Tunisia National Tourism Marketing Plan 2023–2025

The general communication aim is to catch the attention of global travelers and dispel myths about the destination. The key messages work around geographic location and diversity, how untapped many of the experiences are, the potential for adventure activities, and the rich culture and ancient history of the country. The Marketing Plan recognizes the role of ONTT as the lead marketing agent, the role of the private sector as the lead sales agent, and outlines how these two roles work together to promote brand Tunisia. The Marketing Plan considers the role of ONTT head office in Tunis, as well as ONTT international offices. Diversification is a key area of focus, with the aim of competing more effectively in attracting the higher-value independent traveler in all markets. Tunisia will continue to have a strong offering for the group/all-inclusive business, but the focus of the marketing program is to compete for broader segments of the market and to increase the average spend of visitors. The Marketing Plan also addresses the need for Tunisia to leverage the marketing power of more players to sustain future growth. This will be achieved by ensuring that Tunisia's tourism brand is renewed and deployed for the long term, and by facilitating strong marketing partnerships at all levels of the distribution system. An Open Skies policy regime is considered critical to this success, as it would allow for more flexibility in air access and improve the competitiveness of Tunisia's tourism industry. The Marketing Plan includes a range of strategies to achieve its objectives, including the development of a compelling tourism brand, the modernization of marketing techniques, and the improvement of product and service quality. The Plan also recognizes the importance of addressing traveler concerns regarding safety and security, and includes strategies to improve destination cleanliness and promote a more diversified destination. The Marketing Plan is structured around the ONTT pillars of Diversification, Sustainability, and Digitalization, and includes a range of initiatives to achieve its objectives. These initiatives include the development of a digital marketing approach, the creation of a content management system, and the establishment of partnerships with key stakeholders. The Plan also includes a range of metrics to measure its success, including the number of visitors, the average spend of visitors, and the level of engagement with the tourism brand. The Marketing Plan is built on the insights gained from extensive consultations and workshops with stakeholders across the country. These consultations highlighted the need for a more compelling tourism brand, the importance of competing more effectively in the higher-value independent traveler market, and the need for more robust marketing partnerships. The Plan also recognizes the importance of engaging with the private sector and government to achieve its objectives. The Marketing Plan is a critical component of Tunisia's tourism strategy, and is designed to promote the country's tourism industry and increase its competitiveness in the global market. The Plan is built on the pillars of Diversification, Sustainability, and Digitalization, and includes a range of initiatives to achieve its objectives. These initiatives include the development of a compelling tourism brand, the modernization of marketing techniques, and the improvement of product and service quality.