Under the sign of the olive tree, Tunisia is deploying a new kind of diplomacy in London: economic, open and rooted in its identity.
With the creation of the “Zitouna” network, the Tunisian embassy transforms diplomatic symbolism into a lever of influence and investment.
An approach that combines culture, strategy and attractiveness.
A new dynamic in London
On October 23, 2025, the Tunisian embassy in London launched the “Zitouna Network” platform, a space for dialogue and cooperation between diplomatic missions, economic actors and British investors.
Objective: increase the United Kingdom’s investments in Tunisia to 4 billion dinars and anchor Tunisia in the restricted circle of attractive destinations for international capital.
“The embassy must become a space of ideas and economic action,” said Hattab Haddaoui, charge d’affaires in London, quoted by TAP.
Designed as a regular forum for reflection and action, the “Zitouna” platform symbolizes the desire of Tunisian diplomacy to go beyond formal protocols to bring together diplomats, investors and economic decision-makers around concrete and measurable projects.
His name – Zitounathe olive tree – embodies peace, resilience and Tunisian roots, while evoking prosperity and continuity.
FIPA-Tunisia in action
The first session of the Zitouna Network, entitled “Advancing Economic Diplomacy in London: Insights & Strategies for Engaging British Investors”, was held on Thursday 23 October 2025 at the IFAP-Tunisia office in London (26–28 Hammersmith Grove, W6 7BA).
The event brought together investment promotion organizations, economic and commercial attachés from several embassies (Jordan, Egypt, Italy, Brazil, Ireland, Georgia, Morocco, Mexico) as well as Tunisian experts from the British financial sector.
The general delegate of FIPA-Tunisia presented a comprehensive presentation on the Tunisian investment ecosystem, its competitive assets, its strategic sectors and the tax and legal incentives offered to foreign companies.
Among the targeted areas:
- automotive and aeronautical components,
- agro-industry,
- renewable energies,
- information technology,
- technical textiles.
“Tunisia is a gateway to African and Mediterranean markets. It offers a qualified workforce, cost competitiveness and an incentive legal framework,” declared the General Delegate of FIPA-Tunisia.
The presentation also highlighted the mission of the London office: to promote Tunisian opportunities, support British investors and facilitate partnerships in high-potential sectors.
Next steps
The next sessions of the Zitouna Network will address themes of high strategic value:
- energy transition,
- artificial intelligence and digital transformation,
- food safety,
- technology transfer and talent employment.
Each edition will bring together Tunisian and British experts to produce sectoral action plans, thus consolidating a more agile and collaborative economic diplomacy.
Also read:
Tunisia – Foreign investments: China rises, France dominates, Algeria attracts
