Tunisia is a privileged destination for investors in the tourism sector, offering highly attractive prospects in this regard, thanks to its strategic geographic position, its resilient economic environment, and its proactive policy in favor of foreign direct investment.
For good reason, the country possesses several major assets for tourism development: World Heritage-listed sites, national parks and top-tier infrastructure.
In this context, Sebastian Ebel, executive director of the TUI Group for Travel, stated on March 4, 2026 in Berlin the remarkable competitiveness of the Tunisian destination, thanks to its service quality at competitive prices.
During a meeting with Mohamed Mehdi Haloui, the general director of the National Tunisian Tourist Office (ONTT), on the sidelines of ITB Berlin, he announced the expansion of TUI’s activities in Tunisia and new investments. This global group, Europe’s leading tourism operator, already runs 13 Tunisian hotel units and acquired a hotel in Tozeur in 2025. This statement reinforces confidence in Tunisia’s post-pandemic tourism potential.
Strengths highlighted by the European travel leader
Sebastian Ebel highlighted the excellence of Tunisian infrastructure: Hammamet’s pristine beaches, Carthage’s historic sites, international golf courses and high-end thalassotherapy. Prices 20-30% lower than in Turkey or Egypt attract European families and seniors.
The mild winter climate and recent security stability consolidate Tunisia’s position as Germany’s fourth destination. TUI appreciates diversification toward the Sahara and the mountains, beyond the traditional Mediterranean coastlines.
Investments and projects
TUI plans to acquire two 5-star hotels in Djerba and Mahdia, bringing the number of managed units to 15. The global service center in Sousse, employing 500 highly qualified Tunisian professionals in IT and customer support, is enjoying remarkable success.
Direct charters from 12 German airports will boost 800,000 annual tourists by 2028. Partnerships with local operators target desert excursions and wine tourism in the Northwest. The CEO praises Tunisian digital skills, accelerating online booking.
TUI commits to acquiring 2 hotels in 2026; German charter flights increasing by 20%; the Sousse outreach center expanding to 800 employees; Sahara-thalasso launch packages; targeted digital marketing; training 200 multilingual guides; tracking customer satisfaction via NPS; partnerships with 10 local tour operators. These initiatives double TUI Tunisia’s market share by 2028.
