Tunisia’s tourism sector has achieved an historic milestone, exceeding 11 million visitors for the first time in 2025. The record-breaking figure, announced by Tourism Minister Sofiane Tekaya on December 22, signals a powerful recovery for a nation navigating global and regional economic challenges.
Minister Sofiane Tekaya described the achievement as a “genuine recovery,” crediting a strategic national shift toward quality and innovation. The strategy aims to position Tunisia as a premier North African destination by balancing increased tourist volumes with a heightened focus on premium visitor experiences.
Digital Drives and Global Recognition
Central to the resurgence is an aggressive digital transformation. The ministry has launched an AI-driven promotional campaign designed to personalize tourist itineraries and streamline booking. This digital push has amplified Tunisia’s global online presence, attracting major international travel brands and capturing the attention of tech-savvy travelers.
The efforts have yielded significant international recognition. Notably, Tunisia secured the position as the top destination for Chinese tourists in 2025, a major coup in the competitive outbound travel market. Further cementing its regional status, Tunisia was also named the “Arab Tourism Capital” for 2027.
Focus on Home and Future
While attracting international visitors, the government is also cultivating domestic tourism. A new promotional film, “Nemdah El Aktab,” launched alongside the record announcement, encourages Tunisians to explore their own country’s cultural and natural heritage.
Looking ahead, the ministry plans to sustain growth by prioritizing governance, transparency, and elite global hospitality standards. Investments in infrastructure and service quality, alongside innovations to reduce travel barriers, form the core of the strategy to transition from a regional success to a global tourism leader.
“This is not just about numbers; it is about building a sustainable, high-quality sector,” Minister Sofiane Tekaya stated, framing the record as a foundational step toward greater international stature. With over 11 million visitors as a new benchmark, Tunisia’s tourism sector is charting a course for long-term transformation.
TunisianMonitorOnline (NejiMed)
