Riding a wave of robust post-pandemic recovery and heightened appetite for experiential travel across the Asia-Pacific region, Tunisia is actively stepping up its presence across key Far Eastern source markets.
Anchored by aggressive roadshows, high-impact influencer collaborations, and an expanding trade presence from Beijing to Tokyo, the North African nation is courting both leisure and MICE segments with a narrative rooted in safety, rich cultural heritage, and Mediterranean warmth.
We recently caught up with Anouar Chetoui, chief representative in China for the Tunisian National Tourism Office (ONTT), who shared his insights into how targeted trade engagements and strategic pivots are transforming Tunisia into an enticing alternative for discerning Asian travellers.
China is driving double-digit growth for Tunisian tourism
Tunisia’s concerted marketing drive in East Asia began bearing tangible fruit following its active participation in ITB China in Shanghai.
According to Chetoui: "Since our participation at ITB China in Shanghai, we intensified our work and our marketing plan. Our country saw an increased number of Asians, especially Chinese tourists, going to Tunisia."
The momentum has been swift: official figures show Chinese arrivals climbed by 19.3 percent in 2025 compared to 2024.
That trajectory has accelerated into 2026, with arrivals for the first two months alone surging by 20 percent year-on-year.
Beyond mainland China, the tourism board is widening its regional scope to capture high-yield outbound flows from Japan and South Korea.
Taking Tunisia on the road
To sustain this upward momentum, ONTT is deploying an ambitious calendar of B2B and B2C activations throughout 2026.
Alongside trade representation at the Macau International Travel Trade Expo (MITE), ITB China, and similar events, Tunisia is mounting high-level delegations comprising inbound tour operators, hoteliers, and ministerial leaders across major regional forums.
Indeed, the country’s participation was also noted at the Korea World Travel Fair (KOTFA) in June, the JATA Tourism EXPO Japan in September, and the recently concluded China Outbound & Inbound Tourism Market (COITM) in Beijing.
Chetoui said: "This was our fourth or fifth time at JATA, but this year we had a special booth, accompanied by a delegation from Tunisia, our travel agents, and leaders from our ministry;”
The promotional strategy balances traditional trade diplomacy with cutting-edge digital reach. ONTT recently concluded a multi-destination media and familiarisation trip across northern Tunisia for Chinese travel agents, media representatives, and key opinion leaders (KOLs).
Chetoui added: "We are working heavily on online platforms with KOLs for live streaming and interactive Q&A sessions. Each live broadcast reaches more than 300,000 viewers. Following our recent ministerial meetings, we are preparing to roll out similar roadshows and digital campaigns into Japan and South Korea."
Against the headwinds
The aggressive push into East Asia comes against the backdrop of shifting travel dynamics caused by ongoing tensions in West Asia.
While flight corridors and regional transit patterns have faced disruption, Chetoui highlighted Tunisia's geographic insulation and operational resilience.
As Chetoui put it: "Our country is far from the crisis zones; we are roughly 3,000 kilometres away.”
While Gulf hubs like Doha, Dubai, and Abu Dhabi remain traditional transit points for Asian tourists journeying to North Africa, initial tensions caused a manageable 20 percent dip in bookings, far below the steep cancellations witnessed across parts of Europe.
Chetoui said: "Now, our partner tour operators have adapted by routing through alternative European hubs, including Istanbul, France, and Italy.
He likewise noted that flight resumptions from Gulf carriers like Qatar Airways and Emirates have restored essential seat capacity to and from Asian gateways.
Heritage tourism and MICE
For travel trade professionals looking to diversify their product portfolios, Chetoui believes Tunisia possesses a distinctive blend of history, hospitality, and modern infrastructure that stands out in the wider Mediterranean basin.
He said: "Tunisia is a country with 3,000 years of history. Tunisians are proud of their country and eager to welcome visitors. We have genuine warmth and hospitality; we care for our guests from the bottom of our hearts."
He likewise pointed to the country’s diverse assets: nine UNESCO World Heritage sites, an array of intangible cultural traditions, and high-end accommodation ranging from boutique heritage guesthouses to five-star eco-resorts.
Furthermore, Tunisia is positioning itself as a premier venue for business events, building upon a well-established European corporate base.
He concluded by saying: "Tunisia is already exceptionally well-known as a MICE destination for European multinationals and major corporate retreats. Now, we want to expand that appeal to Asia. During our latest familiarisation trip, we brought Chinese MICE specialists to connect directly with local partners. There is immense potential here, and our Beijing office stands ready to assist the trade in organising bespoke itineraries, roadshows, and partnerships."
