Rose-growing in the river valley of Stryama has a more than three hundred years long history. This is owing to the favorable climatic conditions for the growing of the oil-bearing rose.

In the not so distant past, as Day of the Roses in Karlovo was celebrated the Christian holiday Holy Spirit, which is in the rose-picking season.

Nowadays in the Rose Valley every year in the beginning of June a Day of the Rose is marked in a very spectacular and gorgeous way, individual in spirit for each town in the valley.

Traditionally for Karlovo this is the first Saturday of June. From mid-May the whole valley is filled with the scent of roses, every day at dawn rose-blossoms are picked and the fields resound with the songs of the early-risen rose-pickers.

The Bulgarians’ high regard of roses is a symbol of reverence for beauty. Folk art has preserved its most valuable exponents, intransient discoveries of a popular aesthetics created out of the harmony and perfection of nature, of its colors, sounds and moods. The rose blossom is interwoven in embroideries, recreated in legends, music and dances, a measure of intransient beauty. This is why the people in the valley have a holiday in honor of this beautiful flower, which brings charm and poetry to our days.

The festivities begin early in the morning with the Rose-picking Ritual in the rose gardens of Karlovo.