“Tunisia is one of the safest tourist destinations in the world,” French President Francois Hollande told a gathering of tourism stakeholders in Tunis in early June. If he had been talking about three years ago, nobody would have doubted his statement. Yet despite the recent political turmoil, officials are hopeful tourism is picking up again after a three-year dip.

“Tunisia is one of the safest tourist destinations in the world,” French President Francois Hollande told a gathering of tourism stakeholders in Tunis in early June. If he had been talking about three years ago, nobody would have doubted his statement. Yet despite the recent political turmoil, officials are hopeful tourism is picking up again after a three-year dip.

“Last minute bookings could still save the tourism season in Tunisia. The numbers of English and Russian tourists especially coming to Tunisia broke the records this year”, Director General of the Tunisian National Tourism Office (ONTT) Habib Ammar told Correspondents.

Increase in number of arrivals

The Ministry of Tourism is keen to play down the impact that recent political events have had on the sector with empirical evidence from new arrival figures. The number of tourists in June 2013 shows a 5% increase compared to the same period in 2010, and an increase of 18 per cent compared to the same period in 2012, according to official numbers issued by the Tunisian Ministry of Tourism.

Tourism stakeholders say the government shouldn’t rest on its laurels though. “Politicians’ inability to fix issues pertaining to the reconstruction of the tourism sector, along with decreased security in the post-revolution period, stand as obstacles in the way of restoring the bright image of tourism in Tunisia, which is suffering,” says Ridwan ibn Salih, president of the Tunisian Federation of Hotels.

Alarm bells from Egypt helped Tunisia

Salih says unrest in neighbouring Egypt and Libya have helped Tunisia remain moderate however. “After what happened in Egypt, we need to send a message to the international community, particularly the tourists who are still hesitant to visit Tunisia, to assure them about the safety and stability of Tunisia,” says Salih, optimistic at the recent figures that point to an increase in arrivals.

Some believe the trouble in Egypt and Turkey could even benefit Tunisia’s tourism sector.  “The current eruptions in Egypt may change the destination of tourists from Egypt to Tunisia,” says Mohamed Ali Toomi, president of the Tunisian Federation of Travel Agencies.

Government tourism policy endorsed by public

Tunisians certainly hope so. According to a survey conducted by an agency operating under the umbrella of the Tunisian National Tourism Office, 85 per cent of Tunisians believe that tourism helps the country to be open to the world.

Fifty-one per cent of Tunisians believe that the current government endeavors to develop the tourism sector – the rest considers the work of the government, the political conflict, the unfinished constitution and the interim phase as factors discouraging holiday makers.

The Tunisian National Tunisian Office (ONTT) has launched a number of focused promotion campaigns to encourage the return of tourists.

Tourists weary after recent attacks

Attacks on the American embassy and several political assassinations have left tourists uneasy about holidaying in Tunisia. But according to the records of the Borders and Foreigners Department at the Ministry of Interior, 674,721 visitors nevertheless entered Tunisia in May 2013, a period of high security unrest.

Officials say Tunisia appeals to a specicfic demographic of tourists, who remain undeterred by the security climate. “Tourism services in Tunisia are still the most cost-effective for tourists with financial difficulties. Tourism in Tunisia remains affordable for budget European travelers,” says Zubair al-Jababli, director of the media office in the Ministry of Tourism.

PR drive to restore clean image

Just to be sure, the government has unleashed an extesnive PR campaign to boost the country’s profile, promoting Tunisia in foreign magazines and newspapers, particularly in the French print media. Info centres have also been established in cities such as Tataouine, Douz, Qabli, Djerba, Tabarka, El Djem and Sidi Bou Said.

Some hotels have complained that the government has not done enough however to guarantee tourists’ security. Recent incidents, such as the attack on eight Tunisian soldiers in the al-Shaanbi mountains by Islamist insurgents, have dented the image of a serene holiday resort. But last month Minister for Tourism Jamal Qamra rejected any connection between the number of tourist arrivals an the al-Shanbi ambush.

Nearly half a million jobs at stake in sector

“The Shaanbi Mountain incident had no effect on the tourism sector in Tunisia. No bookings or trips were canceled and the number of British tourists, compared to 2012, is 24 per cent higher,” Qamra said in a statement in July.  “The decrease in the number of French tourists is due to the exaggeration of the French media about the status of security in Tunisia and the economic downturn in France. Nevertheless, Tunisia welcomed 329,000 French tourists during the month of June 2013,” said Qamra. 

The Tourism sector is vital to the economy of Tunisia as it generates 7% of the Gross Domestic Product (GDP) and provides 400,000 jobs. The number of Tunisians depending on the sector is estimated to be about two million. While the number of arrivals looks to be peeking again, Tunisians will be hoping that Francois Hollande’s call “to visit Tunisia” continues to appeal.