Tourism in Tunisia Soars in 2025, Ten Years After the Attack: European Visitors Lead a Strong Recovery

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Tunisia’s tourism industry is experiencing a remarkable revival in 2025, as visitor numbers surge, with European tourists leading the charge. The first half of the year has shown a solid upward trajectory, signaling a return of confidence in the North African destination after a challenging decade marked by security concerns. By July 20, 2025, Tunisia welcomed 5.297 million tourists, reflecting a 9.8% increase compared to the same period in 2024. The influx is even more significant when compared to pre-pandemic figures, as the number represents a 16.2% rise over 2019, the last benchmark year before the global health crisis.

Tourism Growth: A Steady Rebound

According to the Director General of the National Tourism Office, the 2025 tourism season is shaping up to be exceptionally promising. If the current trends continue, Tunisia is on track to surpass its 2024 performance, aiming for 11 million visitors by the end of the year, an increase from 10 million in 2024. Tourism revenues for the first half of 2025 have already reached TND 3.998 billion ($1.28 billion), an 8.2% year-on-year growth. This growth is mirrored by an increase in overnight stays, which hit 12.36 million, up 7.1% from 2024.

Tourism continues to be one of Tunisia’s most vital economic sectors, contributing approximately 9% to the country’s GDP and providing around 400,000 jobs. As international interest grows, Tunisia’s government is eager to capitalize on this recovery, implementing strategic plans to foster further growth, including the development of a digital hotel booking platform for local citizens and an increase in tourism investments, which reached TND 943 million by July 2025.

The European Market: A Driving Force

The return of European tourists has been a key factor in Tunisia’s tourism resurgence. European visitors account for the largest share of arrivals, with a significant 10.7% increase recorded this year. Among the European nations, France, the UK, Germany, and Italy have been the top contributors to this growth. France alone saw an increase of 9.6% in visitor numbers, while the UK market experienced a dramatic 46.9% surge, the highest among all European countries. Italy and Switzerland also saw notable increases, with 11.6% and 17.6% growth, respectively, while Ireland’s tourism to Tunisia rose an impressive 97%.

The UK’s recovery has been particularly notable, as British visitors are flocking back in large numbers, with forecasts suggesting that 400,000 British tourists will visit Tunisia in 2025. This is expected to bring the total back to pre-2015 levels, when the country was a popular destination for UK tourists. The resurgence of British tourism has been attributed to the improving security situation in Tunisia, with travelers once again feeling confident in visiting the country.

Domestic and Regional Tourism

Beyond European markets, Tunisia has also seen a rise in regional visitors. The Maghreb region, which includes neighboring Algeria and Libya, has contributed significantly to the growth. With a 9.8% increase, the Maghreb market welcomed a total of 2.748 million visitors, including 1.459 million Algerians and 1.246 million Libyans. Other international markets, including the US, Canada, and China, have also shown moderate growth, with increases of 4.9%, 7.5%, and 15%, respectively.

Domestic tourism is also playing an important role in the recovery. Tunisians traveling within their own country now account for 30% of total tourism activity. This is a positive shift, as it reflects the growing engagement of local citizens in supporting their country’s tourism sector. In response to this trend, the government is working on developing new initiatives to cater to the needs of domestic tourists, such as launching a digital hotel booking platform to simplify the process for local travelers.

Reviving Trust: A Decade After the 2015 Attacks

The tourism industry’s return to health comes ten years after the tragic beach attack in Sousse, which left 38 people dead, mostly British tourists. This attack, claimed by ISIS, had a devastating impact on Tunisia’s tourism sector and severely damaged its reputation as a safe travel destination. In the years that followed, Tunisia’s tourism industry struggled, with a significant decline in European visitors due to security concerns.

However, in 2025, visitors are finally returning, and many British tourists are among them. The surge in British tourism, up 48% in the first half of the year, reflects the rebuilding of trust in Tunisia as a safe holiday destination. Hoteliers and tourism officials have welcomed the growth, with Maher Ferchichi, general manager of the Pearl Marriott in Sousse, noting that over 90% of the hotel’s European guests are now British.

British ambassador to Tunisia, Roddy Drummond, has expressed optimism about the future, stating that Tunisia could see a return to pre-2015 levels of British tourists, thanks to improvements in security and the overall travel experience.

Challenges and Opportunities Ahead

While the tourism sector is on a positive trajectory, challenges remain. Many small businesses and local artisans feel that the focus on all-inclusive resorts and package deals has limited the positive economic impact on local economies. These business owners often note that while millions of tourists are visiting, many stay confined to their hotels and resorts, missing out on the opportunities to engage with the local culture and economy.

To address these concerns, tourism officials are exploring ways to encourage more independent travel and local exploration. Some have called for better flight deals, especially low-cost carriers, to make Tunisia more accessible to tourists from various markets. More direct flights and improved regional connectivity would help Tunisia tap into its full tourism potential.

Conclusion

The tourism sector in Tunisia is clearly on the upswing in 2025, driven by the return of European travelers and increasing visitor numbers from neighboring regions. The country is on track to achieve record-breaking tourist arrivals, with a projected 11 million visitors by the end of the year. While challenges remain in terms of ensuring that the benefits of tourism are felt across the entire country, Tunisia’s tourism recovery signals a new chapter of growth and opportunity for the nation.