I know people who choose where to vacation based on the food scene, climate, and sometimes, social media virality of a destination. As for me, I base my travels around perfume. Fragrance has been an integral part of my life for as long as I can remember—I began collecting perfumes in high school and have leveraged my olfactory fascination into a successful career as a fragrance writer, consultant, and expert.
My fragrant curiosity has led me to explore some of the world’s top perfume destinations, not just for work, but also for pleasure. I’ve followed my nose to Grasse, France, (a.k.a. the perfume capital of the world) to learn about the history of perfumery; I’ve spent birthdays sniffing my way through Paris’s niche perfume shops in an effort to discover otherworldly creations; and I recently stayed in a master perfumer’s house in Florence, Italy, where I developed my own personal scent before venturing out to visit the world’s oldest perfumery. And that’s just the tip of the iceberg.
Perfume tourism isn’t new, but it is gaining traction. Research firm Market Intelo projects perfume tourism will grow from $1.12 million (in 2024) to $2.08 billion in 2033. This goes hand in hand with the fact that the fragrance industry is the fastest growing sector of the beauty industry, with no signs of slowing down. People are looking for new ways to explore fragrance cultures and get exposed to unique scents and experiences—and if that sounds like you, you’ve come to the right place.
This guide includes seven fragrance-forward destinations around the world that are leveling up perfume tourism through retail experiences, factory tours, perfume-making workshops, museums, and more. Every location has something different to offer, but they all have one thing in common: Perfumery is deeply ingrained in their heritage. So go forth and let your nose guide you to the world’s best perfume destinations.
Grasse, France
Hidden in the rolling hills above the French Riviera lies the perfume capital of the world: Grasse. Grasse has long been considered the mecca of perfumery, not only for its optimal flower-growing climate—where roses, jasmine, lavender, and violets abound—but also because many perfume-making techniques originated in the town. Designer perfume houses like Chanel, Dior, and Lancôme all cultivate flowers for their fragrances in the area, and UNESCO named the town a World Heritage Site in 2018 for its intangible contributions to perfume conservation and composition.
Wandering through Grasse feels like stepping back in time—you’re encouraged to let your nose guide you as you explore. (That’s exactly what I did when I visited!) There’s a new scented discovery around every cobblestoned corner, and it’s impossible to count the number of local artisanal perfume shops that are scattered around town. You can learn about the history of perfumery at Musée International de la Parfumerie and also create your own signature scent at one of the town’s three major perfumeries: Fragonard, Molinard, or Galimard.
In addition to the town’s year-round perfume identity, Grasse also hosts a variety of seasonal scent-focused festivals. If you want to partake, May and August are two of the most popular times to visit. The International Rose Festival occurs in May, aligning with the rose harvest. During this time, Grasse is decorated with fresh blooms, and a parade is held to celebrate. Similarly, the Jasmine Festival aligns with the jasmine harvest in August, with parades, dances, concerts, and fireworks galore.
Where to stay:
Villa Des Parfums: Fully immerse yourself in the scented world of Grasse by staying in a 19th-century perfumer’s mansion. The apartment-style resort is steps away from the town square and is complete with a private pool and garden.
Skylark BNB: Located directly above the Grasse town square, Skylark BNB offers stunning views of the South of France, free breakfast, and a full educational experience with the proprietors who have lived in the area for 20+ years. One of the owners works at the Musée International de la Parfumerie and has a wealth of knowledge on the history of the area, plus can give recommendations on what local activities and experiences to participate in.
Can’t-miss shops:
Fragonard: Fragonard is the most famous perfumery in Grasse. Located right in the center of town, the gorgeous multi-level factory houses a mini museum and offers dozens of scents to suit even the most particular of noses. Along with their perfumes, you can also purchase soaps, lotions, room sprays, candles, and accessories like scarves and bags.
Denis Durand: Out of all of the perfume shops I visited in Grasse, Denis Durand had the most opulent aesthetic. The dark blue walls, adorned with intricate Greek-inspired gold fixtures, provide a visual preview of the extravagant juices this independent perfumer creates. Each luxurious perfume is an ode to classic French perfumery, while the gilded bottles double as artwork.
Café Fleur: Part café, part concept shop, this relatively new addition to Grasse is modern while still remaining true to Grasse’s roots. Artisanal floral-inspired coffees are brewed in-house, and as you sip you can browse through a selection of niche and experimental perfumes and candles.
