Tunisia’s tourism sector is showing strong signs of recovery in the first half of 2025, with a marked rise in visitor numbers, overnight stays, and foreign currency earnings. Yet, despite the sector’s encouraging momentum, concerns remain over its long-term competitiveness amid intensifying regional rivalry.
According to recent data from the Ministry of Tourism, international arrivals increased by 18% compared to the same period in 2024. Preliminary figures also indicate a nearly 25% surge in tourism revenue, bolstered by improved air connectivity, the rebound of European source markets, and a more refined promotional strategy targeting key demographics.
The positive trend is particularly evident in high-traffic zones such as the northern coastline, the Sahel region, and the southern desert areas, where tourism is playing a vital role in sustaining local economies and employment.
However, despite these gains, Tunisia’s position in the global tourism landscape remains precarious. The country faces mounting competition from regional heavyweights like Turkey, Egypt, and Morocco, all of which are investing heavily in high-end tourism infrastructure, streamlined investor incentives, and cutting-edge marketing campaigns.
Industry experts have voiced concerns over persistent structural issues that could hamper Tunisia’s ability to keep pace. These include delays in hotel renovations, challenges in ensuring seamless security measures, and a lag in adopting digital tools for booking and promotion.
“Growth is here, but competition is as fierce as ever,” said a spokesperson from the Tunisian Hotel Federation (FTH). “We need to modernize and diversify our offer beyond the traditional resort model.”
Stakeholders are increasingly calling for a strategic reorientation of Tunisia’s tourism model. Recommendations include the development of ecotourism, better promotion of inland destinations, and deeper integration with global digital booking platforms to attract a wider, more affluent clientele.
In response, the government is preparing to unveil a new national tourism strategy for the 2025–2030 period by September. The plan is expected to focus on sustainability, tax reform, digital transformation, and governance modernization, aiming to reposition Tunisia as a competitive and resilient destination in a rapidly evolving global market.
TunisianMonitorOnline (CBR-FTH)
