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Tunisia is witnessing a notable rise in tourism from China, signalling the growing importance of the Chinese market for the North African nation’s travel industry. Anouar Chetoui, the commercial representative of the Tunisian National Tourist Office (ONTT) in China, announced a 16% increase in Chinese tourist arrivals between the start of 2025 and August 10.
Chetoui revealed that the country welcomed an impressive 16,000 Chinese visitors in just the first ten days of August alone. This uptick reflects strategic efforts by Tunisian authorities to better understand and respond to the preferences of Chinese travellers. According to him, Chinese tourists are showing a growing interest in Tunisia’s cultural and historical attractions, particularly archaeological sites, which goes beyond the traditional appeal of beach tourism.
He also highlighted the rising number of individual Chinese travelers—often high-spending and experience-driven—who engage in a broader range of activities. This demographic contributes significantly to multiple areas of the tourism sector, including local hospitality, gastronomy, transportation, and retail.
To capitalize on this momentum, Chetoui stressed the critical need for establishing a direct air route between China and Tunisia. He emphasized that such a connection would not only enhance Tunisia’s accessibility but also increase its attractiveness as a destination for Chinese tourists.
Additionally, the Ministry of Tourism is ramping up its promotional efforts in the Chinese market. This includes launching new targeted marketing campaigns, one of which is already underway in collaboration with a prominent Chinese social media influencer. Plans are also in place to expand and improve tour guide training programs to better accommodate the growing influx of Chinese visitors.
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This development underlines the increasing potential of the Chinese outbound tourism market for Tunisia and reinforces the importance of targeted investments. By focusing on tailored offerings, infrastructure improvements, and strategic promotions, Tunisia aims to solidify its position as a desirable destination for Chinese travelers and further diversify its tourism sector.
