Product diversification and improvement in quality

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2 Product diversification and improvement in quality The Tunisian economy staked its future success long ago on the tourist industry, deploying all of the tools needed to make it happen and it s a bet that today we can safely say has been won. In fact, the results achieved in tourism continue to improve with each passing year.

3 There are many indicators that illustrate the remarkable degree to which the tourist industry has evolved so positively. Tourism generates 7% of Tunisia s GDP and is ranked second in attracting foreign currency to the country, representing 10% of the forex earnings provided by exports. Tourism-related investments add up to 5.4% of the total investments made in the country over the past decade. It is also a sector that offers major opportunities in terms of employment, providing some direct and indirect jobs.

4 During 2009, results from tourism were again positive, particularly in terms of returns on nights spent in the country. Foreign currency receipts rose by 2.6%. The total number of tourists coming into the country during the year was , of whom were from the Netherlands. All of these results were achieved courtesy of the ongoing efforts deployed, particularly in terms of the presidential decisions taken to support the industry. The security situation enjoyed by Tunisia and its political stability also contributed to the country s attractiveness.

5 Tunisia is marketed on the Dutch market by leading Tour Operators, including: * Holland International TUI * Thomas Cook / Neckermann * Sky International * Oad Reizen * Sundio Group

6 Strengthen competitiveness It has also been decided to conduct a strategic study designed to develop the tourism industry and improve its profitability. This study is aimed in particular at boosting the competitiveness of Tunisia as a destination by improving quality and diversifying the product on offer. It is also designed to identify programmes that would enable returns from the sector to be enhanced.

7 This study will along three main lines: - The first of these is an overall assessment of the situation within the industry, featuring an internal evaluation designed to identify strengths and weaknesses, and an external assessment of the opportunities linked to the sector. - The second main focus of the study is to examine the objectives of the tourist industry between now and This will include in particular determining Tunisia s market share within the Mediterranean basin and the role it plays in world tourism as a whole. - The final part of the study will relate to the implementation of annual action plans that will enable the strategy on tourism to be put in place in practical terms.

8 There has been a tangible move towards diversifying the tourism product and enhancing the quality of the industry campaigns run in the past few years. In fact, if Tunisia is to gain market share in the world tourism market, it has now become essential to think about offering an à la carte product that meets specific needs and requirements. This includes looking more closely at cultural, health or golf-related tourism.

9 As a result, campaigns have been run aimed at developing new products such as tourism in the Sahara: the areas of Gafsa and Tozeur have seen an increase in their accommodation capacity, which is currently beds.

10 Tunisia also now has ten golf courses, with a further two in the process of being built. Maintenance and refurbishment works have been carried out on the courses at Monastir and Yasmine Hammamet. A strategy survey will also be carried out, aimed at promoting this particular aspect of the tourist offering. This study, as well as the creation of sports centres for golf in the major tourist areas, has been commissioned by the Head of State. This demonstrates that where necessary, the interest devoted to tourism comes from the very highest political level.

11 Cultural tourism: a niche market full of potential Tunisia has a wealth of historical and cultural heritage to draw on. This asset serves greatly to increase the potential for developing cultural tourism of the highest quality. It is also this cultural richness that has assisted the emergence of a group of programmes run jointly by the Tourism Ministry and the various parties in the sectors of heritage, culture and the environment.

12 The projects already decided on in this area include the development of tourist areas, the building of integrated hotel units and leisure centres that all reflect a traditional and specific architectural model. A decree was also issued in 2007 to encourage private investments in tourist accommodation, with units such as bed and breakfast, hotels with special features and country residences.

13 The aim is also to promote cultural tourism. For example, it has been decided to enhance and re-invigorate the country s archaeological sites, in particular by creating and developing archaeology museums, popular or environmental traditions.

14 Developing tourist circuits in the medinas and historical areas, as well as supporting the parties involved in safeguarding Tunisia s heritage, in particular associations for protecting the heritage of the medinas to involve them in the various tourism campaigns, are other programmes that have been decided on for the purpose of promoting cultural tourism.

15 Also along the same lines is the promotion of craft products and their display in international trade shows, or the distribution of Tunisian folk art and music. Training tourist guides specialising in culture, heritage and the environment is another important programme that has been decided on to promote this type of tourism.

16 A national strategy has also been introduced on the instructions of the Head of State. The action associated with this strategy consists of four main areas: the production of a cultural and ecological tourist map designed to promote the wealth of riches to be found in Tunisia, the implementation of development and refurbishment projects, the identification of methods for operating and presenting the country s cultural tourist product, as well as investment support and marketing.

17 Thank you!