Between January and July 2025, Tunisia welcomed around 27,700 Chinese tourists, an increase of 15.3 % compared to the same period of 2024. If this figure testifies to the growing attractiveness of the Tunisian destination, the National Office for Tunisian Tourism (NET) in Beijing insists on the need for direct flights to further energize the sector.
Strong progression despite obstacles
In a statement granted to the TAP agency, the representative of the National Office for Tunisian Tourism (ONTT) in Beijing, Anouar Chetoui. underlined the importance of setting up direct air links in order to further energize the sector.
“The number of tourists from China to Tunisia recorded, during the month of July 2025, an increase of 30.9 % compared to the same month of the previous year, despite the difficulties of travel, linked to the absence of direct air link. »»
Chinese tourists must currently pass through the Middle East, Turkey or Egypt to reach Tunisia, which complicates travel and limits growth potential.
The destinations and preferences of Chinese tourists
The typical profile of the Chinese tourist combines prolonged stays, cultural discovery and leisure activities, with personalized expectations. According to Chetoui:
“The Chinese particularly appreciate Carthage, Hammamet for its beaches, Kairouan and Sidi Bou Saïd, as well as the circuits in the desert, rides on camel, local gastronomy, Tunisian relaxation and crafts. »»
These visitors also value traditional Tunisian products, such as ceramics, carpets, leathers, jewelry, as well as olive oil and dates.
Direct airlines: a strategic lever
For Chetoui, the implementation of a direct airline between Tunis and Beijing would be decisive:
“In the absence of direct flight, Chinese tourists must go through several intermediate destinations. The implementation of direct flights would effectively promote Tunisian tourism to this destination. »»
A growing bilateral relationship
2025 marks the 61st anniversary of Tuniso-Chinese diplomatic relations, established in 1964. The visit of President Kaïs Saïed in China in May-June 2024 made it possible to open new perspectives of cooperation, especially in the tourism sector.
