Tunisian Tourism: Towards New Horizons
The Tunisian tourism industry, representing nearly 10% of the country's GDP when including related activities, remains a vital pillar of the national and global economy. This was the central message delivered by Ahmed El Karam, coordinator of the 9th edition of the Tunisia Economic Forum, during his opening speech on September 18, 2025, at the IACE, under the theme "Tourism in Tunisia: Towards New Horizons."
After being severely impacted by the Covid-19 crisis, the sector has experienced a remarkable rebound, confirming its strategic importance. However, El Karam emphasized that the Tunisian model, long centered on the "sun and sea" beach tourism, must diversify to adapt to global changes.
Among the priorities mentioned are:
- Resolving the hotel sector's debt, with nearly 20% of establishments closed due to banking difficulties
- Adopting a clear strategy on the issue of open skies, which has become essential in the era of low-cost travel
- Ensuring the cleanliness of tourist areas and providing ongoing training for executives and employees, which are essential conditions for improving the country's competitiveness
On the international level, El Karam highlighted three major trends that Tunisia must integrate:
- The growing importance of technologies and booking platforms
- The increasing appeal of immersive experiences that combine local culture and society
- The consideration of ecological impact in travelers' choices
In response to these changes, several promising niches have been identified:
- Senior tourism, with a growing client base in developed countries, attracted by Tunisia's mild climate and favorable tax regime for European retirees
- Health tourism, which benefits from local medical expertise and modern infrastructure, provided that coordination between stakeholders is strengthened and agreements are concluded with European social security systems
- Ecological tourism, luxury tourism, and guest houses are also among the diversification levers
- Homestay accommodation could constitute a new source of revenue for Tunisian families, provided that adequate regulatory framework is established
For El Karam, the future of Tunisian tourism relies on a profound revision of the regulatory framework, a global strategic vision, and better interministerial coordination. "Tourism is not a secondary sector, but a priority sector for the country's development," he concluded.