Activities to book:
The Molinard Perfume workshop: This hands-on class provides a brief history of perfume-making, then sets you loose to sniff over 50 notes and concoct a one-of-a-kind scent. At the end of the session, you take home a full bottle of your perfume, and Molinard keeps a record of the formula so you can repurchase it once you run out.
A trip to Musée International de la Parfumerie: Perhaps the most comprehensive perfumery museum in the world, Musée International de la Parfumerie takes you on a journey through history to Grasse’s meager beginnings in the fragrance industry. You’ll discover exhibits that explain the perfumer’s organ, divulge the details of the flower harvest, showcase how different cultures incorporate scent into their daily rituals, and display some of the world’s most iconic perfume bottles.
A jasmine picking adventure on Mimosa Hill: While many flower fields are privately owned and closed to visitors, there is one spot that welcomes visitors during a short window in the middle of jasmine season. If you’re visiting between September and October, you can partake in the early-morning jasmine harvest on Mimosa Hill.
Florence
When people think of perfumery, France often comes to mind. In reality, the French learned much about the art of fragrance making from Italians. Florence, specifically, was at the heart of the perfume renaissance, and is home to one of the oldest pharmacies—and perfumeries—in the world. Santa Maria Novella was founded in 1221, and its original outpost is still open. The Officina Profumo-Farmaceutica serves as a destination for perfume lovers who want a taste (or rather, smell) of the scents that the royal Medici family spritzed hundreds of years ago.
Fragrance culture is still alive, well, and thriving in the medieval city. Almost a dozen Florentine perfumeries are scattered throughout the city center, including Aqua Flor, Dr. Vranjes Firenze, and Profumoir. The latter is taking the city’s scent-tourism to a new level with the recently opened Casa Profumoir—a stunning renovated home previously inhabited by the brand’s master perfumer. A stay in the olfactory house gives visitors an opportunity to meander through the aromatic gardens and create a bespoke fragrance from a selection of nearly 200 notes and accords.
If you want to learn more about the ingredients that can be found in today’s most popular fragrances, schedule a visit to Museo Villoresi in the San Niccolò neighborhood. The museum was built to educate guests and take them on a sensory adventure. During a visit, you’re able to smell the plants and raw materials that have become the backbone of modern perfumery. In the warmer months, you can also visit the Giardino delle Rose, which houses nearly 400 species of roses, many of which can be found in world-renowned perfumes.
Where to stay:
Casa Profumoir: Before opening to the public in 2024, Casa Profumoir was the primary residence of Sileno Cheloni, the master perfumer of Profumoir, an experiential perfume atelier in town. The renovated guesthouse is charming and mysterious, and serves as a relaxing hideaway from busy Florence. Along with receiving access to the private aromatic garden and Persian-inspired courtyard, a stay here includes the Olfactory Organ experience. Using your nose as a guide, you’ll sift through 198 notes to create your own personal fragrance that will serve as a memento of an unforgettable time in Firenze.
Palazzo Firenze: Located in the heart of Florence, this glamorous mansion, built in the 18th century, has been transformed into a five-star hotel. Beyond the luxurious amenities and rooms, the hotel has a partnership with Aquaflor, a perfumery steps from the hotel. You can set up a private tour of the sensorial space and also schedule a custom fragrance-making workshop.
Can’t-miss shops:
Officina Profumo-Farmaceutica Santa Maria Novella: The location at 16 Via della Scala is regarded as the oldest pharmacy in the world. The shop has been open to the public since the 1600s, and the interior feels like a time capsule. Portraits of old proprietors and a number of historical items—including medieval perfume-making machinery as well as antique glassware—are showcased around the store, and, of course, there’s a wide selection of scented bath products, candles, potpourri, and the brand’s claim to fame: perfumes. Aqua Della Regina is the oldest scent in the collection, dating back to 1533, but you can sniff your way through all 62 offerings.
AquaFlor: AquaFlor may not have as many years under its belt, but you’d never guess it. Now a staple in Florentine perfumery, the brand was founded in 2009 with the intention of reviving Florence’s perfume presence, and you cannot visit the city without stopping by the fantastical shop. Drift through the rooms as you smell small-batch perfumes, body sprays, diffusers, and more. AquaFlor will also inspire your inner perfumer with classes that guide you while you create your own unique scent.
