The Tunisian tourism sector continues to progress. According to the Director General of the National Tourism Office, Mohamed Mehdi Hlaoui, Tunisia welcomed more than 9.05 million tourists between January 1 and October 20, 2025, an increase of 9.2% compared to the same period of the previous year. A figure which supports the authorities’ ambition to reach the symbolic mark of 11 million visitors by the end of the year.
Diversification that bears fruit
Guest of the Sbeh Ennes show, Mr. Hlaoui stressed that the current Tunisian tourism strategy is based on the quality of the offer and the diversification of products: cultural, ecological, sports and well-being tourism.
“This diversification can enrich the sector and reduce seasonality. The good figures recorded in September and October reflect an extension of the tourist season beyond the summer months.
This development makes it possible, according to him, to maintain the economic activity of tourist units throughout the year and to stimulate regional development, particularly in inland areas.
A notable increase in European visitors
Geographically, European markets show average growth of 10.7%. Arrivals from France, Poland and the United Kingdom are progressing significantly, confirming the return of European customers to the Tunisian coasts.
The German market, however, remains behind: “We are still encountering some difficulties in this market, but we are actively working to relaunch it,” admitted the manager.
The Maghreb, Tunisia’s leading tourist basin
Maghreb markets remain the cornerstone of Tunisian tourism. Algeria recorded a 5% increase in arrivals, while the Libyan market jumped 30%.
This progression is all the more significant as it was accentuated during the months of September and October, a usually calmer period. “This proves that attendance stabilizes over a longer period, which reduces dependence on the high summer season,” explained Mr. Hlaoui.
The Chinese market is slowly catching its breath
On the distant markets side, Tunisia is seeing an encouraging recovery in Chinese tourism, with 21,000 visitors recorded since the start of the year, up 17.9% compared to 2024.
If these figures remain lower than the 2019 level (around 25,000 visitors), the trend is clearly positive, according to Mr. Hlaoui:
“The main challenge remains that of air connections. We are working with the national company to open a direct Tunis–Beijing flight from 2026.”
Towards a new course for Tunisian tourism
With increasing attendance and diversification of its markets, Tunisia seems to be entering a new phase of consolidation. Professionals in the sector hope that this dynamic, supported by international promotion initiatives and better air connectivity, will make it possible to achieve – or even exceed – the objectives set for 2025.
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