Speaking to TTG at WTM London, Mohamed Mehdi Haloui, director general of the Tunisian National Tourism Office, attributed the growth in British tourists to increased airlift.
EasyJet now flies to the country year-round, enabling Tunisia to spread tourism throughout the year and allowing hoteliers a more sustainable year-round business model.
Haloui also acknowledged value as a key driver, referencing UK cost of living pressures. He said Brits were increasingly looking for more affordable holidays, and insisted Tunisia offered more competitive pricing than other Mediterranean destinations.
The UK has now overtaken Germany to become Tunisia’s second-largest source market after France.
However, it's not the only one that is growing; visitors from the US went up by 4% year-on-year in the year to 31 October 2025, while overall visitor numbers have increased by 9% year-on-year to 9.5 million.
Tunisia is now gearing up for a busy 2026 with plans to celebrate the 50th anniversary of the filming of Star Wars in the country. Meanwhile, its hotel sector is poised for a £350 million investment with a programme of renovations and upgrades planned.
Next year will also see the country focus on promoting the island of Djerba, with easyJet operating four year-round direct flights from the UK to the resort.
Haloui said Djerba offered the perfect winter alternative for Brits wanting something different, with temperatures averaging around 20 degrees in December.
He was also keen to stress the importance of travel agents to the country, with plans to hold more fam trips next year. “We want to help agents understand our product and why they should encourage clients to visit,” he added.
