Tunis, sprawling North African city and capital of Tunisia, located along a lake with the same and just inland’s from a huge Mediterranean Gulf, the third - largest centre in the Maghreb region after Casablanca and Algiers, highlighted by its Medina, designated as a World Heritage Site by UNESCO, great museums and relevant archaeological sites was named as Arab Tourism capital for 2027.
With this recognition the city will focus on promoting its rich cultural and historical heritage, unique architecture, diverse attractions like the iconic the iconic Carthage, Sidi Bou Said, and desert oases to appeal to Arab and international travellers. modern, sustainable, digitalized tourism experiences, and will host major regional events.
The designation of Tunis as Arab Tourism Capital for 2027 is linked to the successful performance of the country that has crossed a historic threshold in its tourism recovery, welcoming more 11 million international visitors for the first time in 2025, a milestone that signals a strategic turning point for the North African destination, as well as a renewed confidence from global markets.
The key pillars of this success include a mix of diversified source markets, European arrivals rebounded strongly, led by France, Germany, Italy, and the United Kingdom, strategic initiatives, with a sector shifting toward diversification, promoting culture and sustainability, enhanced air connectivity, targeted marketing campaigns helping to boost tourist numbers, and renewed demand for Mediterranean sun - and - sea destinations, all factors that generated a record US$ 2.7 billion in revenue according to data from the Central Bank.
Europe generated 2.6 million arrivals with over 1 million of France alone. Maghreb neighbours, particularly Algeria and Libya, again accounted for a substantial share of total arrivals, and they respectively generated some 3.5 million, and 2.25 million arrivals due to proximity neighbouring tourism and cross – border flows.
Another North African country, Egypt and Arab markets, including Saudi Arabia and the United Arab Emirates posted steady gains, while long - haul markets such as the United States and Canada recorded incremental growth to cultural tourism and diaspora travel.
On investment, officials cited a stable security and institutional environment and growing interest from international hotel brands, supporting the expansion of upscale offerings aligned with global standards.
This brilliant performance should generate further momentum especially following the Ministry of Tourism’s official launch of preparation for “Tunis, Arab Tourism Capital 2027”.
The program was unveiled at a ceremony on December 22. 2025, at Tunis Municipal Theatre, an event designed to elevate Tunis profile as a gateway for the Arab world while reinforcing Tunisia’s broader tourism strategy.
Key features of the Tunis, Arab Tourism Capital for 2027 program include:
• Cultural and Heritage Focus: Highlighting the UNESCO World Heritage – listed Medina of Tunis, along with museums, theatres, and ancient Roman/Carthaginian ruins.
• Digital Transformation: Using AI and modern technology to enhance the tourism experience and promotion of the city.
• Diversified Tourism Offerings: Emphasizing cultural and historical heritage of Tunis combined with medical, and Saharan/oasis tourism alongside coastal leisure.
• Infrastructure Improvements: Upgrading tourism services in the Tunisian capital and increasing air connectivity.
• Sustainability and Innovation: Implementing eco – friendly initiatives and strengthening the role of Tunis and Tunisia as a bridge between the Arab World, Africa, and Europe.
These factors aim to position Tunis as a vibrant urban destination, a relevant cultural hub in the Mediterranean basin, blending its historic roots with modern, high - end services.
Tunis, is a pivotal, historic city in the Arab world, with a 98% Arab - Berber population , it blends a rich, ancient Islamic heritage with modern secular influences. Renowned as a major cultural, political, and economic hub, the city is historically served as a relevant centre of power under the Almohad and Hafsid dynasties and from the 12th to the 16th century, Tunis was one of the most significant cities in the Arab world.
A crossroads of Mediterranean and Arab Civilizations, with influences from Phoenicians, Carthaginians, Romans, Ottomans and French, Tunis showcases an incomparable charm, particularly in its Medina, featuring a unique blend of ancient souks, whitewashed houses, suggestive alleys, a historical centre of learning with the ancient Al - Zaytouna Mosque, the city reflects a rich heritage in Arab literature, arts, and Islamic law, and is often regarded as a bridge between the Arab world and Europe.
As for Tunis 2027, Tunisia’s Tourism Minister Sofiane Tekaya stressed it is a unifying national project, not a symbolic title. The project is built on a participatory approach to position the city as a complete Arab destination blending history, urban modernity, and cultural energy. Ongoing investments in infrastructure, site restoration, and a vibrant arts scene are reinforcing Tunis’s role on the regional and international stage.
The Minister added that the success of 2027 will also depend on strong media mobilization, with public and private efforts aligned, and with this action Tunis and Tunisia will turn this milestone into a success story reaching for beyond the Arab world.
The official also emphasized sustainability, tourism animation, and the protection of cultural and intangible heritage, pointing to artificial intelligence (AI) as a planning and customer - experience tool that can boost efficiency while safeguarding jobs.
At the launch of the event introducing Tunis named as Arab Tourism Capital for 2027 the Minister also highlighted the extraordinary performance of the country surpassing 11 million visitors in 2025, a success that validated policy choices in recent years, including service - quality upgrades, faster digitalization, product diversification, and target support for high value - added investment, adding that performance today is not measured by volume alone but by quality, competitiveness, and international positioning.
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