Creative Tunisia: A Project to Boost the Artisanal Sector
"Creativity is not a cultural luxury, it's an economic lever. Artisanal work is not a legacy of the past, it's an industry of the future."
Lassaad Ben Hassine, representative of the United Nations Industrial Development Organization (UNIDO) in Tunisia, made this strong statement at the closing ceremony of the "Creative Tunisia – Strengthening the Value Chains of Artisanal and Design in Tunisia" project. The ceremony was attended by the Minister of Tourism, diplomatic representatives, leaders of international organizations, and artisans, highlighting seven years of work in a strategic sector for the national economy.
The Importance of Artisanal Work in Tunisia
Before presenting the project's results, Minister of Tourism Soufiane Tekaya recalled the significant weight of artisanal work in the country's economic fabric. The sector currently includes around 300,000 artisans, spread across all regions of the Republic. It is a driver of job creation, particularly for women, young people, and graduates of higher education and vocational training.
Export Dynamics
The export dynamics are also encouraging: the value of controlled exports in the sector reached nearly 160 million Tunisian dinars in 2025, with promising prospects for development on international markets. "Artisanal work is more than just a tradition, it's one of the pillars of the national economy and a fundamental support for tourism and Tunisian cultural identity," emphasized the Minister of Tourism.
The Creative Tunisia Project
Launched in 2019 and implemented until 2026 by UNIDO in partnership with the Tunisian National Office of Artisanat, with the support of the European Union and Italian cooperation, Creative Tunisia has established itself as a reference program. Its ambition is to structure and modernize artisanal value chains across the territory, from access to raw materials to marketing on domestic and foreign markets.
Key Achievements
According to Lassaad Ben Hassine, six artisanal clusters with high potential have been established. Each cluster has benefited from technical support, business structuring, and facilitated access to markets. The Minister of Tourism detailed the project's main achievements, including:
- Support for the creation and development of 17 artisanal groups, strengthening collaborative work and the competitiveness of local actors
- Over 2,000 artisans have benefited from training and technical guidance programs, through the implementation of 400 training sessions
- The project has also accompanied 50 artisanal enterprises in developing their material and technical capacities
Emblematic Achievements
Another notable achievement is the creation of 7 regional design centers, designed as meeting spaces for artisans, designers, experts, students, and academics. These hubs aim to develop skills, follow contemporary trends, and strengthen the competitiveness of products on export markets.
Final Evaluation
The final evaluation of the project is unambiguous. "This project is relevant, effective, efficient, and sustainable," declared Ben Hassine, adding that several indicators have exceeded the initial targets, particularly those related to value chains, market access, and the creative dimension.
An Integrated Approach
What distinguishes Creative Tunisia, according to the UNIDO representative, is its integrated approach. "It's not about supporting artisans in isolation, but about strengthening the entire ecosystem around them," he explained. The project has worked on the entire value chain: raw materials, production techniques, design integration, skill development, business structuring, networking of actors, and market access.
Social Inclusion
Social inclusion has also been at the heart of the project. Lassaad Ben Hassine emphasized that in a sector where women represent around 80% of actors, the project has also integrated young people, designers, creative entrepreneurs, students, and regional associations.
Future Perspectives
The Minister called for intensified efforts in the areas of skill development, support, upgrading of enterprises, and their financing, as well as the strengthening of innovation, scientific research, and digitization of the sector. He also called for the establishment of an integrated quality system, enabling artisanal products to meet national and international standards.
Ben Hassine insisted on the need to consolidate the project's achievements. "The achievements must now be consolidated and taken to a larger scale," he declared, before posing the question that summarizes the current challenge: "Are we ready to move from experimentation to large-scale transformation?"
