Tunisia, I am going there

With the claim “Tunisia, io civado” (Tunisia, I am going there) among the testimonials from the Italian market, Ms. Emma Bonino, the Euro Parliament politician, the tourism campaign for Tunisia was presented to the Italian press during a short fam trip to Tunis, which included 3 Italian top tour operator specialists on the destination – Immediately Travel, I viaggi del Turchese, and ITC.

“We will launch a tactic ad campaign,” said Dora Ellouze, Director of Tunisian Tourism in Italy, to test the perception of the target market, and an advertising campaign that will use real billboards in major cities, radio, television, and print. We will need the support of the media and tour operators who have become our ambassadors, to convey the image of a safe country – quiet and even more hospitable than before.”

“Tunisia,” added Ellouze, “lives mainly on tourism, considering that it accounts for 7% of our GDP; also it is the sector where young Tunisians are pinning more chances for employment and professional growth. So we start from a phrase – ‘Io civado’ – evoking a choice, a decision to travel, and extends the message to the major European markets, from the Italian market as priority, whose contribution amounted to 252,000 tourists arrivals. We will work to achieve at least the same numbers in 2015.”

Full support from tour operators

Tunisia at least has the full support of the tour operators. Comments of travel experts suggest that the promotional relaunch should highlight the image of a country rich also in culture, history, places of rare beauty, and artistic architecture. Add to that the new solution accommodations of Dar, palaces, and historic houses converted into hotels whose suites are decorated with local ceramics and tapestries, and last but not least, the hotels of charm.

Next to a visit to the Bardo Museum, one of the main archaeological museums in the Arab world, an integral part of the fam trip of Tunisian Tourism was a visit to Tunis City in the heart of Medina; the Dar el Beyrem, a historic building converted into a luxury hotel; and Villa Bleue, small charming hotel in Sidi Bou Said, with breathtaking views of the Gulf in a town renamed the “Tunisian Positano.”

Space for the creativity of the tour operators

Other strong points for the revival of Tunisia come from the creativity of the tour operators, as proposed by ITC Travel and explained by Chiara Hercules, Product Manager: “Alongside the traditional stays, we launched a cooking show. Our tourists are invited to do food market shopping together with local people, and then the products are cooked in the home of local families and eaten together. The experience has proved to be successful and is planned to repeat. It is a gimmick that can help the re-launch of the destination.

It is good to propose and prepare for the future, because as pointed out by Armanna Trotti, Product Manager of the destination for “I Viaggi del Turchese,” it supports the initiative that could help to recover confidence in Tunisia since, according to her, it will take time to return to the figures reached in 2014. She said they will continue to propose ideas to market Tunisia with the collaboration of its Tourism Board and Tunis Air, and patiently diversify the offers and the target.

“The support of Tunisair will remain unchanged,” stated Habib Ben Slama, GM to Italy, who confirmed the scheduled air services and the charter operation. The results achieved up to the end May through early June will determine the future air schedule decision. “A very effective signal of confidence to the traveler should be given, however, from the shipping companies by re-instating Tunis in their cruises program,” added Mr. HB Slama.

The Tunisian Tourist Office has confirmed that they are working at the institutional level to induce Costa and MSC cruise companies to reinstate Tunis in their cruising programs, which could equate to a contribution equivalent of about two million cruise transit passengers a year. This would rebuild traveler’s confidence and contribute to bringing Tunisia as a tourism destination back on track again.