Tunisia’s tourism sector is experiencing a significant upturn in activity during the first half of 2025. Despite this positive trend, the sector’s competitiveness remains under pressure due to increasing competition 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 upward trends. This momentum is largely attributed to improved air connectivity, a resurgence in traditional European markets, and a more targeted promotional strategy.
The Ministry of Tourism has reported an 18 percent 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 percent. This positive development is particularly benefiting the northern coast, the Sahel region, and the southern Sahara, providing crucial support to local employment and private operators within the sector.
However, this improvement is accompanied by significant challenges. Tunisia’s market position remains vulnerable amidst the aggressive growth of competitors such as Turkey, Egypt, and Morocco, all of whom are making substantial investments in high-end tourism, infrastructure development, and attractive tax incentives for investors. Moreover, industry professionals frequently point out structural delays in hotel renovation, complexities in security management, and the slow pace of digitalization within Tunisia’s tourism offerings.
“Growth is here, but competition is as fierce as ever,” an official from the Tunisian Hotel Federation (FTH) commented. Experts are advocating for a comprehensive overhaul of Tunisia’s tourism model, urging a shift away from a purely resort-centric approach. They recommend developing ecotourism, promoting 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 aims to sustainably 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.
MK/ac/Sf/fss/abj/APA