Tunisia Regains Its Tourists
13 February 2012
Read by 1682 persons
Since the 2011 revolution, tourism has collapsed in Tunisia. The Tunisian Minister of this strategic sector explains to Point.fr how he plans to reverse the trend.
Two million tourists lost, 3,000 jobs destroyed, 33% less revenue. The year 2011 proved disastrous for tourism in Tunisia, which suffered the full impact of the Jasmine Revolution. Appointed on December 24th as Minister of Tourism in the coalition government, Elyes Fakhfakh wants to restore this strategic sector, which represents 7% of the country's economy, to its former glory. Better yet, he wants to take advantage of this crisis situation to bring in a new approach and upgrade its image. During a trip to Paris, Elyes Fakhfakh revealed his strategy to Point.fr.
Le Point.fr: How can Tunisian tourism find a new lease on life?
Elyes Fakhfakh: First of all, we must relaunch the destination. Initially, encourage as many journalists and opinion leaders as possible to come to Tunisia to see what is really happening. The psychological shock of the Arab Springs is disturbing tourists. There is a lot of confusion between what is happening in Syria, Libya or Egypt. That is why we want to communicate as much as possible to reassure people. With the Minister of Culture, Frédéric Mitterrand, we had the idea of organizing a major musical event in Tunis to promote our tourist site. Then, in the medium and long term, we will need to develop structural projects to diversify tourism.
Will communication alone be enough to bring tourists back?
Not only that. We must enhance our offer. Since independence, Tunisia has made tourism a pillar of the economy. But in the meantime, the political powers in place have become somewhat complacent, focusing too much on seaside tourism. In winter, there are only 20% of tourists, the rest coming in summer. We must rebalance this distribution of tourists.
Why?
It's easier. The sun and beautiful beaches make Tunisia an ideal destination for summer holidays. But that is too simplistic. Tunisia is also and above all a heritage more than 3,000 years old. The natural, cultural and archaeological riches are not exploited to their full potential. The infrastructures and accommodations - rural cottages, guesthouses, gourmet restaurants - are not suitable. So we need to develop and improve these places. But this won't happen overnight. It's a strategic vision over at least 10 years, I think.
So you intend to break with this image of "low-cost" tourism...
Not exactly. We currently have entry-level seaside tourism in Tunisia. So we want to develop high-end tourism in parallel. Tunisia has the means to maintain competitive value-for-money offers while offering alternative tourism with high added value. It is very important to diversify to attract other types of tourists. This will increase our revenue and, above all, create jobs in geographical areas that have been neglected until now. Those very areas from which the revolution started.
A revolution that brought the Ennahda party to power, which is causing some concern, particularly in France, which could have a negative impact on tourism...
I don't like that term. The word "Islamist" refers to a compartmentalized conception that brings to mind the Taliban and September 11th. For me, Ennahda is a conservative, civil and certainly not religious party. Moreover, it practices this logic exactly in the exercise of power. If Ennahda wishes to claim values close to Islam - such as honesty, social justice, mutual aid or integrity - there is no problem, as long as it remains within the framework of the law. Especially since Ennahda was elected by a majority of Tunisians who found themselves in the values it embodies.
Precisely, how would this "traditional" Tunisia react to the arrival of Western tourists?
Tunisians have always lived with tourists. They are very open by nature. But that doesn't prevent them from remaining attached to their identity, their Arab identity and their traditions. This is not contradictory. In the North as in the South, tourists are welcome. If there are places with less tourist activity, it is simply due to the lack of means to accommodate foreigners. In Tunisia, open-mindedness and proximity to other civilizations are part of the country's history.
Lepoint.fr
Published on February 11, 2012.
Posted online on February 13, 2012.
Two million tourists lost, 3,000 jobs destroyed, 33% less revenue. The year 2011 proved disastrous for tourism in Tunisia, which suffered the full impact of the Jasmine Revolution. Appointed on December 24th as Minister of Tourism in the coalition government, Elyes Fakhfakh wants to restore this strategic sector, which represents 7% of the country's economy, to its former glory. Better yet, he wants to take advantage of this crisis situation to bring in a new approach and upgrade its image. During a trip to Paris, Elyes Fakhfakh revealed his strategy to Point.fr.
Le Point.fr: How can Tunisian tourism find a new lease on life?
Elyes Fakhfakh: First of all, we must relaunch the destination. Initially, encourage as many journalists and opinion leaders as possible to come to Tunisia to see what is really happening. The psychological shock of the Arab Springs is disturbing tourists. There is a lot of confusion between what is happening in Syria, Libya or Egypt. That is why we want to communicate as much as possible to reassure people. With the Minister of Culture, Frédéric Mitterrand, we had the idea of organizing a major musical event in Tunis to promote our tourist site. Then, in the medium and long term, we will need to develop structural projects to diversify tourism.
Will communication alone be enough to bring tourists back?
Not only that. We must enhance our offer. Since independence, Tunisia has made tourism a pillar of the economy. But in the meantime, the political powers in place have become somewhat complacent, focusing too much on seaside tourism. In winter, there are only 20% of tourists, the rest coming in summer. We must rebalance this distribution of tourists.
Why?
It's easier. The sun and beautiful beaches make Tunisia an ideal destination for summer holidays. But that is too simplistic. Tunisia is also and above all a heritage more than 3,000 years old. The natural, cultural and archaeological riches are not exploited to their full potential. The infrastructures and accommodations - rural cottages, guesthouses, gourmet restaurants - are not suitable. So we need to develop and improve these places. But this won't happen overnight. It's a strategic vision over at least 10 years, I think.
So you intend to break with this image of "low-cost" tourism...
Not exactly. We currently have entry-level seaside tourism in Tunisia. So we want to develop high-end tourism in parallel. Tunisia has the means to maintain competitive value-for-money offers while offering alternative tourism with high added value. It is very important to diversify to attract other types of tourists. This will increase our revenue and, above all, create jobs in geographical areas that have been neglected until now. Those very areas from which the revolution started.
A revolution that brought the Ennahda party to power, which is causing some concern, particularly in France, which could have a negative impact on tourism...
I don't like that term. The word "Islamist" refers to a compartmentalized conception that brings to mind the Taliban and September 11th. For me, Ennahda is a conservative, civil and certainly not religious party. Moreover, it practices this logic exactly in the exercise of power. If Ennahda wishes to claim values close to Islam - such as honesty, social justice, mutual aid or integrity - there is no problem, as long as it remains within the framework of the law. Especially since Ennahda was elected by a majority of Tunisians who found themselves in the values it embodies.
Precisely, how would this "traditional" Tunisia react to the arrival of Western tourists?
Tunisians have always lived with tourists. They are very open by nature. But that doesn't prevent them from remaining attached to their identity, their Arab identity and their traditions. This is not contradictory. In the North as in the South, tourists are welcome. If there are places with less tourist activity, it is simply due to the lack of means to accommodate foreigners. In Tunisia, open-mindedness and proximity to other civilizations are part of the country's history.
Lepoint.fr
Published on February 11, 2012.
Posted online on February 13, 2012.
