The Tunisian National Tourist Offices deputy director general, Jamel Bouzid, explained how trade partners have been, and will be, so key to Tunisias return and growth as a key tourist destination.
"The British market is very, very important for Tunisia: it has traditionally been one of our upmost source markets. Right now the British market is picking up, this year the performance has been even stronger than 2022 with growth of 71% year-on-year.
"We are back at WTM to continue to enhance our partnerships with all our UK trade partners."
Those trade partnerships are pivotal to fuelling such impressive growth year-on-year, with the deputy director general continuing: "The growth is largely down to the hard work and support of our trade partners and the return of confidence from the British public.
"The growth of flight capacity to Tunisia has played a key role. We know that many people in the UK are looking for value-for-money destinations right now.
"easyJet has added a new route from Luton, with new routes for the summer from Liverpool and Glasgow. TUI Airways will also take flight with new routes from Bristol and Bournemouth next summer. There's a lot more choice and capacity which will cater for the growing demand."
Catering for current demand is one thing, but strategising for future growth is another. Jamel explained the destination's aims: "We have a strategy founded upon four axes, and the implementation of that strategy is already underway. Competitiveness, promotion, investment, and diversity will fuel our product through until 2035."
Underpinning the four strategic axes of Tunisia's ambitious targets is joint marketing campaigns with key strategic partners, including fam trips to help agents discover the potential and variety of experience and product in-destination.
With Tunisia best-served by airlines and packages during the summer, the seasonality is one key obstacle to overcome: "We are working to extend the season with year-round beach product, but also sustainable and authentic experiences. For example, the Culinary Route and Cinematic Route projects. This will enhance and develop the diversity of what awaits visitors."
Tunisia's 'Culinary Route' ticks off six Tunisian regions, presenting creative and culinary experiences curated by locals across six key products: Olive, Harissa, Octopus, Wine, and Dates. The 'Cinematic Route' spans over 15 sites across 10 regions, highlighting filming locations from Star Wars, Monty Python: The Life of Brian and more blockbuster hits.
All these initiatives are in service of one goal: "The objective is to reach 15 million tourists per year across all source markets. This year's aim was to restore 2019's levels: as of October 31st, we have slightly exceeded that aim."
Tunisia's is a continuing success story: with trade opportunities galore expected in 2024, find out all the latest at www.discovertunisia.com/en
