the trends of tunisian tourism : strategic positioning of tunisia in mediterranean destinations

Florence UniversityLaurea Magistrale in Design of Sustainable Tourism Systems

Scuola di Economia e Management

SEMINARIOThe trends of Tunisian tourism

Strategic positioning of Tunisia in Mediterranean destinations

Kacem MoezExpert In Tourism

OUTLINE

1. The Major Trends of Mediterranean Tourism

2. Basic frame of data trends of Tunisian Tourism

3. SWOT Anlysis of Tunisian Tourism

4. The new strategy of Tunisian Tourism

Introduction

Part 1:The major Trends on Mediterranean Tourism

Main drivers for Tourism

POPULATION &GDP GROWTH

ICT & MARKETING

CLIMATE CHANGE ACCELERATION

FDI & COOPERATION

MAIN DRIVERS

MedPro

Innovative policies

• Intraregional and domestic tourism by enhancing open sky agreements and introducing new low cost transportation companies

Source: UNWTO

Recent studies of travel preferences which look very evolutionary and have to be updates frequently (every 2 years)

Source: UNWTO

Arrivals Trends growth

International Tourist Arrivals

(Million)

2013 2020 2030 Growth Annual average

(20-30)

Southern EU-MED 201.4 (18.5%)

219 264 1.9%

North African 19.6 (1.8%)

31 46 4%

world 1087 1360 1809 2.9%

Source: UNWTO

Maritim Tourism

• 3.3 million cruise passengers in 2013 (more than 10% annual growth from 2005 to 2013)

• the second world cruising zone after the Caribbean

• Product that is not strongly impacted by crisis or landscapes pollution

• High value added due to important receipt/ passenger

Religious Tourism

• accounts for 15 to 20% of international tourist arrivals in the Mediterranean area;

• It is not only visitors or pilgrims from Europe or other long haul destinations, but also intraregional travelers;

• Creating pilgrimage routes and religious inspired itineraries

• Communicate better about religious monuments (e-brochure, advertising…)

Wellness Tourism

The wellness tourism economy is all  expenditures made  by  tourists  who  seek  to  improve  or  maintain their  well-being  during  or  as  a  result  of  their  trip. It includes 2 types of expenditures: International Wellness Tourism Revenues

All revenues earned by a country from inbound wellness tourists, with an overnight stay.

Domestic Wellness Tourism ExpendituresAll expenditures in a country made by wellness tourists who are traveling within their own country of residence, with an overnight stay.

Wellness: Why is important for government, people and Business??

• Woldwide obesity has nerly doubled since 1980

• Over half of the global business population has experienced an appreciable rise in workplace stress in recent years

• Between 2000 and 2050, the proportion of the world’s population over 60 years will double

Promising use of e-tourism tools

service E-tourism Tools (Pc+Smartphone+

Tablet)

TraditionalTools

Travel pack 69.8% 30.2%

Cruise 61.9% 38.1%

Hotels 64.7% 35.3%

Car rental 65.1% 34.9%

Train 65.9% 34.1%

Bus 64.3% 35.7%

Source: Eyefortravel – report 2013

Use of Social Media

80% of e-tourists read the reviews and 67% of them were influenced by these reviews;About 18% of e-tourists are equipped of smartphone and tehy are using for travel serachs, reviews posts and reservationDevelopping the possibility of buying a tourism service directly from facebook (exp: Air France)

Increasing Speed of Uptake of Technology

35 years for radio to reach 50 million 13 years for television to reach 50 million 5 years for internet to reach 50 million 1 year for ipods to reach 50 million 6 months for facebook to reach 100 million

Part 2: Basic frame of data trends of Tunisian Tourism

General Data (2013)

Accomodation capacity 240 249

Global Tourists Arrivals 6 268 582

Global overnights 30 001 358

Occupation rate 46,1%

Hotel length of stay (average ) 6.5

Tourism Revenues (Million Euros) 1388.534

Tourism Investments (Million Euros) 128.362

Source: Tourisme en chiffres 2013-ONTT

International Tourist Arrivals

2010 2013 2014 (forecasts)

2013 #2010 2013#2014

International6 902 749 6 268 582 5 700 000 -9,2% - 9%

European 3 814 402 2 896 743 2 400 000 -24,1% -17.14%

North African 2 927 968 3 240 064 3 500 000 10,7% 8%

Middle East 38 280 35 501 35 000 -7,3 % -1.4%

Americains 36 203 23 601 20 000 -34,8 % -15.25%

Source: Tourisme en chiffres 2013-ONTT

International Tourists Arrivals

International Tourism Revenues

Part 3: SWOT ANALYSIS

WEAKNESSES

• Average length of stay: Tunisia 6.3 days ; Morocco 7.6 days;

• Receipt/tourist: 230 euros (lowest average in MED)• Tunisian Tourism is still highly dependent on tour

operators of European countries• Tourism development projects have been

increasingly shaped by coastal resort complexes and all-inclusive package tours

• Problem of seasonality : occupancy rate is 46%

Golf

STRENGTHS • Landscape diversified and rich in natural

resources• Welcoming and peaceful population• Existance of strong assets regarding hotels

(847 hotels dispatched on 11 zones)• Skilled labor and new tourism strategy • Strong experience in the sector started since

the 60s

OPPORTUNITIES• The acceptance of a democratic constitution,

significantly improved the country’s international image and could augur well for the future of the tourism sector viewed as a key priority by all the Tunisians

• Progress of the process of signature of the open sky with the EU

• Difficulties for some rival destinations such as Egypt, Greece

• Products responding perfectly to the needs of a large population over 60 years (this population will double until from 2000 to 2050)

THREATS

• Sliding of the Dinar in comparison with the foreign currency ($ , Euro)

• Problem of chronic and excessive debts for hotelkeepers

• The increase of the dependence into European TO

• The obstinacy of travel limitations to some of Tunisian regions

Part 4: The new strategy of Tunisian Tourism

Branding

• Review of the criteria of prioritization and distribution of the marketing budgets by market and by channel

• Implementation of a strategy of the domestic tourism

• Strengthening of the regional communication• Adopt the ICT for Branding Tunisian

destination

Benefits of ICTs for Tourism in Tunisia

E-marketing can be used as a low-cost tool.ICT can help Tunisia sell directly to the world market, which will boost the Tourism based economy of the country.ICT can also be used as a better solution for Destination Management programmes.Travellers forum can be used as a means to increase the Tourism Inflow.

Diversification of Tourism offer

• Development of Golf, cultural and sahra Products• New market studies to know the evolution of the

consumers needs• Implementing alternative offers: standards for

motels & campings, assisting the innovative projects• Review of the actual division of touristic regions and

updating the definition of couples (product/region)

Modernization of the tourist sector

• A better governance of the tourism which allows to move closer the professionals to the institutional

• Look for reliable sources for a long-term financing of the sector

• The creation of institution which plan and regulate the tourist activity (National council of tourism, Monitoring observatory …)

Quality and Training

• Better Quality of the reception• Better quality of the environment • Better quality of services• Better quality of transport• Creation of a national quality label• Ameliorate the Training programs and

institutions

THANK YOU Grazie

Kacem Moez