Tunisia has joined the Association of Touring and Adventure Suppliers (Atas) to showcase its heritage, culture and landscapes beyond its traditional beach resorts.
Fakhri Khalsi, deputy director of the Tunisian National Tourist Office in London, said the tourist board has joined in order to network with the those in the trade who promote historical, cultural and adventure tours.
“UK travel agents are a fundamental channel of distribution for Tunisia,” he said, pointing out that about 80% of sales for non-beach holidays in the country come from agents.
“The Tunisian National Tourist Office (TNTO) enjoys a strong relationship with UK travel agents, thanks to our continuous attendance at roadshows, fam trips and especially the incentives we give away,” he added.
“Our aim is to showcase the deep historical and cultural heritage Tunisia has to offer, especially Roman Tunisia as well as the mighty Sahara desert.”
He said the TNTO will meet agents at about 20 trade roadshows across the UK and is in talks about organising two fam trips.
“Tunisia is established as a family beach all-inclusive destination. It is obvious that we would like to take Tunisia to the next level to reach out high-end clients and especially active tourists who are curious and eager to discover the local history and culture of Tunisia,” he continued.
“The striking trend is that most UK visitors are keen to scratch beneath the surface of the beach all-inclusive.
“They would like to get immersed in the local culture and learn more about the local people.
“They tend to be more adventurous to taste the local food and wine [and] test new types of accommodation such as Dars – old Tunisian houses turned into boutique hotels.”
He concluded: “The TNTO boasts a tremendous relationship with our UK trade partners and the wider agent community, through roadshows, fam trips and exciting incentives.
“We look forward to allowing Tunisia to thrive again through the fabulous platform of Atas.”
Claire Brighton, Atas director, said: “I am thrilled to welcome Tunisia as our latest associate member.
“It has been fascinating to talk to the London team about what the destination can offer, such as ancient Roman ruins, wonderful food and wine and unique desert landscapes, where agents’ clients can go camel trekking, join desert safaris or enjoy stargazing.
“Atas agents will be eager to learn all about these adventures and more.”
Pictured: The Roman amphitheatre at El Jem, Mahdia, Tunisia. By Kadagan/Shutterstock