Nope this isn’t a (very late) Valentine’s day stunt, roses mean big business for a couple of rural villages in Bulgaria and Morocco.

Once a year the villages celebrate their rose harvests with festivals, where love, pride and hay fever come together for a party that smells like your nan’s knicker drawer.

In El-Kelaâ M’Gouna or ‘the valley of roses’ (mid-May depends on harvest time), locals pick a Miss Rose to lead the parade through the town.

Follow the rose petal trail like the dad in American Beauty. The parade ends with music and everyone dancing around in the Atlas mountains.

Then there's the Kazanlak’s Rose Festival (June) where a ‘Rose Queen’ is crowned after 3 days of hardcore flower parties. Think the Chelsea Flower Show but with more booze. And in Bulgaria.

The rose oil made here costs as much as gold and is used by the space industry to build space rockets. Legit.

Probably the only festivals in the world where you leave smelling better than when you arrived.