Tunisia Eyes Top Three Status in Africa’s Tourism Sector as It Surpasses 10 Million Visitors and Sets New Growth Targets for 2025

Published on November 30, 2025

Tunisia, the North African jewel, has officially surpassed 10 million international arrivals in 2025, positioning itself as one of Africa’s leading tourism hubs. As of November 20, 2025, Tunisia’s tourism industry has seen a remarkable 10.3% year-on-year growth, with a record 10.03 million tourists visiting the country. This achievement brings Tunisia closer to its ambitious target of 11 million visitors for the year, reinforcing its bid to become one of Africa’s top three tourist destinations, alongside Morocco and Egypt.

Tunisia’s success comes as part of a broader strategy to build on its tourism sector’s economic importance. The tourism sector’s contribution to Tunisia’s GDP reached 4.4% in 2023, almost back to pre-pandemic levels, underscoring the sector’s resilience and its critical role in the country’s economic recovery. Tunisia’s ability to attract a growing number of international visitors from various global markets highlights the increasing appeal of the country’s rich cultural heritage, sunny beaches, and historical sites.

Tunisia: A Rising Star in Africa’s Tourism Scene

Tunisia has long been recognized for its diverse tourism offerings, from the ancient ruins of Carthage to the vibrant souks of Tunis. With its Mediterranean coastline, Tunisia has attracted beach lovers, while its history, including Roman ruins, Islamic architecture, and desert landscapes, entices culture and adventure travelers. The country’s favorable tourism growth figures reflect not only its natural beauty but also the strategic marketing efforts of the Ministry of Tourism and the government’s push to enhance infrastructure, diversify the tourism offering, and attract international investment.

The UK, one of Tunisia’s core markets, has shown a remarkable 40.1% increase in visitors, reaching 415,000 travelers. Additionally, major European markets, including France, Italy, and Canada, have all recorded steady increases in arrivals. Even the Chinese market, a priority for Tunisia, has seen a 18.6% rise in the number of visitors, bringing over 24,000 Chinese tourists to Tunisia so far this year. This performance is setting the stage for Tunisia to reach its 11 million target and secure its place as one of the leading destinations in Africa.

Tunisia’s Tourism Performance by the Numbers

• 10.03 million tourists visited Tunisia by November 2025, up 10.3% year-on-year.
• The UK market saw a 40.1% rise, bringing 415,000 travelers to Tunisia.
• France delivered 1.07 million visitors (+6.4%).
• Italy and Canada saw increases of 8.6% and 11%, respectively.
• China recorded an 18.6% increase, contributing 24,268 visitors.
• Tourism revenues reached approximately TND 7 billion (around $2.38 billion) for the first nine months of 2025, marking an 8.3% increase over 2024.

Tunisia’s Economic Impact and Strategic Growth in Tourism

Tourism plays a vital role in Tunisia’s economy, accounting for 4.4% of GDP in 2023 (World Bank data). This is a significant recovery from the pandemic era, during which global travel restrictions had a detrimental impact on the sector. However, with Tunisia’s commitment to rebuilding and strengthening its tourism infrastructure, the country is increasingly becoming a preferred choice for travelers.

Tunisia’s diverse tourism product is central to its success. It combines historical and cultural heritage with contemporary beach resorts and desert escapades, offering a wide range of experiences that appeal to various demographics. This blend of heritage, nature, and modernity helps position Tunisia as a leading destination in Africa and the Mediterranean.

Tunisia is also leveraging sustainable tourism practices to enhance its attractiveness, with eco-friendly accommodations, sustainable infrastructure development, and an emphasis on preserving its natural resources. The country is committed to growing its tourism sector responsibly while preserving its environmental and cultural heritage.

Key Factors Driving Tunisia’s Tourism Growth

• Rich Historical and Cultural Heritage: With landmarks like the ancient city of Carthage, Medina of Tunis, and the Roman ruins of El Djem, Tunisia is a cultural haven for history buffs.
• Coastal Appeal: Tunisia’s stunning Mediterranean beaches continue to draw sun-seekers, especially in popular coastal cities like Hammamet and Sousse.
• Adventure and Desert Tourism: Tunisia offers unparalleled desert landscapes, including the iconic Sahara Desert, a favorite for adventure tourists and film enthusiasts.
• Strategic Partnerships and Infrastructure Investment: Tunisia’s tourism sector is benefiting from significant investments in infrastructure, modernized transport links, and partnerships with international travel agencies and airlines.

Tunisia’s Tourism in 2025 and Beyond

As Tunisia pushes toward its goal of 11 million arrivals by the end of 2025, the country remains focused on developing new tourism strategies and broadening its market reach. Key growth areas include expanding the number of tourists from Asia and North America, alongside continued efforts to deepen its appeal in Europe. China remains a priority market, with Tunisia continuing to enhance its presence at major international tourism trade shows and increasing connectivity through direct flights.

Looking ahead, Tunisia’s tourism authorities are emphasizing the diversification of tourism products beyond traditional beach tourism, with a growing emphasis on luxury travel, wellness tourism, and adventure travel in the Sahara. The country is also investing in sports tourism, with a strong focus on hosting international events, such as golf tournaments and marathons.

Tunisia’s Role in Africa’s Tourism Landscape

Tunisia’s impressive growth has placed it at the forefront of Africa’s tourism industry. As the country aims for a top-three spot on the continent alongside Morocco and Egypt, its efforts to attract diverse markets from around the world will play a pivotal role in shaping the future of African tourism.

The continued development of Niche Tourism and promotion of sustainable practices will make Tunisia not just a regional leader but also a global contender. Tunisia’s goal to expand its tourism revenue, targeting $3 billion by 2026, and its increasing number of international arrivals will ensure the country remains an influential player in Africa’s tourism market.

Why Tunisia Should Be Your Next Travel Destination

• Diverse Experiences: From historical sites to luxurious beaches, Tunisia offers a variety of experiences for every traveler.
• Rich Culture and Heritage: Discover ancient Roman ruins, vibrant souks, and beautiful Islamic architecture that tell the story of Tunisia’s history.
• Sustainable Tourism: Tunisia is committed to offering eco-friendly travel options, making it an attractive destination for responsible travelers.
• Adventure Awaits: For those seeking adventure, Tunisia’s desert landscapes offer the opportunity for unforgettable desert safaris, camel rides, and star-gazing.

Tunisia has proven that it is a resilient and dynamic destination capable of competing with Africa’s leading tourism markets. As it continues to grow and refine its tourism offering, Tunisia is well on its way to securing its place among the top tourist destinations in Africa and the Mediterranean region.

Tunisia’s Key Tourism Statistics:

• 10.03 million visitors in 2025 by November.
• Tourism revenues of nearly TND 7 billion ($2.38 billion).
• Growth from major markets: UK (+40.1%), France (+6.4%), China (+18.6%).
• 4.4% of GDP from tourism in 2023.
• Cultural sites, beaches, and desert experiences driving tourism.