Tunisia’s tourism sector is experiencing a strong recovery with a significant upturn in activity reflected by relevant international arrivals and revenue in the first half of 2025. The sector is a vital part of Tunisian economy, contributing significantly to GDP and employment.and while the industry faced challenges in the past, it has shown resilience and is on the path to surpassing pre - pandemic levels of activity.
Despite this positive trend, the sector’s competitiveness remains under pressure due to increasing competitions from rival markets.
According to various reports from the Ministry of Tourism, and analyses by local media like Kapitalis and La Presse de Tunisie, key indicators for visitor numbers, overnight stays, and revenue are all showing upwards trends.
This momentum is largely attributed to several factors including a diverse of attractions, government support, infrastructure development, improved air connectivity, a resurgence in traditional European markets and a more targeted promotional strategy.
The North African country boasts a rich cultural and historical heritage includes outstanding arcaeological sites beautiful Mediterranean beaches, an excellent network of hotels and resorts vibrant cities,, and the Sahara Desert, offering a variety of authentic and unique experiences. Government initiatives, such as promotional coastal, cultural and health tourism, alongside investments in infrastructure and strategic partnerships, have bolstered the industry.
Furthermore, a diversification of the destinations beyond the traditional and social media and influencer marketing have played a key role in reaching a wider audience.
The Ministry of Tourism has reported a 18% increase in visitor numbers compared to the first half of 2024. Preliminary, though, not yet consolidated, figures suggest that foreign currency earnings have risen by nearly 25%.
This positive development is particularly benefiting the northern coast, the Sahel region, and the southern Sahara, providing crucial support to local employment and the private operators within the sector.
However this improvement is accompanied by significant challenges. Tunisia’s market position remains vulnerable amidsts the aggressive growth of competitors in the Mediterranean basin such as Turkey, a leading destination in the international scene, Morocco, new leader in the tourism and travel industry in the African continent and Egypt, that for its rich cultural and historical heritage having an eternal appeal for a multitude of travellers, all of whom are making substantial investments in high - end tourism, infrastructure development and attractive tax incentives for investors.
An official from the Tunisian Hotel Federation (FTH) commented that growth is here, but competition is as fierce as ever.
Industry professionals of Tunisia frequently point out structural delays in hotel renovation, complexities in security management, and the slow pace of digitalization within Tunisia’s tourism offerings, gaps that should be addressed to compete optimally in the region.
Experts are advocating for a comprehensive overhaul of Tunisia’s tourism model, urging a shift away from a purely resort - centric approach. They recommend as solution developing ecotourism, promoting furthermore the country’s hinterland, and fully integrating modern digital booking platforms.
In response, the Tunisian government is expected to unveil a strategic plan for 2025 – 2030 by September.
This plan will focus on various areas, including economic growth, social development and regional integration, aiming to sustainability reposition Tunisia as a premier tourist destination and is anticipated to include new tax measures, support for modernization initiatives, and a significant overhaul of sector governance, all moves promising a notable for the Tunisian travel and tourism sector.
Link
https://apanews.net/tunisian-tourism-sector-sees-significant-recovery-in-first-half-of-2025/
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