Tunisia’s Tourism Industry Maintains Steady Growth
Tunisia’s tourism sector is continuing its remarkable recovery, with the Central Bank of Tunisia reporting that tourism revenue reached 3.352 billion Tunisian dinars (approximately 994 million euros) in the first half of 2026, an 8.3% year-on-year increase. The growth follows a record-breaking 2025, when the North African nation welcomed over 11 million inbound tourists for the first time in its history, according to People’s Daily.
A Sector in Full Recovery
The latest figures underscore tourism’s vital role in Tunisia’s economy. According to the Central Bank of Tunisia, tourism is the country’s second-largest source of foreign currency after remittances from Tunisians abroad. Together, tourism revenue and remittances totaled 7.758 billion dinars (2.31 billion euros) in the first half of 2026.
The economic significance is particularly striking when measured against Tunisia’s external obligations. As of June 30, 2026, tourism revenue alone covered 89.3% of the country’s debt servicing obligations, while combined with remittances, coverage reached 183%.
Tourism Minister Soufiane Tekaya described the sector’s performance as reflecting “a genuine recovery of the sector despite regional and global challenges.” Speaking at the Municipal Theatre of Tunis in December 2025, he noted that Tunisia had “for the first time in its history, exceeded the threshold of 11 million tourists in 2025,” as reported by Tunisia Numerique.
A Mediterranean Destination with Diverse Appeal
Known as the “Pearl of North Africa,” Tunisia offers a unique blend of Mediterranean coastline, Saharan desert landscapes, and rich cultural heritage. The country boasts multiple UNESCO World Heritage sites, including the ancient ruins of Carthage, the medina of Tunis, and the historic city of Kairouan.
Tozeur, a desert oasis on the edge of the Sahara, has become a signature destination for its palm groves, distinctive rock formations, and film-worthy landscapes. Meanwhile, the coastal resort of Hammamet on the Cap Bon peninsula continues to draw visitors seeking Mediterranean beach experiences.
North African neighbors, primarily Algeria and Libya, account for approximately half of Tunisia’s inbound tourists, according to People’s Daily.
Thalassotherapy: A Growing Niche
Tunisia has carved out a distinctive position in wellness tourism as the world’s second-largest destination for thalassotherapy, or seawater-based treatments. The country boasts 60 thalassotherapy centers and 390 spas, 84% of which are located in hotels, according to the Hindustan Times/AFP.
The industry draws approximately 1.2 million foreign visitors annually and generates around 200 million dinars ($63 million) per year. Shahnez Guizani, head of the National Office of Thermalism, describes thalassotherapy as an “ancestral heritage” for Tunisians, noting that “hydrotherapy has existed in Tunisia since antiquity, at the time of the Carthaginians and the Romans.”
Anouar Chetoui, Tunisia’s National Tourism Office Chief Representative in China, told People’s Daily that the country’s seawater thalassotherapy industry is “developing rapidly, with industry scale and professional standards ranking among the world’s best.” He added that Tunisia is also cultivating green tourism and eco-tourism to enrich its tourism product offerings.
Strategic Recognition and Expansion
Tunisia’s tourism ambitions received a significant boost in December 2025 when the 28th session of the Arab Council of Tourism Ministers, held in Baghdad, awarded Tunis the title of “Arab Tourism Capital 2027,” as reported by Tunisia Numerique. The recognition highlights the cultural, heritage, and tourism strengths of the capital, which was also recently admitted to UNESCO’s Creative Cities Network.
Tunisia has also secured recognition as a preferred destination for Chinese tourists, ranking first in that market segment, according to the Tunisia Numerique report.
Challenges on the Horizon
Despite the positive momentum, Tunisia’s tourism sector faces headwinds in 2026. The fallout from the Middle East conflict has sent oil prices and travel costs soaring, dampening bookings, particularly on long-haul routes. Anane Kamoun, director of the Royal Garden Palace hotel on the island of Djerba, told Al-Monitor that reservations at his establishment have fallen by about half this year.
“When oil prices rise, airfares rise, and that’s when tourists start reconsidering the cost,” Kamoun said. “When airfares increase by 70 or 80 euros, it’s a significant amount, and tourists begin looking for alternatives.”
However, industry officials point to signs of resilience. Hichem Mahouachi, regional representative of Tunisia’s national tourism office in Djerba, noted that airlines have scheduled 5,600 flights to the island between April and September, a 3.3% increase from a year earlier. He emphasized that “Tunisia is considered one of the safest destinations in the Mediterranean basin.”
Structural Concerns
Beyond immediate challenges, analysts have raised concerns about deeper structural issues facing the sector. According to Tourism Review, the tourism sector lost 4% of its funding in the 2026 budget, and early bookings were nearly 10% below the previous year’s pace, particularly from France.
Mohamed Yahyaoui, head of the Tourism Committee in Tunisia’s parliament, has been vocal about the sector’s neglect. “Although Tunisia’s tourism brings in vital foreign income and helps stabilize trade, it remains overlooked,” he said in a radio interview, as reported by Tourism Review.
Infrastructure gaps, outdated investment laws, and governance fragmentation across multiple government departments continue to hamper the sector’s full potential. With 164 hotels closed and around one billion dinars in investment sitting idle due to dated strategies, the industry faces an uphill battle to modernize.
Looking Ahead
Tourism accounts for approximately 7-10% of Tunisia’s GDP and provides nearly half a million jobs, making it a cornerstone of the country’s economic stability. The sector’s trajectory has been remarkable given the setbacks of the past decade, from the 2015 terrorist attacks to the COVID-19 pandemic, as documented in Tourism Review’s analysis.
Looking forward, Tunisia is pursuing multiple strategies to sustain growth, including seasonal diversification through winter tourism, market expansion into the Middle East and Asia, and digital transformation. The country is also exploring a proposed national incubator for tourism technology startups, known as TourTech, which would support AI and augmented reality innovations in the sector, according to African Manager.
With Tunis set to serve as Arab Tourism Capital in 2027 and continued investment in product diversification, the country appears well-positioned to build on its momentum. The key question remains whether it can navigate the geopolitical headwinds and structural challenges that threaten to temper its steady growth trajectory.