Campomarzio70: One of the finest niche perfume stores in all of Tuscany, Campomarzio70 offers a robust selection of Italian and French perfumes that you won’t find in your average department store. As a design concept, they make sure to sell items that come across as olfactory works of art—and the store is one of the only places in Italy that carries the acclaimed Fornasetti perfumes. They also have special collaborations with a variety of fragrance brands, and have brought to life exclusive scents from Matador, Anomalia, and Ex Nihilo that can’t be found anywhere else.
Activities to book:
The Profumoir Perfume Tasting experience: Profumoir offers a diverse range of experiences, including the creation of a bespoke scent. However, the perfume-tasting experience teaches nuances about perfumery that will have you well on your way to becoming a fragrance expert. During this lesson, you learn about the history of perfumery, get introduced to raw materials and accords that make up perfume, and gain insight into how to distinguish different notes. Plus, you’ll also partake in an incense ceremony that intertwines spirituality with the art of perfumery.
A scented visit to Museo Villoresi: Found below the Lorenzo Villoresi shop, this museum takes you behind the scenes into the world of perfume—starting with the raw materials that are excavated and grown, and eventually become the scents we adore so much. The main exhibit is the Osmorama room, where visitors can find (and sniff!) virtually every single note and accord a perfumer could ever use (there are over 1,000 here).
Antica Spezieria Erboristeria San Simone’s perfume masterclass: Many of the fragrance creation masterclasses in Florence are expensive. Antica Spezieria Erboristeria San Simone offers a more affordable masterclass where you learn what aromas meld well together as you sniff your way through an abbreviated perfumer’s organ.
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New York City
While fragrance destinations outside of the US focus on maintaining the heritage and history of perfume-making, New York aims to usher the industry into the future. The city acts as a creative hub for niche brands, many of which have grown to gain international acclaim. (I’m looking at you, Bond No. 9, Le Labo, and D.S. & Durga.) And in recent years, a perfume district has emerged within the Nolita neighborhood.
It’s impossible to walk along Prince Street without stumbling upon a perfume shop. You’ll find household names as well as upcoming brands—Estée Lauder, for example, just opened four shops side by side: Kilian Paris, Jo Malone, Tom Ford, and Frederic Malle. This street (which I like to call Fragrance Row) is a wonderful place to start your sniff-ari through the city. From there, continue down the block to find Penhaligon’s, Granado, and Diptyque, just to name a few. If you’re interested in smelling more obscure perfumes, pop into Stele or Scent Bar. Both stores curate a selection of hard-to-find indie brands. When you stop by either outpost, you’re sure to smell something unlike anything you’ve ever smelled before.
The sheer number of shops can be overwhelming to explore on your own. Luckily, you can book a variety of perfume tours, like the Nolita Perfume Tour or a New York Nose tour. Regardless of the tour you choose, a fragrance expert will guide you through the top niche perfume boutiques in the area. The tours feel like a treasure hunt as you accumulate samples and exclusive discounts. If you want something totally customized to your liking, you can always participate in a fragrance workshop at Olfactory NYC and leave with a one-of-a-kind perfume or candle.
Where to stay:
Baccarat Hotel: If your favorite scent is Baccarat Rouge 540, staying in the Baccarat Hotel will feel like a fantasy brought to life. Scented amenities come in every room, and the hotel periodically hosts trunk shows where you can get your bottle engraved.
The Peninsula New York: Steps away from Central Park, the Peninsula has earned icon status for its signature New York glamour. This five-star hotel goes above and beyond to treat its guests like royalty, and partnered with local perfumer Mackenzie Riley to create a special scent that epitomizes the location. The warm floral aroma wafts through the lobby, signifying to guests that they’ve arrived at their home away from home.
Can’t-miss shops:
Bond No. 9.: If there were an award for the “most New York” perfumery, Bond No. 9 would undoubtedly win. Designed as an homage to the metropolis, Bond No. 9’s scents are an olfactory representation of each New York neighborhood. Sniff your way through all of them at the flagship store, aptly located at 9 Bond Street.
Stele: The premier destination for niche perfumes, Stele is a must-visit shop for anyone who wants to smell different, because it carries some of the most novel indie brands. I pop by regularly and always discover something new.
Elorea: Need a quick pick-me-up after your sniffing spree? This Korean fragrance label’s concept store is part perfume shop, part café. In the front of the store, you’ll find the brand’s popular Elements line, with wearable interpretations of what earth, water, wind, and fire smell like. Wander towards the back to discover their coffee bar, complete with drinks inspired by the perfumes.
