<p>The study investigates the sustainable agriculture and export potential of <i>Rosa damascena</i> (Damask Rose) in Iran, highlighting the significant economic importance of this medicinal plant amidst various challenges. These challenges include climate change, inadequate production technology, and weak marketing systems, all of which necessitate a thorough examination. The purpose of the research is to analyze current marketing mechanisms and value-adding processes related to <i>Rosa damascena</i> by employing qualitative content analysis of data gathered from 27 semi-structured interviews and a comprehensive literature review. Key findings reveal three critical factors influencing trade: human and cultural aspects, effective business strategies, and essential infrastructure development. The results emphasize that product diversification and the development of robust export markets are vital for enhancing profitability in this sector. However, barriers such as outdated production methods, financial constraints faced by farmers, limited training opportunities, and market volatility impede progress in establishing a comprehensive marketing system. To promote the sustainable development of the <i>Rosa damascena</i> sector, this study recommends a focus on increasing market share, diversifying product offerings, and implementing strategic planning initiatives. Such an approach not only promises to revitalize the Damask Rose industry in Iran but also serves as a replicable model for other medicinal and aromatic plants in regions facing similar challenges, fostering broader economic resilience and sustainability.</p>