Tunisia is targeting half a million UK visitors as it builds on record demand, according to Tunisian National Tourist Office’s Director General, Mohammed Mehdi Haloui, speaking at WTM London
The Director General and Acting Director, Fakhri Khalsi, sat down with Travel Bulletin at the event to discuss ambitious plans to increase visitation to Tunisia.
The destination welcomed around 450,000 British visitors last year, a record figure, and the market continued to perform strongly in 2026.
By October 20th, UK arrivals were up 11% year-on-year, with the tourism board expecting another record-breaking year.
The ambition is to reach the half-million mark, either by the end of this year or in 2027.
A broader programme
While Tunisia remains a popular choice for beach and all-inclusive holidays, the tourism board is eager to show UK and Irish travellers that there is much more to discover.
“I think it's very important to show our visitors cultural aspects, gastronomy, golf, beaches, and many other products, and I think this helps with returning customers because every holiday you can discover more and more other products.
“I think for the UK market, it's very important to show them the desert, as it’s not very well known for this market, and the activities that can be had there, like camels and quad biking. Tunisia is a small country, but it is very rich and diverse in history, culture and landscapes. In just a few hours, you can discover something completely different.”
Working more closely with specialist tour operators is central to the destination’s strategy. Since 2025, the tourism board has been a member of the Adventure Travel Association, helping it connect with operators specialising in cultural tours and adventure holidays.
Fakhri said the board was working with UK operators to bring more Tunisia products to the market. Explore has already started offering the destination, while Exodus is expected to add Tunisia to its programmes next year.
The country’s compact size is presented as a strong selling point for touring holidays. Visitors can experience very different scenery within a relatively short journey, from the greener landscapes of the north to the coast and the Sahara.
Airlift in the pipeline
Improved air connectivity remains a key priority, with the tourism board looking to build on the growth in UK services seen since 2022.
The Director General highlighted opportunities to work with airlines including easyJet and Jet2, with Jet2 services expected to begin in May 2027. New TUI flights from Gatwick to Djerba are also planned, alongside Jet2 services to Enfidha.
The board is particularly eager to increase flights to Djerba, which currently has limited UK connections, and is also exploring additional services to support city-break demand.
“I think it's very, very important to have more connectivity from all the regions of Tunisia, from the South and the North. I think it's very possible to do it. Connectivity from the UK is very important for driving more travellers to Tunisia.”
First-hand experience
Travel agents remain a key focus for Tunisia, with multiple initiatives in place to help expand their knowledge of the destination, from practical assistance and training opportunities to fam trip places.
“We believe that seeing is believing,” Fakhri said. “When [agents] visit and experience the destination themselves, their trust and confidence will be much higher, so they can recommend Tunisia to their clients.”
The board is also highlighting events that could provide fresh reasons to visit. These include celebrations marking the 15th anniversary of the filming of Star Wars in Tunisia, as well as a solar eclipse in August next year, which will be visible in the country for several minutes.
WTM London 2026 runs from November 3rd-5th, at the ExCel London