Activities to book:
The customizable Nolita Perfume Tour: Over the course of two hours, an award-winning perfumer will guide you through the top niche perfume boutiques in the area while also helping you find your next signature scent. Before you start, tour guide Asia Grant sends you a brief to fill out so she can understand your scent preferences and create a tailored route just for you. You’ll also receive exclusive samples and discounts along the way.
The New York Nose Perfume and Tea Tour: Appealing to the senses of taste and smell, this guided tour leads participants through Lower Manhattan, with stops at local perfume shops and tea houses. Along the way, you’ll explore the interconnection of scent and culture, and learn about the aromas that are deeply intertwined with the heart of New York City.
A bespoke perfume-making workshop at Olfactory NYC: The entire ethos of Olfactory NYC is to make fine fragrance more accessible, and it's bringing that to life through perfume workshops. One of the shop’s scent advisors guides you on your journey and teaches you what notes pair well together. By the end of your session, you’ll have a one-of-a-kind perfume to take home.
Paris
Ah, Paris. The French capital is often the first place that comes to mind when people think of perfume, and haute perfumery is indeed ingrained in Parisian culture. The perfume industry has flourished in the city since the 17th century, and over the years has become home to many couture fragrance houses, including Guerlain, Chanel, Dior, Maison Francis Kurkdjian, Diptyque, Parfums de Marly, and many more.
Perfume shops can be found in every arrondissement, and while I tend to bypass singular brand stores in favor of more curated niche boutiques (like Jovoy, Nose, and Printemps’s La Scent Room), you won’t want to miss out on any of the iconic flagships in Paris.
Shoppers at Diptyque’s Paris Maison are treated like royalty with exclusive fragrance consultation services, candle customization, and various workshops held throughout the year. BDK Parfum’s boutique has a hidden private salon for fragrance obsessives who are yearning for an in-depth discovery experience. During a personalized session, visitors can explore 58 raw materials regularly used in BDK’s scents to get a better understanding of the aromas that speak to their soul. Then there’s Guerlain’s 68 Champs-Élysées outpost, which used to be home to the Guerlain family’s living quarters, office, and boutique. Today, you can still find the luxurious Institute Spa on the second floor. Rotating art exhibits are displayed throughout the year, and I recommend booking a guided tour to experience everything the store has to offer. It’s truly difficult to leave without purchasing one (or a few) of their internationally acclaimed elixirs.
Realistically, you could spend an entire trip to Paris just shopping. However, when you need to give your nose a metaphorical break, visit the Fragonard Museé de Parfum to marvel at vintage bottles and artifacts from around the world. It’s also worth taking a day trip to Versailles to see the Osmothèque Perfume Archive, the world’s largest perfume collection that houses around 5,000 scents.
Where to stay:
Villa Marquis Melia: All of your wildest Parisian dreams are likely to come true at this historic, glamorous hotel. Nestled between the Seine and the Champs-Élysées, it offers stunning views of the Eiffel Tower, excellent restaurants, plush amenities, and yes, fragrance experiences. The property can book you an exclusive perfume-making class at the prestigious Henry Jacques boutique, located just steps away.
Hotel Costes: Opulent, dark, and oh-so sensual, Hotel Costes is the place to see and be seen. It’s one of the trendiest properties in Paris at the moment. To boost the ambiance, Costes developed its own fragrance line, complete with candles, room sprays, and eau de parfums that are available for purchase. The hotel is also conveniently located near Jovoy, one of the best niche perfume shops in the city.
Can’t-miss shops:
Jovoy: People come to Paris to find the chicest under-the-radar fashions—and the same can be said for perfume. If you don’t want to smell like anyone else, you’ll find an unparalleled selection of niche scents at Jovoy. The fragrances sold here aren’t the types of perfumes you’ll see in a department store, which makes sniffing through all of them a treasure hunt.
Printemps Scent Room: Printemps, one of Paris’s famed department stores, has an entire floor dedicated to fragrance, but nestled in a discreet corner is the Scent Room, a special area for up-and-coming perfumes. I spent hours here on a recent trip to Paris and discovered my new signature: Hellenist Paris Les Bras De Morphée, a scent so magical, I’ve gone through an entire bottle in less than nine months.
