Tourism Minister Sofiene Tekaya said Tunisia’s tourism sector is at a pivotal stage, offering an opportunity for all stakeholders, as the country launches a new phase to strengthen tourism as a strategic sector that interacts with many vital areas and has a direct impact on employment and development.
He noted that, for the first time in its history, Tunisia exceeded 11 million tourists in 2025, a performance that reflects a genuine recovery of the sector despite regional and global challenges.
These results stem from an approach focused on both the qualitative and quantitative development of the tourism product, according to Mosaïque FM.
Tekaya added that Tunisia has achieved notable international rankings, including first place as a preferred destination for Chinese tourists.
He stressed that intensifying global competition requires continued sector development and an improved tourism environment through a new strategy based on innovation and renewal.
In this context, the minister announced the launch of an innovative promotional campaign built on digitalization and artificial intelligence to strengthen Tunisia’s digital presence, improve performance and governance, simplify tourist journeys, and enhance the visitor experience, aiming to consolidate Tunisia’s regional and international leadership.
High hospitality standards
He also said Tunisia’s digital visibility has generated millions of views and interactions, encouraging major international tourism brands to establish operations in the country, alongside the adoption of high standards of hospitality and service quality.
The minister emphasized that boosting domestic tourism is a strategic choice given its economic, social, and cultural dimensions, citing the “Tounes Lik” strategy and several support programs linked to the national cleanliness program, noting that “everyone, at their level, is a key player in the success of this journey.”
Tekaya said Tunisia’s designation as Arab Tourism Capital 2027 is a natural achievement, adding that the country is also worthy of becoming a global tourism capital. He also announced a dedicated program focused on Tunisia’s image in its Arab and international environment.
These remarks were made during the presentation by the Tunisian National Tourist Office of the promotional film “Nemdah El Aktab”, as part of the national domestic tourism promotion campaign and the launch of preparations for the program “Tunis, Arab Tourism Capital 2027 – Tounes Lik.”
