Tunisia Prioritizes Domestic Tourism for Growth

Tunisia is embarking on a significant strategic pivot in its tourism industry, placing a strong emphasis on domestic travelers and regional visitors. This move signals a proactive approach to building a more resilient and sustainable tourism model, less susceptible to international fluctuations. The ambitious roadmap, unveiled by Lotfi Brahmi of FTAV, aims to nearly double the proportion of overnight stays by Tunisian nationals, targeting 50% by 2028.

The upcoming "Tunisian Travel Market" event, supported by the Ministry of Tourism, represents a departure from traditional tourism fairs. It is envisioned as an annual gathering dedicated to showcasing Tunisia as a destination for its own citizens, fostering a sense of national pride and encouraging exploration of the country's diverse offerings. This initiative is crucial for developing a more balanced tourism ecosystem that benefits local communities year-round.

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The challenge is significant: to increase the share of domestic tourism from the current 30% to 50% of global overnight stays by 2028.

Addressing concerns about high prices, Brahmi advocates for a cultural shift towards early booking. This practice, he argues, can unlock significant discounts for Tunisian families, making domestic travel more accessible and affordable. Furthermore, the strategy includes integrating Algerian and Libyan clientele more effectively into formal tourism circuits, recognizing the substantial, yet often informal, flow of visitors from these neighboring countries.

This strategic reorientation is not just about numbers; it's about redefining Tunisia's relationship with its own tourism potential. By cultivating domestic demand and improving service offerings tailored to local tastes and budgets, Tunisia aims to create a more robust and self-sufficient tourism sector. This focus on the internal market is a smart move, ensuring that the benefits of tourism are more widely distributed within the country and that the industry remains vibrant throughout the year.

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By generalizing this reflex, Tunisian households could access significant discounts, thus ensuring sustainable balance for the sector, less dependent on international uncertainties and active throughout the year.