Tunisia
Tunisia Convention Bureau – Taking Care of Business
SIMON GEORGE WAS IN TUNISIA RECENTLY FOR TUNISIA MICE DAY AND REFLECTS HERE ON THE COUNTRY ’ S RENEWED PUSH INTO THE INTERNATIONAL MEETINGS MARKET
H olidaymakers were not the only ones taking the plunge at the 5-star Royal Azur Thalassa hotel in Hammamet in November , the Tunisia Convention Bureau ( TCB ) was also keen to make a big splash by hosting its first major MICE event .
Twenty years on from its original shortlived inception , TCB is back in the MICE game and keen to make up for lost time . The Tunisia MICE Day 2023 was held at the Royal Azur Thalassa hotel on 2 November and was followed in the evening by the Tunisia MICE awards at a gala dinner at the neighbouring Sol Azur hotel . The events brought together a mix of hotel operators , event companies and DMCs . And the fact that organisers had asked Tunisia ’ s tourism minister Mohamed Moez Belhassine to open the event was surely evidence of the TCB ’ s desire for validation that comes with government participation and , more broadly speaking , its ambition to raise its MICE profile , especially internationally .
The TCB and Tunisia ’ s government are nothing if not serious about MICE was the clear message .
As the tourism minister commented in his opening address to local TV : “ Business tourism and conferences are very important , especially in terms of the revenue they generate , as well as the contribution they make to validating Tunisia ’ s cultural and natural heritage . This means we attribute the utmost importance to the MICE sector . The ministry supports the TCB in promoting Tunisia as a MICE destination and attracting international events and congresses .”
Belhassine ’ s words are music to the TCB ’ s ears no doubt . As a private entity that has only been in existence for some nine months , and comprising some 20 members with a target of 40 by year end , the TCB is understandably keen to obtain government funding and operate as a public-private partnership . If the TCB ’ s MICE ambitions are to be realised , government buy-in will be essential .
TCB talks I sat down with the TCB ’ s president , Wiem Radhouane , and vice-president , Selim Farouk Ennabli , to find out more about the bureau ’ s strategy and aspirations . Radhouane emphasised . Tunisia is traditionally marketed as a leisure destination but now is the time , she said , for MICE . “ On fundamentals , it is well placed . It has ample hotel accommodation and meeting rooms to hold conferences and events , and given the country ’ s scenic variety as you travel north to south , the MICE offering can be diversified . Geographically , Tunisia is strategically located . We have good connections with Europe and the Middle East . We have a very mild climate . We have the beach , we have the desert and we have great congress centres .” Radhouane also highlighted Tunisia ’ s competitive pricing compared to other destinations – encouragement for buyers and planners to choose Tunisia for their international event .
Event organiser Laura Celotto , said that the MICE Day had shown the value of lengthening the seasons by organising conferences and incentive trips in the spring and autumn , “ something that is very important for a country which maintains an excellent relationship between quality and price ”.
The TCB ’ s vice-president added : “ In Tunisia we have the infrastructure , we have nice hotels with conference centres . The tourism minister ’ s presence shows there is interest in the MICE market . We have discussed with the government our plan to participate in big international events such as IMEX and IBTM , all of which requires considerable planning and funding . I ’ m sure this collaboration will succeed . To achieve this , the TCB plans to set up a joint venture with government .”
Left : Tunisia ’ s tourism minister opens the inaugral Tunisia MICE Day , 2 November
Permissions and potential Aside from government funding , trying to get government authorisation to hold MICE events at the country ’ s archaeological sites is a key issue , both
36 / CONFERENCE & MEETINGS WORLD / ISSUE 128