Nose: If you’d prefer to have an expert help you find your next olfactory obsession, visit Nose. The intimate store offers perfume diagnostic services that result in tailored recommendations. The store stocks a good mix of popular and niche brands, making it a well-rounded destination for those on a mission to add a bottle or two to their fragrance collections.
Activities to book:
A perfume walking tour with GetYourGuide: It’s one thing to visit iconic perfume stores, but it’s another to get a full history lesson in the process. During this tour, a knowledgeable perfume expert guides you to famous Parisian shops while also teaching you about French perfume customs and distinguishing factors amongst perfume families.
A signature scent creation workshop at Candora: You’ll be one step closer to becoming a master perfumer when you take Candora’s perfume workshop. The boutique has been hosting creation classes for nearly a decade, and its unique approach empowers visitors to design something truly personal.
A day trip to the Osmothèque Perfume Archive: A 45-minute train ride from Paris is the palace of Versaille—and the Osmothèque Perfume Archive. Founded in 1990, this collection catalogues around 5,000 scents, including nearly 800 that have been discontinued. You can sit in on scent history lectures or book a guided tour to sniff potions in the anthology.
Dubai
While walking around Dubai, you’ll notice that everyone smells incredible. It seems like the locals are born to smell good—which isn’t necessarily untrue, because the fragrance culture here spans a millennium. The Arabian city’s olfactory impact can be traced back to the ancient Silk Road, when caravans filled with spices and precious resins—including myrrh, incense, and oud— traversed the area and connected the rest of the world to these scented treasures. Scent was deeply intertwined with religious rituals, medicinal practices, and everyday life back then, and it still is today.
Dubai native and Kayali fragrance founder Mona Kattan tells Condé Nast Traveler that the city’s fragrance scene is rich and evolving: “The fragrance culture is immersive and goes far beyond just shopping.” Stopping by Arabian boutiques, like Villa 515, Scent Library, and Plethora Perfume Lounge, should be at the top of every perfume-lover’s to-do list while visiting, and you’ll also want to pick up bakhoor chips. These oud wood chips produce a fragrant smoke when heated over charcoal that is customarily used to scent clothes and your home. (For many people, this is the key to an ultra-long-lasting aroma.)
One of the things that makes Dubai so special is its ability to meld the past with the future, especially when it comes to fragrance. Begin your trip by stepping back in time at the Al Shindagha Museum, which features a mix of cultural exhibitions, including one on local perfume. This museum gives visitors a peek into the region’s fragrance heritage, and Kattan says it serves as a reminder of “how deeply scent is woven into the culture and history.”
Afterwards, time travel to the present at the Museum of the Future to partake in the Algorithmic Perfumery Experience. This uses AI to create a custom fragrance based on your personality and preferences.
Where to stay:
One&Only One Za’abeel: Located right in the middle of bustling Dubai, this resort makes the futuristic city feel like a home away from home. One&Only One made it a point to immerse itself in the fragrance culture by partnering with Dubai-based fragrance brand Montroi to create a custom scent—not just for this location, but all of the One&Only One properties. At Za’abeel, the Al Sama scent calls to mind floral roof gardens with hints of rose, saffron, and caramel. Rooms are also outfitted with incense sticks and scented toiletries that are available for purchase.
Jumeirah Burj Al’Arab: Seaside views and pure tranquility can be found at this property, which comes highly recommended by Kattan. The hotel incorporates fragrance into its entire ethos, with various scents used throughout the hotel and niche perfumes offered as an amenity.
Can’t-miss shops:
Yusuf Bhai: Yusuf Bhai is considered perfume royalty in Dubai, and he has built up a reputation as one of the city’s most iconic perfumers. His flagship location can be found at the Jumeirah Burj Al’Arab and also features the YB Cafe, a concept store that melds the art of fragrance with craft coffees, teas, and sweet treats.
Villa 515: When you visit Villa 515, you’ll gain a vast knowledge of Dubai perfumery. The store doubles as an interactive workshop with an open laboratory, which features dozens of shelves filled with raw materials, as well as individual notes that turn the shopping experience into one of self-discovery. The brand, of course, offers complete perfume masterpieces that you can purchase, as well as candles, fragrance oils, home sprays, and bukhoor chips. You can also book a bespoke fragrance workshop to take home your own Arabian delicacy.
