet revolution is blooming amid jasmine-scented groves and rolling plains. Rural farms like Al-Full are rewriting the Ramadan narrative, drawing Saudis away from bustling city cafes to the serene embrace of agricultural tourism. Here, where mountains meet fertile fields, visitors find more than a getaway—they discover a sustainable fusion of tradition and progress.
Al-Full, nestled in Damad Governorate, spans 135,000 square meters, its 12,000 jasmine trees perfuming the air alongside 100,000 other shrubs and trees. “It’s a retreat for the soul,” says Eng. Radhi Al-Fraidi, chairman of the Cooperative Agri-Rural Tourism Association (Refena), in an interview with the Saudi Press Agency. “Our community-prepared meals, served amid the groves, offer peace and affordability.” From guided nature tours to farm-to-table dining and hands-on harvesting, the farm delivers an immersive escape into Jazan’s rural heart.
This isn’t just a seasonal trend—it’s a cornerstone of Saudi Arabia’s Vision 2030, which seeks to diversify the economy and celebrate cultural heritage. The Ministry of Environment, Water, and Agriculture is fueling this growth, seeing rural tourism as a driver of sustainable development. Farms are no longer just plots of land; they’re economic engines.
Take Al-Full’s jasmine-based products—perfumes, teas, oils—sold locally and abroad. This value-added production creates jobs, especially for women, who are increasingly vital to farm operations and manufacturing. Nearby, Al-Soudah farm offers olive oil tastings, while Al-Mashhad showcases date palm cultivation, each adding depth to Jazan’s agricultural story.
Ramadan elevates the experience. Iftar beneath the trees evokes nostalgia. It’s a stark contrast to urban dining, blending heritage with tranquility. The region’s diverse landscapes—mountains, plains, verdant farms—frame this authentic glimpse into a simpler life.
The future looks even greener. “We’re launching five new farms within two years,” Al-Fraidi reveals, “each with unique offerings.” Partnering with the Ministry of Tourism, Refena is crafting packages blending stays, meals, and cultural immersion. Jazan isn’t just preserving its past—it’s planting seeds for prosperity.
Here, tradition fuels transformation. As the sun dips over the jasmine groves, Jazan emerges as a beacon of sustainable rural tourism, proving that in Saudi Arabia, the roots of yesterday can bloom into tomorrow’s promise.