The tourism sector is experiencing an unprecedented rebound in 2025, exceeding even the most optimistic forecasts. After the difficult years of the COVID crisis and global economic challenges, its performance has reached record levels.
Speaking on Mosaïque FM, Mohamed Mehdi Hlaoui, Director General of the National Tourist Office, announced that the number of tourists in Tunisia reached 9.057 million as of October 20, 2025, an increase of 9.2% compared to the previous year.
He stated that efforts are ongoing to reach the objective of 11 million tourists, with a focus on quality, diversification of the offer, and the development of cultural, eco, sports and wellness tourism.
“This diversification can enrich the sector and help reduce seasonality, a recurring issue in recent years. The positive figures recorded in September and October show that the tourism season is gradually extending throughout the entire year, which preserves the operational capacity of tourism units and supports development across all regions of the country,” he added.
Hlaoui also highlighted a 10.7% increase in number of European tourists, with strong growth from the French, Polish and British markets. “However, we are still facing some difficulties with the German market, which we are working on,” he noted.
Tourism Ministry forecasts 10 million visitors
Director of Studies and International Cooperation at the National Tourism Office (ONTT), Ayman Rahmani confirmed that 3.37 million tourists arrived in Tunisia from the beginning of the year until June 10.
Rahmani stated, on a private radio station, that arrivals during that period recorded a 5.3% growth rate compared to the same period in 2023 and 8.7% compared to the same period in 2019.
He added that Tunisia regained its 2019 tourism indicators in 2023, leading the supervisory authority to consider 2023 as a reference year, after recovering market share lost due to the COVID pandemic.
The ONTT official also announced that the ministry aims to attract 10 million tourists by end of 2024.
He added that 2024 began with promising indicators, and ministerial forecasts expect 2024 to mark the repositioning and revival of the Tunisian tourism sector.
A sector in need of a major overhaul
Tunisia has no shortage of assets enabling it to turn emerging forms of tourism into a real driver of regional development and attract visitors seeking culture, nature and authenticity.
Thanks to its ecological wealth, as well as its cultural, archaeological and culinary heritage, the country holds immense and untapped tourism potential.
However, today, decades after its introduction in Tunisia and given the changes experienced locally and globally, tourism needs a complete overhaul covering all sub-sectors and related parameters.
This must begin with a broad consultation to establish a new strategy that ensures the sector’s development and sustainability.