Area Beige: This concept store is akin to a modern museum that merges café culture, art, and niche perfumery. You can spend hours in the store sniffing your way through obscure scents from brands that aren’t commonly found in other markets. In fact, Area Beige is the exclusive UAE retailer for many of the perfume brands they carry, so you won’t be able to find them anywhere else.
Activities to book:
A guided tour through the Dubai Deira Souk with GetYourGuide: You’ll find plenty of scented treasures and little trinkets wandering around the open-air markets, also known as “souks,” and there’s a special section in the Deira souk dedicated to perfumes. Rather than getting lost in the market, book this tour guided by a perfume expert. The guide will lead you to the hidden gems and educate you on the expansive perfume history of the region—including ancient perfume rituals—in the process.
The Algorithmic Perfumery Experience at the Museum of the Future: AI has infiltrated the fragrance industry—and it’s not necessarily a bad thing. At the Museum of the Future, you can see firsthand how AI can elevate perfumery with the Algorithmic Perfumery Experience. The machine analyzes your personality and preferences to create a custom fragrance for you to take home.
Visit the Al Shindagha Museum’s Perfume House: The Perfume House at the Al Shindagha Museum showcases Arabian and Emirati perfume beginnings with exhibits that take you through traditional perfume-making techniques, aromatic traditions, and rare raw materials that have been used for centuries.
Marrakech, Morocco
Orange blossoms. Roses. Amber. Myrrh. Cedarwood. Leather. What do all of these fragrance notes have in common? Many of these raw materials are sourced from Morocco—and they have been for centuries. Marrakech’s perfume history begins in ancient times. The city’s strategic location along trade routes resulted in an influx of exotic spices and aromatic materials that became interwoven into the daily life of locals, who then incorporated scent into religious, medicinal, and everyday rituals.
But Marrakech’s impact on modern perfumery spans far beyond the continent it’s in. Dozens of brands have been inspired by the African hot spot, and have subsequently created their own homage to the Red City. (I’m looking at Aesop’s Marrakech Intense and Kayali’s Marrakech in a Bottle, just to name a few.)
Scent still plays a major role in the city’s economy. Marrakech has a booming local perfume culture that includes small independent sellers scattered throughout the Souk El Attarine, along with brands like Héritage Berbère Marrakech, which calls upon the ancient Berber fragrance techniques and was founded by a Casablanca-born woman, and Nouha Perfum, an experimental fragrance house that hosts custom perfume workshops. YSL Beauty even sources many of its perfume ingredients from the area. While not open to the public, the brand’s Ourika Community Garden has become a local haven for advancing fragrance development, and is committed to employing local women to help them gain financial freedom.
Scavenging for scented treasures is part of the fun when you visit Marrakech, but you’ll also want to incorporate some rest and relaxation. The spa at The Oberoi Marrakech offers a number of treatments ranging from a traditional hammam ritual bath that utilizes scented steams to a special sensorial experience using skincare brand Maison d’Asa’s products, which blends ancient relaxation rituals with perfumery. Regardless of the treatment you choose, you’ll leave feeling completely rejuvenated.
Where to stay:
La Mamounia: A consistent staple for Traveler readers (it’s been voted a top hotel in the Readers' Choice Awards for nine consecutive years!), La Mamounia is synonymous with Marrakech and the city’s fragrance culture. Visitors feel at peace when they stay here, partially because of the signature scent of Moroccan dates that wafts through the property.
The Oberoi Marrakech: Upon approaching The Oberoi, you’ll pick up on the scent of Moroccan orange blossoms and a touch of olives. That’s because the hotel is nestled amongst a Mediterranean orchard. Yes, the sensorial experience begins the moment you pass through the gates. Don’t miss out on the spa—you could spend a week trying out all the treatments. Die-hard fragrance lovers should book the Alqvimia Methodology treatment, designed to realign your energy levels using essential oils, or the Maison D’Asa for a full sensorial experience tailor-made to your needs and concerns.
Can’t-miss shops:
Héritage Berbère Marrakech: After mastering the art of French perfumery with Givaudan, one of the most esteemed fragrance firms in the world, Marie-Jeanne Combredet came back to her home country of Morocco to create Héritage Berbère Marrakech. She beautifully blends French and Moroccan perfume techniques to create perfumes, candles, and diffusers. Stop by the store in the Sidi Ghanem neighborhood to sniff the essence of Moroccan landscapes and traditions in each bottle.
