In the sumptuous setting of the Palais Kobbet Ennhass, the Tunisian Ministry of Tourism unveiled its new promotional campaign: ‘Vivez l'Instant T’ . This ambitious initiative is part of a bold relaunch strategy aimed at making Tunisia a must-visit destination by 2025. After a record 10 million visitors in 2024, the aim is now to reach 11 million in 2025, by relying on a renewed offer and powerful communication.
A New Vision for Tunisian Tourism
This ambitious initiative is part of a bold strategy aimed at establishing Tunisia as an essential destination in 2025. After a record-breaking year in 2024, with 10 million visitors, the goal now is to reach 11 million in 2025, focusing on a refreshed offering and impactful communication.
Under the guidance of Tourism Minister, Sofiane Tekaya, Tunisia is reinventing itself by focusing on four major key pillars: diversification of the tourism offering to meet the varied expectations of travellers, digital innovation to strengthen the country's visibility and attractiveness, upgrading of infrastructure to guarantee a premium experience, and targeted, impactful communication to appeal to a broader and more diverse audience.
The ‘Vivez l'Instant T’ campaign is based on an immersive and authentic approach. It invites travellers to slow down, feel and savour every moment, away from the hustle and bustle of everyday life. Tunisia is positioned as a haven of peace where time seems to stand still, fostering unique and unforgettable experiences.
Speaking at the ceremony, the Minister of Tourism, Mr Tekaya, said:
The post-pandemic recovery is based on diversification, digital innovation, upgrading infrastructures and targeted, high-impact communication. We want to show that Tunisia is much more than a seaside destination: it's a country rich in history, culture and emotion.’
A multi-channel communication strategy
The campaign, launched across 16 European markets, features an ambitious and varied communication plan. It includes inspirational video adverts aired online and on social media, an enhanced digital presence with dedicated capsules on Instagram, Facebook, TikTok, and YouTube, eye-catching urban billboards in major European cities, targeted press campaigns to reach a wide audience, and promotional events designed to capture attention and evoke emotion.
Laurent Maltese (Video), from the EDG agency, explains the essence of this campaign:
The ‘Instant T’ is a typically French expression meaning to live in the present moment. That’s exactly what we wanted to convey through this campaign – to show the public and tourists that Tunisia is so much more than the cliché of resorts, beaches, and open bars. Today, Tunisia is about people – an extraordinary, warm, and welcoming nation.
A prestigious launch in an exceptional setting
The choice of the Palais Kobbet Ennhass, located in Manouba, is no accident. This gem of Tunisian heritage embodies the authenticity and elegance that the campaign seeks to highlight. The launch evening brought together key players in tourism, influencers, international media, and public figures, all eager to discover this new vision of Tunisia. Ambassadors, diplomats, and friends of Tunisia were also present, underscoring the international appeal of this initiative and the country’s commitment to promoting its cultural and natural treasures on a global scale.
"Live the Instant T" is not just a promotional campaign; it represents a genuine transformation of Tunisia's tourism offering. It focuses on slow tourism, emphasising experience and connection with local culture, immersive stays that allow travellers to discover unique traditions, flavours, and landscapes, upgraded services with renovated establishments and personalised hospitality, and an environmental commitment supporting more responsible and sustainable tourism.
In addition to its digital and media outreach, the campaign seeks to engage travellers on a deeper level, encouraging them to reconnect with nature, history, and the local way of life. Tunisia’s vast and diverse landscapes, from the Sahara desert to the Mediterranean coastline, offer an ideal backdrop for such transformative experiences. The campaign’s emphasis on sustainability ensures that these experiences are not only memorable but also responsible, as Tunisia embraces eco-friendly practices across its tourism sector.
With this new approach, Tunisia aims to position itself as a preferred destination for travellers seeking authenticity and powerful emotions. The momentum has begun, and the initial feedback is promising. The year 2025 is shaping up to be a decisive turning point for Tunisia's tourism sector, as it strives to become a leading destination for those looking for a richer, more meaningful travel experience.
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