Tunisia multiplies its presence in large tourist fairs in China to attract a growing market. With the support of the Ministry of Tourism and its office in Beijing, the objective is clear: attracting a tourist with high purchasing power and diversifying incoming flows beyond traditional markets.
In September, Tunisia took part in three major events: the Quotes Salon in Guangzhou, the WTCF forum and the CIftis 2025. Through these meetings, Tunisia sought to strengthen its image of cultural, natural and lasting destination, while establishing strategic partnerships with Chinese tour operators and airlines.
Economic and cultural diplomacy
Tunisian officials insist on the need to target “premium” tourism. Promotional campaigns highlight unique experiences: Saharan heritage, cultural festivals, ecological tourism and digital innovation. The International Festival of Montgolfières de Tozeur, scheduled from October 24 to November 1, 2025, was presented as a showcase of this new strategy.
Beyond tourism promotion, these participations are part of a logic of economic diplomacy. The Chinese market is perceived as a lever to diversify currency revenues and reduce dependence on European markets. Cooperation also aims to strengthen the image of Tunisia as a Mediterranean Hub open to Asia.
