Tunisia’s Triumphant Return
Tunisia has emerged as a frontrunner on the international tourist scene, welcoming over 10 million tourists in 2024, marking a 9.5% increase from 2023, and even surpassing pre-pandemic levels. As noted by industry expert Omar, ‘This is a strong signal to the international market that Tunisia remains an attractive destination, despite past hurdles.’
Investment Surge in Hospitality
Foreign investments in Tunisia’s hospitality sector are booming. Major international chains like Marriott and Hilton are expanding operations, contributing to a 5% rise in tourism revenues in early 2025 to reach 1.2 billion dinars. Omar highlights that these brands bring high standards and global distribution networks, altering the competitive landscape.
Diversification: Tunisia’s Strategic Play
Tunisia’s strategy diverges from Morocco’s mass market beach and cultural offerings by focusing on alternative tourism. The country is actively promoting eco-friendly options like rural lodges and guesthouses, aiming to increase the local tourism share from 30% to 50% within a decade. Omar emphasizes the country’s ability to offer more than just all-inclusive beach vacations.
Competitive Edge Over Morocco
Proximity to Europe and competitive pricing are pivotal factors in Tunisia’s favor, attracting European tourists seeking affordable destinations. Political stability further reassures investors and tourists alike. Omar notes Tunisia’s perception as a more authentic and less crowded alternative to Moroccan destinations.
Record Investments to Back Aspirations
With over 900 million dinars invested in 2024 and expectations for a billion dinars in 2025, Tunisia is reaping the benefits of renewed investor confidence. Beyond accommodation, these investments are enhancing transport infrastructure and developing new sectors like medical and business tourism, coupled with renewable energy projects for sustainability.
Challenging Morocco: The Road Ahead
Despite these positive trends, Tunisia faces a significant challenge in surpassing Morocco, which attracted 17.4 million visitors and generated revenue nearly doubling Tunisia’s in 2024. Morocco’s strategic international marketing and strong national airline present formidable competition, further bolstered by hosting major global events like the upcoming 2030 World Cup.
The Pivotal Year of 2025
With 3.9 million visitors already reported by May 2025, Tunisia is on track towards its ambitious target of 11 million for the year. The ministry’s comprehensive program spans sectors from beach tourism to ecological tours. Omar predicts that maintaining current growth rates could enable Tunisia to truly compete with Morocco, as the focus shifts towards new markets including the Czech Republic, China, and Spain.
