The Institute of Arab Business Leaders (IACE) has released a report on the Tunisian tourism sector, highlighting its strengths and weaknesses. According to the Travel & Tourism Development Index 2026 (TTDI) by the World Economic Forum, Tunisia ranks 82nd out of 110 economies. The country's score has remained stable, while the regional average has increased by 2.5%. The IACE notes that Tunisia's competitive pricing, safety, and health-hygiene are major advantages.
The IACE report identifies several constraints hindering the sector's growth, including inadequate air transport infrastructure, land infrastructure, and preparedness for information and communication technologies (ICTs). To address these challenges, the IACE recommends a comprehensive overhaul of the national tourism policy. This includes improving accessibility and connectivity to tourist destinations, diversifying and creating value, enhancing skills and transforming professions, and promoting digitalization.
To improve accessibility and connectivity, the IACE suggests mapping connectivity deficits and identifying essential air links. It also recommends integrating accessibility into investment planning and linking infrastructure to existing tourist hubs and potential areas. Additionally, the IACE proposes mechanisms to incentivize air services to high-potential markets and periods.
The IACE also emphasizes the need for diversification and value creation in the tourism sector. This involves developing a strategy to identify opportunities to increase spending, lengthen stays, and reduce seasonality. The institute suggests valorizing territorial assets by associating local authorities, businesses, and investors to transform under-exploited resources into marketable tourist products.
Furthermore, the IACE stresses the importance of enhancing skills and transforming professions in the tourism sector. This includes establishing a regular monitoring system for tourism professions and adapting training programs to meet business needs. The institute also recommends developing short-term training and retraining programs to address evolving sector requirements.
The IACE report also highlights the need for digital transformation in the tourism sector. This involves conducting a national digital maturity assessment, accelerating digitalization of commercial functions, and developing shared access to AI tools, data, and digital solutions. The institute also advises strengthening the national tourism data system and establishing a performance dashboard to monitor key indicators.
The TTDI is not a direct measure of tourism performance but rather an assessment of factors that create conditions for sustainable and resilient sector development. The index does not measure tourist arrivals, revenue, or spending. The IACE's recommendations aim to support the development of a competitive and sustainable tourism sector in Tunisia.
Key points
- The Tunisian tourism sector ranks 82nd out of 110 economies in the Travel & Tourism Development Index 2026.
- The Institute of Arab Business Leaders (IACE) recommends improving accessibility, diversifying and creating value, and enhancing skills to boost the sector.
- The IACE also emphasizes the need for digital transformation and strengthening the national tourism data system.
