Jeddah will host the Nafhat Itr 2023 exhibition at the Hilton Jeddah hotel from July 27 to 31, 2023. The exhibition is an important commercial platform for leading international luxury perfume brands, offering visitors a special shopping trip through more than 500 global brands and over 10,000 luxury fragrance products.

The exhibition is expected to attract more than 10,000 visitors over its five days, thanks to the variety of products on display catering to all tastes. Forecasts indicate that consumption and variety in the Kingdom's fragrance sector continue to grow, with perfumes used by men and women alike.

This reflects Saudi Arabia's long-standing interest in oud and luxury perfumes, which has drawn many international perfume makers to invest in the region and made the Kingdom a major center for creating modern fragrances. A shift in consumer preference from synthetic to natural fragrances has also led many Western brands to introduce oud-based perfumes.

The Saudi market is among the largest consumers of perfume, with each person in the Kingdom using 2.5 liters of perfume a year compared with 300 ml per person in Europe, and Middle East sales account for around 70% of the revenue of some global perfume companies. The exhibition is expected to boost economic growth in Saudi Arabia and help make the perfume industry one of the Kingdom's most promising industries.