Abstract

Following Tunisia’s independence in 1956, the nation became a pioneer for Muslim countries entering the global tourism market. The Tunisian tourism industry was developed according to European demand, soon becoming a pillar of the national economy. Despite diversification efforts, coastal tourism remains Tunisia’s main product; however, the sector suffers from poor product quality and its competitiveness still relies on low pricing. The Tunisian Revolution of 2011 and the terrorist attacks that followed had a dramatic impact on the country’s global reputation. Beyond the need for regaining notoriety as a safe destination, new initiatives are needed to revitalise the industry. Based on previous field research, the present study discusses the possibility of transforming Tunisia into a Muslim-friendly travel destination, attracting tourists from underexploited markets. This study also explores the growing attention placed on Muslim tourists and the opportunities and challenges in developing and marketing tourism products to attract them.