Tunisia's export landscape is undergoing a significant shift as the country seeks to reduce its reliance on European markets. According to Maher Ben Aïssa, vice-president of the National Syndicate of International Trade Companies, the goal is to diversify exports to new markets, including China, Africa, and Arab countries. The strategy involves identifying the right products, targeting specific markets, and adapting to their needs. This approach aims to increase the value added of Tunisian exports and reduce the country's trade deficit.
The European market remains a crucial destination for Tunisian exports, accounting for 70.2% of total exports in the first eight months of 2026. However, Ben Aïssa emphasizes the need to consolidate this position while exploring new markets. The country's exports to Europe have been driven by its integration into European production chains, particularly in industries such as textiles and manufacturing. France, Italy, and Germany are among the key European markets for Tunisian exports.
China presents a unique opportunity for Tunisian exports, but it also poses significant challenges. Ben Aïssa notes that Tunisia cannot compete directly with China's industrial power and must instead focus on niche products and differentiated goods. These include natural and organic products, certain raw materials, and high-value-added manufactured goods. To tap into the Chinese market, Tunisian companies must have the right products, pricing, and certifications, as well as a suitable commercial network and logistics.
Africa offers a promising market for Tunisian exports, driven by geographical proximity, industrial expertise, and trade agreements with certain countries. However, accessing these markets is often hindered by practical obstacles such as financing, insurance, transportation, and payment mechanisms. Ben Aïssa stresses that conquering the African market requires more than just commercial missions and trade shows; it demands a comprehensive ecosystem that enables companies to establish themselves and operate sustainably.
The Arab markets also present a natural opportunity for Tunisian exports, but they require a tailored approach. In the first eight months of 2026, Tunisian exports to Egypt and Saudi Arabia increased significantly, while exports to Morocco, Algeria, and Libya declined. Ben Aïssa attributes these variations to differences in market needs, distribution channels, regulatory constraints, and consumer habits. He advocates for a market-by-market strategy to identify products that can compete effectively in each market.
To achieve its export diversification goals, Tunisia must renew its offer and focus on product transformation, differentiation, and value added. Ben Aïssa argues that exporting raw materials has limited economic impact compared to selling processed, packaged, certified, and high-value-added products. The country's export promotion agency, CEPEX, is working on a matrix to identify the most promising product-market combinations.
The success of Tunisia's export diversification strategy depends on the emergence of a new generation of exporters equipped with the necessary skills and expertise. Ben Aïssa emphasizes the importance of digital literacy, international market knowledge, and prospecting beyond traditional circuits. The use of artificial intelligence and other digital tools can also support this effort and enable Tunisian companies to compete more effectively in global markets.
Key points
- Tunisia aims to increase its exports to Africa to 5% of total exports.
- The country's exports to Europe accounted for 70.2% of total exports in the first eight months of 2026.
- Tunisia seeks to diversify its exports to new markets, including China, Africa, and Arab countries.
