Reinventing Tunisian Tourism through Innovation, Inclusion, and Cultural Richness
The ambitious bet of the TANIT and Euromed Clusters Forward (ECF) projects, supported by the European Union and led by Leaders International, is to reinvent Tunisian tourism by focusing on innovation, inclusion, and cultural richness. Today's Innovate Tunisia conference at the Movempick Gammarth brought together public actors, civil society, experts, artisans, and regional partners to offer a committed platform for a new vision of local development.
Shadi Atshan, General Director of Leaders International, highlighted that this initiative marks the culmination of four years of collaboration around two key sectors: tourism and creative industries.
"This event combines two powerful dynamics that together, reshape the country's economic landscape."
The conference also distinguished itself by the official launch of the national network of civil society organizations working for alternative tourism, a structuring framework that brings together 32 associations active in ecology, craftsmanship, and culture, featuring a strong involvement of women (60% of members) and young people (30%).
For Tom Ashwanden, Head of Cooperation of the European Union in Tunisia, alternative tourism is not limited to nature or heritage:
"It's an access to the soul of territories, a vector of local pride, intercultural dialogue, employment, and social innovation."
He highlighted successful initiatives such as the revisited pottery of Nabeul, the digital festivals of Tataouine, or the immersive circuits co-constructed with artisans in Gafsa.
"What we celebrate here is a holistic vision, where culture, craftsmanship, and design intertwine in a powerful national story."
Wajih Khelifa, Interim Chief of Cabinet at the Ministry of Tourism, affirmed that Tunisia is turning a strategic page:
"The new Tunisian tourism is written in our medinas, our villages, our ancestral gestures. It is carried by the potter's hands, by the thread woven in Dendène, and by the vibrant ideas of a youth that creates without waiting."
This renewal is based on a strategy articulated around four pillars: diversification of the offer, valorization of heritage, local anchoring of the tourist economy, and direct implication of communities. The conference was also an opportunity to announce several upcoming reforms, notably in terms of legal framework, financing of cultural initiatives, and training.
Beyond the speeches, the participants shared a common observation: innovation in Tunisia springs from the ground, engaged artisans, powerful women, and visionary youth. Together, they weave a new fabric where culture, economy, and sustainability are now one.
