Perspectives on the destination image of Tunisia

Purpose: The purpose of this viewpoint paper is to discuss the current situation of tourism in Tunisia after the revolution and to explore new ways to improve its image. Design/methodology/approach: The paper is based on a literature review of tourism crisis and the current trends in Tunisian tourism. Findings: The paper observes that a crisis can be a source of opportunity for a destination and that a carefully developed communication plan can improve its image. Practical implications: The sharp decrease in international tourism flows in Tunisia makes it necessary for the destination to set a new tourism strategy aimed at improving its image among European tour operators and tourists. Originality/value: This paper considers the extent to which a crisis in destination image affords an opportunity to reconsider its tourism strategy and improve its competitive positioning.