Tunisia’s tourism sector is experiencing a strong resurgence in the first half of 2025, as official data point to a sharp rise in arrivals and revenues. However, despite the upward trend, industry insiders warn that the country’s global competitiveness remains fragile amid growing pressure from regional rivals.
According to sources within the Ministry of Tourism, Tunisia recorded an 18% increase in visitor numbers during the first six months of 2025, compared to the same period last year.
Preliminary data also indicate a nearly 25% rise in foreign exchange earnings, driven by renewed confidence from traditional European markets, improved air links, and a more targeted promotional strategy.
The rebound has had a particularly positive impact on key tourist regions such as the northern coastline, the Sahel, and the southern Sahara, helping to boost local employment and revive private tourism operators. “Growth is here, but competition is as fierce as ever,” said a spokesperson from the Tunisian Hotel Federation (FTH), acknowledging both the progress made and the challenges that remain.
Despite these gains, Tunisia’s tourism landscape is still facing significant hurdles. Countries like Turkey, Egypt, and Morocco continue to draw visitors through aggressive investments in luxury resorts, infrastructure upgrades, and favorable tax policies for investors. In contrast, Tunisia is grappling with outdated facilities, security concerns, and a lag in digital transformation.
Industry experts have long called for a rethinking of Tunisia’s tourism model. Many are urging the country to move beyond its traditional beach resort offerings to embrace ecotourism, highlight inland destinations, and better integrate with global online booking platforms.
In response, the Tunisian government is preparing to unveil a new strategic plan for the sector. The 2025–2030 roadmap, expected by September, will reportedly focus on structural reforms, fiscal incentives, digital innovation, and improved governance—an ambitious move to reposition Tunisia as a leading Mediterranean destination in an increasingly competitive market.
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