Tunisia has set a new tourism record in 2025, receiving more than 11 million visitors in a single year for the first time, signalling a strong rebound for one of the country’s most important economic sectors.
Tourism Minister Sofiane Tekaia announced the milestone on December 22, describing it as clear evidence of a sustained recovery despite global economic pressures and regional instability that continue to affect travel patterns.
Drivers of Growth
According to the minister, the surge in arrivals reflects a deliberate shift toward a tourism model that combines high visitor numbers with improved quality of experience. Central to this strategy is an ongoing digital overhaul of the sector aimed at enhancing competitiveness and visibility.
Key elements of the approach include:
•Digital and AI-based promotion: Authorities have rolled out a new marketing campaign using artificial intelligence to personalise travel itineraries and simplify trip planning for visitors.
•Expanded online outreach: Tunisia’s digital promotion has generated millions of online views, helping attract major international tourism brands and operators to establish a presence in the country.
•Boosting domestic tourism: The ministry also unveiled a new promotional film, “Nemdah El Aktab,” designed to encourage Tunisians to explore local destinations and sustain year-round activity.
Growing International Recognition
Tunisia’s improved performance is also reflected in its rising profile on the global tourism map. The country has recently emerged as the top-ranked destination for Chinese tourists, highlighting expanding ties with Asian travel markets.
In addition, Tunisia is preparing to assume the title of Arab Tourism Capital in 2027, a designation officials see as a stepping stone toward positioning the country as a leading global destination.
Focus on Sustainability and Standards
Minister Tekaia said the tourism industry has reached a critical phase, stressing that future success will depend on maintaining momentum through reforms and innovation. Government priorities include:
•Strengthening governance through digital tools that improve transparency and efficiency
•Raising hospitality and service standards to meet elite international benchmarks
•Leveraging technology to reduce barriers for long-haul travelers and improve accessibility
Tourism remains a key source of foreign exchange and employment for Tunisia. Officials say the record-breaking figures provide both an opportunity and a challenge: to convert short-term gains into long-term, sustainable growth in an increasingly competitive global travel market.
Source: Africa Publicity
