The disposal of coal fly ash (CFA) generated from coal-fired power stations has serious impact on the ecosystem, by converting large pieces of land to barren ash dams with the potential to contaminate groundwater, surface water, air and soil. The aim of this study was to clarify the potential of phytoremediation using Helichrysum splendidum (Thunb.) Less. in areas polluted by CFA through conduction of pot trial experiments for 14 weeks. Plants of the same age were cultivated in CFA to assess their growth, photosynthetic rate and tolerance towards metal toxicity. This study revealed that the CFA was moderately polluted with heavy metals, and a lower photosynthetic rate was recorded for the CFA plants in comparison to the controls (plants grown in soil). Although the CO2 assimilation rate was lower for the CFA plants, increased growth was recorded for all the plants tested. Inductively coupled plasma mass spectrometry (ICP-MS) was used to quantify the amount of trace elements in samples and parameters including translocation factor (TF) and bioconcentration factor (BCF) were used to evaluate the phytoremediation potential of H. splendidum (Thunb.) Less. The results revealed that higher concentrations of Cd, Co, Cr, Cu, Mn and Pb were accumulated in the roots, while As, Ni and Zn were found in the shoots. Elements including As, Cr and Zn reported TF values above 1, indicating the plants' phytoextraction potential. The BCF values for As, Cu and Zn were 1.22, 1.19 and 1.03, indicating effectiveness in the phytostabilization processes. A removal rate efficiency ranging from 18.0 to 56.7% was recorded confirming that, H. splendidum (Thunb.) Less. can be employed for restoration of CFA dams.