Figures recently published by CETO (The Association of French Tour Operators) and FRAM travel agency appeared to paint a rosy picture of the Tunisian tourism sector in 2007. CETO’s figures showed an increase in French tourists of 3.8% for Tunisia, compared to a decline for Morocco by 2.8%. By comparison, FRAM’s figures had French tourism to Tunisia up 5%, and Morocco down between 2% and 3%.
However, all is not well in Tunisian tourism. Behind these apparently impressive figures lie some worrying trends. Arrivals from other European countries were down — Germany by 6% to 514,000; Italy by 4.3% to 440,000; and the UK by 11% to 312,000. Moreover, average spending per head in Tunisia is only $333, well under half of Egypt’s $850 and less than a third of Morocco’s $1,040. Growth in the sector is down to just 3% annually.
Tunisia’s problems are primarily structural. The poor level of returning tourists is often attributed to second-rate service and badly maintained facilities in many hotels. Even the country’s monetary authority, the Central Bank, said in its annual report that, despite efforts by the public authorities results remain below target and “operators in this sector need to focus more closely on improving the quality of services, which remains the key to non price competitiveness.”
The need to diversify
Other experts see different problems. Fitch Ratings believes Tunisia’s tourism sector now suffers from the massive drive to increase bed numbers which has resulted in a non-diversified over-capacity, based almost entirely on seaside hotels, and the hoteliers’ resulting dependence on international tour operators for selling their rooms. One industry insider told OBG that “despite diversifying, Tunisia has not been able to shake off its image as a mass tourism destination.” Constrained by its seasonality, Tunisia must further diversify tourist activities and infrastructure by maximizing its resources. “The means and abilities exist but Tunisia does not develop and promote its tourism sector efficiently enough at the international level,” the same observer said. Poor promotional schemes have also brought criticism from the Federation Tunisien des Hoteliers. Federation president Muhammad Belajouza says promotional budgets are not an expenditure, but an investment, which is profitable even in the very short term. For each 1,000 dinars ($770) invested in tourism, he said “we can get at least double back in convertible currency. This has been proved in the past”.
The national tourism authorities know the sector must do better, and are attempting to tackle the problem. The National Tourism Office and the Ministry of Tourism have set up three working groups with the hotel federation, focusing on quality, training programs and the sector’s financial situation. The national Mise à Niveau (upgrading) program has also turned its attention to tourism, with 45 hotels selected for the first phase of the project. Ultimately, 150 hotels will be renovated as part of this program. President Ben Ali has turned his attention to the sector also, calling for the development of a national strategy to take the industry up to 2016.
However, if Tunisia truly wishes to compete with Morocco, it must diversify beyond seaside tourism and make more of its enviable cultural heritage. Currently only about 10% of foreign visitors take the time to step outside their resorts, while the consumption of cultural heritage isn’t much better among the Tunisians themselves. The historical site of Carthage port is currently little more than a ditch, and tourists wishing to sample the delights of the Punic coast must contend with taxi touts and poorly regulated “guides”.
Steps have been made in this area: in 2001 the World Bank financed a $25 million Cultural Heritage Project, and more recently $30 million has been allocated for the development of Carthage-Sidi Bou Said National Park. Compared with the billions earmarked for real estate developments half an hour down the road in Tunis, these are distinctly small fry. A truly forward strategy by the government would see much more money invested into these sites, and more work done to promote them.
It is certainly possible, and there are signs that Tunisia may be heading in the right direction. On the picturesque island of Djerba — Homer’s Isle of the Lotus Eaters — one has a plethora of over-priced, second-rate and poorly-maintained mass-market seaside hotels to choose from. Or, for less than $30 a night including breakfast, you could stay in a renovated funduq such as the Erriadh in Houmt Souk, and experience some authentic Tunisian charm.




