A decade of challenges is receding in Tunisia’s rearview mirror as the North African nation experiences a powerful tourism rebound, driven by a massive return of European visitors. With ambitions to smash records in 2025, the country is witnessing a sustained influx of foreign arrivals, signaling a dramatic turnaround for its vital tourism sector.
Official figures reveal a robust recovery, with foreign arrivals growing at a steady 10 percent year-on-year. By mid-July 2025, the number of visitors had already reached 5.3 million, putting the country on a positive trajectory to meet its ambitious annual targets.
Leading this charge are British tourists, who have now become Tunisia’s number one source of foreign visitors. According to Dora Milad, head of the Tunisian hotel federation, the number of British tourists surged by 48 percent as of June 2025, cementing the country’s status as a top destination. This appreciation, she notes, is for the ease of travel and the country’s welcoming atmosphere.
The trend is vividly clear at resorts along the coast. Maher Ferchichi, General Manager of the Pearl Marriott in Sousse, reports that over 90 percent of his clientele is British, leading to fully booked properties. The classic draws of warm climate, Mediterranean beaches, and a rich historical backdrop continue to be significant factors.
The British Embassy in Tunisia shares this optimism, forecasting that the number of British tourists will return to pre-drop levels of around 400,000 by the end of the year. This confidence is attributed to enhanced safety protocols that have successfully alleviated past concerns about the destination’s security.
The atmosphere on the ground reflects these statistics. Eileen Cuciurean, a British tourist, expressed her delight at the vibrant change. “The hotel was a bit dead before,” she noted, “but now it’s full of life and color. You see many more British people here than in the past.”
However, this resurgence has not yet translated into uniform prosperity across the local economy. While hotels and resorts are thriving, small businesses outside the fortified tourist zones report seeing little benefit. Mourad Hadhari, a craft vendor in the heart of Tunis’s medina, observes a stark disparity. He says the modern trend of tourists remaining within their all-inclusive resort compounds continues to limit revenue for local merchants and artisans.
Industry experts point to several hurdles that must still be overcome to ensure the recovery is deep and sustainable. The lack of affordable flight tickets and direct air routes, particularly during the off-season, remains a critical obstacle. There is a concerted push from the tourism sector for greater investment to enhance competitiveness, diversify tourism offerings, and attract visitors beyond the peak summer months.
Despite these challenges, the national mood is overwhelmingly positive. With secured borders and a renewed promotional focus on its natural beauty, ancient sites, and Mediterranean hospitality, Tunisia is aiming high. The national target is to welcome 11 million visitors by the end of 2025.
For tourists like 74-year-old Diane Paul from Wales, the value of Tunisia is clear. It’s a country that offers not just rest and excitement, but a genuine welcome. After years of difficulty, Tunisia is once again opening its arms to the world, demonstrating a remarkable resilience and an optimistic path forward.
TunisianMonitorOnline (Source : Travel and Tour World)
