Tunisia to increase UK trade engagement amid touring and adventure push

Tunisia plans to increase its engagement with UK operators and agents to diversify its product offering, with an ambition to grow its touring and adventure appeal.

 

The UK is the North African destination’s second-largest market in Europe and is currently best known for its winter-sun and beaches.

 

Speaking to Travel Weekly at World Travel Market in London, managing director Mohamed Mehdi said: “The UK market is critical for us as our second-biggest market in Europe.

 

“We want to develop partnerships with UK operators and try to promote the image of Tunisia.

 

“It is not only a beautiful country with beaches; it is far more diverse and we could interest more British travellers with our range of cultural, ecological and wellbeing products.”

 

He said Cox & Kings will launch tours in the destination next year, joining Intrepid, Explore and Jules Verne, who are all “well-established” operators in the area.

 

The tourist board is eyeing growth in touring and adventure sales in particular after the organisation joined the Association of Touring and Adventure Suppliers (Atas) earlier this year.

 

The destination is planning more fam trips for UK agents next year and plans to attend roadshows and events with Atas.

 

In addition, as the 50^th anniversary for the original release of Star Wars: A New Hope is set to be celebrated in 2027, Tunisia is looking to coordinate a campaign to invite fans to travel to the filming location Tataouine.

 

The tourism board also plans to up its digital advertising in the UK alongside other activity through press trips to promote different destinations.

 

These initiatives will combine to help widen Tunisia’s appeal and demonstrate the breadth of holiday options available, such as city breaks and its Unesco sites, which have been “overlooked” in the past, said Haloui.

 

He highlighted a pipeline of investment totalling £350 million to build more hotels in the country.

 

Wahida Jaiet, Tunisia tourism minister’s head of mission, said the country’s tourism goals were “not about numbers” but creating a loyal tourist base.

 

She added the country can cater for “a wider range of people”, adding: “The ambition is that Tunisia is seen as destination that meets the expectations of everyone and is inclusive and sustainable.

 

“We are already on that track, and we want to reach that goal through alternative and slow tourism.”