Tunisia achieves 10.3% tourism growth in 2025, eyeing Africa’s top three ranking – Ministry of Tourism

TUNISIA – Tunisia has recorded over 10.03 million tourist arrivals from January 1 to November 20, 2025, marking a robust 10.3% increase compared to the previous year and positioning the nation to surpass its ambitious 11-million visitor target by year-end.

This strong performance underscores Tunisia’s resurgence as a premier Mediterranean destination, competing directly with regional leaders Morocco and Egypt for a spot among Africa’s top three tourism hotspots.

Broad-based market gains fuel this momentum seamlessly.

Key Market Expansions

United Kingdom visitors surged 40.1% to 415,000 travelers, reflecting renewed confidence in Tunisia’s coastal resorts and cultural sites.

France, the largest source market, delivered 1.07 million arrivals, up 6.4% from last year.

Italy contributed an 8.6% rise, while Canada grew 11%. Priority market China climbed 18.6% to 24,268 visitors, signaling successful diversification efforts into Asia.

These gains transition smoothly into substantial revenue growth, reaching nearly TND 7 billion ($2.38 billion) in the first nine months, a solid 8.3% increase year-over-year.

Economic Backbone

Tourism contributed 4.4% to GDP in 2023 per World Bank data, nearing pre-pandemic levels of 4.6%, with 2024 seeing 10.2 million visitors.

The sector’s strategic importance drives job creation and foreign exchange stability.

Government initiatives enhance air connectivity and promote year-round offerings, from Sahara adventures to ancient ruins.

This positions Tunisia for sustained competitiveness amid regional rivalry.

Enhanced infrastructure and targeted marketing ensure seamless visitor experiences, bridging traditional beach holidays with emerging eco-tourism trends effectively.

Tunisia launched its 2025-2030 Tourism Strategy emphasizing modernization, eco-tourism, and hinterland development beyond coastal resorts.

This includes tax incentives for hotel renovations and digital booking platforms, addressing delays that previously hindered growth.

A US$50 million U.S.-funded Visit Tunisia project upgrades archaeological sites like Sbeitla, targeting 15,000 jobs in underserved areas. It expands offerings to cultural heritage trails, drawing adventure seekers inland.

Cruise infrastructure enhancements prepare for 400,000 passengers in 2025, boosting port revenues in Tunis and Sfax. South-East Tunisia receives Swisscontact funding for sustainable skills training, enhancing desert eco-lodges.

Golf tournaments and Sahara marathons promote sports tourism, while wellness retreats attract Europeans. These tie directly to 10.3% arrivals growth by diversifying markets and extending stays.

Renewable energy investments power remote sites, supporting year-round appeal. Such efforts solidify Tunisia’s top-three African ranking bid, fueling TND 7 billion (US$2.4 billion) revenues.

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