Nouha Perfum: Apothecary bottles line every inch of wall space in Nouha Perfum, essentially begging you to take a whiff. The founder, Nouha, and her father encourage visitors to let their noses lead them, then guide customers to help them create their own personalized memory of Marrakech.
Activities to book:
Wander through the Musée du Parfum Marrakech: A full educational experience, Marrakech’s perfume museum walks you through the entire perfume-making process from the harvesting of raw materials to the distillation process, maceration, and final product. Marvel at the frankincense tree to smell different iterations of the resin, and sniff your way through history. Guests also have the opportunity to craft their own perfume, moisturizing oil, or massage oil.
A signature perfume creation workshop with Viator: During this intimate perfume workshop, a scent expert takes you through the history of Marrakech's perfume industry as you discover what local aromas resonate with you. Once you find the perfect note combination, you’ll mix the oils and take home your own 1.7-ounce bottle.
Kannauj, India
European fragrance destinations have long topped perfume-lovers' bucket lists, but you’re doing yourself a disservice if you don’t consider a further-flung city like Kannauj. This Indian village’s perfume history dates back centuries, and it has earned itself the title of India’s perfume capital for its rose and jasmine fields, ancient distilling processes, and production of coveted Indian attar oils, which are made from entirely natural ingredients and produce a long-lasting aroma that lies close to the skin. (These time-honored oils are often considered the world’s original skin scents.)
Getting to Kannauj feels like the ultimate perfume pilgrimage, because it truly is a journey to get there. The closest city is Lucknow, which is about an hour-and-a-half drive away. Unless you work in the perfume industry, it's rare for people to spend much time here. However, eighth-generation perfumer and chef Pranav Kapoor has been on a mission to make this historical city more accessible for perfume enthusiasts around the world.
Kapoor founded Perfume Tourism, a full-service perfume travel agency based in Kannauj, built on the intention of education and olfactory experience. Offerings include specialized tours through ancient perfume distilleries, where you can witness flower petals becoming fragrant oils through the time-honored steam-distilling process; an aromatic farm experience that includes early morning flower harvesting at the world-renowned rose fields; a seven-course food and fragrance pairing prepared by Kapoor; and fragrance creation workshops.
As for where to stay, Kapoor has you covered: He renovated a suite inside a 120-year-old home to be Perfume Tourism’s home base. The accommodations, also known as 24 MG Road, help complete the immersive experience with exclusive access to a perfume bar (where you can blend scents) and fragrance gallery, a special room that houses dozens of raw materials that have become the backbone of Indian perfumery. Kapoor is in the process of expanding the offerings for 2026, and the city as a whole is preparing for more tourists thanks to the construction of its International Perfume Park & Museum.
Where to stay:
24 MG Road: This perfume-centric guesthouse can be found inside the home of an eighth-generation perfumer, with a newly renovated courtyard suite adorned with antique furniture, photographs, and art that speak to the perfume history of the village. When you book here, you have the option to follow the specially curated Perfume Tourism itinerary, with experiences that allow you to partake in the area’s ancient perfume customs.
Can’t-miss shops:
Fragranzia: Most shops in Kannauj focus more on the scents themselves rather than the aesthetics of the store. If you’re used to highly curated, aesthetically pleasing shopping experiences, you won’t typically find that in Kannauj. Fragranzia is a prime example. Their store is a bare-bones operation, but the scents you’ll sniff will be some of the most angelic you’ll ever experience.
Kannauj Attar: One of the oldest attar manufacturers in the world, Kannauj Attar specializes in creating mesmerizing oils that feature one silky note. Favorites include Rose Damascena, Mitti Attar (the scent of rain), and Blue Lotus.
Puja Perfumery: For a more curated selection of attars—including gift boxes with bestsellers and incense sticks—stop by Puja. They create more than 2,000 unique attars that can be worn alone or in layers.
Activities to book:
An immersive aromatic farm experience: Early risers can pay a visit to the famous flower fields and partake in the harvest. You’ll learn the best technique for plucking the blooms, learn to pinpoint the scent differences between floral species, and enjoy breakfast overlooking the fields.
Indulge your tastebuds with a fragrance & flavor dining experience: Indulge multiple senses during this seven-course meal prepared by Kapoor. The menu changes seasonally and blends local cuisine with global influences. Each course includes a fragrance for you to sniff to enhance the overall meal.