Tunisia Steps Up Efforts to Position Itself as a Luxury Tourist Destination in China
In a context of increased competition between Mediterranean countries, Tunisian authorities are betting on diversifying emitting markets and seeking to attract a high-spending Chinese clientele.
According to official figures, 27,762 Chinese tourists visited Tunisia between January and July 2025, representing a 15.3% increase compared to the same period last year. This growth is all the more notable given that there are still no direct flights between Tunisia and China, illustrating the growing interest in the destination.
Aware of the economic potential of this market, the Ministry of Tourism and the Tunisian National Tourism Office (ONTT) are redoubling their initiatives. In September, the ONTT office in Beijing participated in two major events: the Guangzhou International Tourism Fair and the China International Fair for Trade in Services. The goal is to strengthen Tunisia's visibility and attract a targeted audience of high-end travelers.
The Tunisian strategy also combines digital promotion, economic and cultural diplomacy, and direct actions with major Chinese tourism players. The idea is to build solid partnerships with leading travel agencies and international platforms to attract tourists who are capable of spending large amounts.
According to the World Tourism Organization, a Chinese traveler spends an average of $3,500 to $5,000 per stay, nearly four times more than a European tourist. The targeted clientele comes mainly from metropolises like Beijing, Shanghai, Guangzhou, or Shenzhen, and consists of senior executives, entrepreneurs, and wealthy young urbanites.
While Tunisia has undeniable assets – cultural heritage, varied landscapes, competitive hospitality – a major challenge remains: the lack of direct air links with China. To hope to rival other Mediterranean destinations already well-positioned, Tunis will have to overcome this strategic obstacle.
With a targeted policy and reinforced actions in Asia, Tunisia hopes to take a significant step forward and transform the Chinese market into a true growth driver for its tourism sector.
