Tunisia Tourism Board

Challenge

The challenge was to rebuild the common image of the country and restore the idea of the perfect place, so close to Italy and so different in the cultural offer, where to spend safe seaside holidays as well as active, adventurous and cultural ones.
The aim was to increase the number of Italians arriving in summer and all year long, as the result of a better perception of the destination.

Italian Facebook Page of the destination management

Tactics

We studied an editorial calendar based on developing a storytelling on the country: major destinations as well as secondary destinations of particular interests, history and curiosity, possibilities offered to visitors in summer as well as in winter.
We also focused our attention on different aspects of Tunisia’s offer such as food culture, hospitality together with thalassotherapy, hammam and spa treatments, the adventure in the desert and oasis together with berber traditions and culture.
Curiosity and deep proactive research have been the key to success.

Analytics & Results

November 2017 – Nov 2020
Since the beginning of our activity for Tunisia, we have had a very large number of publications that include both paper and online magazines, and radios.
Among the most important publications, the 10-page article on Gambero Rosso, the most important magazine dedicated to food, dedicated to the world of Tunisian gastronomy. But also Tu Style, a lifestyle magazine with a feminine language, dedicated to holidays in Tunisia. And certainly the article on Archeo, a magazine dedicated to archeology, which has dedicated a service to the archeological beauties of the destination.
Regarding the social media part, the Facebook page has increased +43% of the engagement in recent months and we hope to be able to improve again, involving more and more people.
521 printed articles
1739 articles online
4 radio passages
17 TV passages
€27 K AVE generated
830 K circulation
+60% engagement rate of facebook page
+18% arrivals in 2018 – +15% arrivals in 2019
+400% online searches and bookings
3 press trips
3 round tables
3 workshops
9 fairs

“Most desired destination by Italians in 2019 according to a survey by volagratis.com”