By exceeding the threshold of 11 million tourists for the first time in its history, Tunisia is affirming the revival of its tourism sector. A turning point that the Minister of Tourism, Sofiane Taqia, presents as the starting point of a new phase based on innovation, diversification and digital transformation.
The Minister of Tourism, Sofiane Taqia, affirmed, Monday evening, December 22, 2025, that Tunisia is going through a pivotal phase for its tourism sector, marking both a dynamic of recovery and the opening of a new cycle of development. Speaking at the Municipal Theater of Tunis, he stressed that this step constitutes a unifying opportunity for all players in the sector, called upon to play a strategic role in the trajectories of growth, employment and development.
According to the minister, Tunisia recorded an unprecedented result in 2025 by crossing the threshold of 11 million visitors, a level never reached until then. This performance, obtained in an unstable regional and international context, testifies, according to him, to an effective recovery of the sector and the relevance of an approach focused on both quantitative development and qualitative improvement of the tourist offer.
International positioning
Beyond the figures, Sofiane Taqia highlighted the progress made in terms of international positioning. Tunisia thus ranked as the first destination favored by Chinese tourists, a distinction which illustrates, according to the ministry, the country’s ability to establish itself in distant and highly competitive markets.
Faced with increasingly intense global competition, the minister insisted on the need to continue efforts to modernize the sector. In this context, he announced the launch of a new tourism strategy based on innovation, product renewal and improvement of the tourist environment.
This strategy will be based in particular on an unprecedented promotional campaign integrating digital and artificial intelligence tools. The stated objective is to strengthen the digital visibility of the Tunisian destination, improve the governance and performance of the sector, while simplifying tourist routes and optimizing the visitor experience.
Through this orientation, the authorities aim to consolidate Tunisia’s regional leadership, gain in efficiency and attractiveness, and sustainably position tourism as a central lever of the national economy.
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