Tunisia's Rise to Prominence in the Global Tourism Market
As the global tourism market continues to reinvent itself amidst economic and geopolitical uncertainties, Tunisia is confirming its growing influence, particularly among French vacationers and families. Following a particularly dynamic summer season in 2025, the country has managed to establish itself as a flagship destination, overtaking traditional competitors like Morocco and Montreal.
According to a recent study by OpinionWay, conducted for the travel comparator Liligo, Tunis has risen to the top of the list of preferred destinations for French tourists. This success can be explained by a strong trend towards shorter, more economical, and geographically accessible stays, a direct consequence of the decrease in the average vacation budget, now estimated at €1,143 per person. This budget reduction is mainly attributed to persistent inflation and international uncertainties, which are prompting travelers to rethink their choices.
In this context, Tunisia is benefiting from its geographical proximity to France, its pleasant Mediterranean climate, and its rich cultural offerings. These combined factors explain the growing popularity of Tunis, which has taken the top spot ahead of Marrakech, a Moroccan city that was previously very popular but has now fallen to ninth place in the ranking of destinations booked by the French. Montreal, which had dominated this ranking for three years, is also losing ground.
The decline in attendance in Marrakech is particularly linked to the surge in prices observed on the spot, discouraging some French travelers who are now seeking a better quality-to-price ratio. Tunisia, with its competitive prices, offers an attractive alternative.
Beyond the general market, Tunisia is experiencing a marked surge in family tourism. According to a study by the tourist guide Dertour, family bookings increased by 6% during the summer of 2025 compared to the same period last year. This dynamism testifies to the country's ability to meet the specific expectations of vacationers with children.
The destination is particularly attractive due to its adapted infrastructure, with many hotels and clubs offering activities for children, as well as excursions designed for the whole family. The secure beaches, historical sites, excursions into the Saharan desert, and discovery of picturesque villages enrich the tourist experience.
This family success is based on an excellent quality-to-price ratio, a key factor in the choice of families who are often budget-conscious while seeking a diversity of activities.
Tunisia's progress in the family tourism segment illustrates a broader evolution of the Tunisian tourism sector, which is striving to innovate and diversify its offerings. Adapting to the expectations of different traveler profiles, whether young couples, families, or seniors, contributes to strengthening the country's overall attractiveness.
While competition remains fierce in the Mediterranean, Tunisia seems to have found the recipe for durably seducing French tourists, offering an accessible, authentic, and adapted destination that meets the current needs of vacationers.
