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Tourism Governance and Marketing

The project contributes to diversifying and improving the competitiveness of Tunisian tourism by encouraging the development of new approaches to local tourism management and new regional tourism brands.

Tourism accounts for 14% of national GDP and faces many structural and profound challenges. Tunisian tourism urgently needs reforms and measures to improve its positioning and added value in a competitive and increasingly segmented global market. Limited to a few coastal regions and heavily dependent on foreign tourism organizations, the sector is struggling to develop new offerings, while the country has real potential in terms of both product diversification and tourism regions.

The Project

In order to contribute to the diversification of Tunisian tourism, at least four new DMO (Destination Management Organisation) will be set up for the management of tourist destinations according to a methodology developed by Swisscontact. These organizations will ultimately form an integral part of the Tunisian tourism system.

In collaboration with the Ministry of Tourism and the National Tourism Board, the project selected the Tunis-Carthage, Zaghouan, Le Kef and Mahdia destinations, in particular because of their diversity, their tourist characteristics and the dynamism of the actors involved.

These pilot DMOs, complement the existing DMOs managed in Djebel Dahar, Djerba and Ksar Ghilane under the SECO-funded Destinations South-East project. This makes it possible to develop and formalise the adaptability and functionality of the DMO concept in different regional contexts and to ensure its institutional and financial sustainability.

Swisscontact uses an inclusive approach involving tour operators, local public and private institutions, providers of ancillary and complementary activities and civil society actors, with particular attention to young people, women and small service providers.

The project also aims at developing marketing techniques for tourism through new marketing approaches and methods, in particular destination marketing with digital and participatory approaches.

Results

Expected results

  • 4 functional DMO are implemented
  • The attractiveness of the 4 destinations will be developed
  • Development of a standardised and formalised methodology for the creation and operation of DMO.
  • The concept of DMO and new methods of tourism marketing are disseminated
  • At least 3 functional DMOs are set up autonomously

Project partner

Ministry of Tourism and Handicrafts (MTA),

Tunisian National Tourist Office (ONTT), Tunisian Association of Travel

Agencies (FTAV), Tunisian Hotel Association (FTH), National Institute for

Cultural Heritage (INP), local associations (heritage conservation, etc.), etc.

Project countries

  • Tunisia

Project duration

2019 - 2024

Funding

  • EU
  • BMZ

Working area

Enterprise

Swisscontact
Swiss Foundation for Technical Cooperation
Hardturmstrasse 123
CH-8005 Zurich

Tel. +41 44 454 17 17
Fax +41 44 454 17 97
E-Mail info@STOP-SPAM.swisscontact.org