For the first time in its history, Tunisia has surpassed the 11 million tourist mark in a single year.
Tourism Minister Sofiane Tekaia announced the milestone on Monday, December 22, 2025, describing the achievement as a “genuine recovery” for the sector despite ongoing global and regional challenges.
The minister attributed this record-breaking performance to a strategy that balances volume with a high-quality visitor experience. Tunisia is currently undergoing a digital transformation to stay ahead of global competition: AI-Driven Promotion: A new campaign leveraging artificial intelligence and digitalization has been launched to optimize tourist itineraries and simplify the visitor experience. Global Digital Presence: Tunisia’s online promotional efforts have garnered millions of views, successfully attracting major international tourism brands to set up operations in the country. Domestic Tourism: The announcement coincided with the release of a new promotional film, “Nemdah El Aktab,” aimed at boosting local travel.
Tunisia’s rise in the global market is reflected in several new accolades and strategic shifts: Top Choice for Chinese Travelers: Tunisia has achieved the #1 ranking as the preferred destination for Chinese tourists. Arab Tourism Capital 2027: The country is actively preparing for its role as the “Arab Tourism Capital” in 2027, a title the minister believes is a natural stepping stone toward Tunisia becoming a “global tourism capital.”
Minister Tekaia emphasized that the sector is at a “pivotal stage.” To maintain leadership, the government is focusing on: Governance: Improving performance through digital transparency. Hospitality Standards: Adopting elite global standards in service quality. Innovation: Using technology to “reduce distances” for international travelers.
AK/ac/fss/abj/APA