The Tunisian tourism sector is beginning a major strategic shift by placing the domestic market and local visitors at the heart of its growth model. Lotfi Brahmi, executive of the FTAV, unveiled an ambitious roadmap aimed at almost doubling the share of nationals in hotels within two years.
The offensive will start on May 7 with the launch of the “Tunisian Travel Market” show at the Cité de la Culture. More than a simple exhibition, this event under the aegis of the Ministry of Tourism marks a break with the traditional model to establish an annual meeting dedicated to the destination Tunisia. The challenge is high: increasing the share of domestic tourism from 30% currently to 50% of overall nights by 2028.
To succeed in this challenge, Lotfi Brahmi, who spoke on the radio, is banking on an upscaling of services and an adaptation of offers to local purchasing power. It also highlights the untapped potential represented by Algerian and Libyan clienteles, whose integration into formal circuits remains insufficient despite massive flows.
Faced with criticism of high prices, the expert points to an essential lever for cultural change: advance booking. By generalizing this reflex, Tunisian households could access significant discounts, thus guaranteeing a sustainable balance for the sector, less dependent on international vagaries and active throughout the year.
