The ATTA in collaboration with the European Union, and the Deutsche Gesellschaft für Internationale Zusammenarbeit GmbH (GIZ), aimed to foster the development of adventure travel products and promote four developing regions of Tunisia: Tozeur, Zaghouan, Mahdia, and El Kef, each facing notable social and economic challenges and limited economic dynamism that characterize Tunisia. The tourism sector holds significant relevance in the Tunisian economy, creating thousands of direct and indirect jobs and reducing social and economic disparities.

The project aimed to harness the natural, cultural, and historical wealth of underserved regions in Tunisia in order to contribute to the broader goal of diversifying the country's tourism industry, and the economic growth and improvements in the Tunisian Tourism labor market.

To enhance market demand and gain access to international markets, ATTA implemented a comprehensive array of techniques, tools, and resources aimed at fostering brand recognition using relatable human interest stories. The project scope included:

• Creative and advertising strategy
• Film production itinerary to create visual content for 12 different activity providers companies
• 12 Origin Story Videos, focusing on the business and the individuals involved
• 12 articles in French and English featuring each of the businesses
• Campaign video used in overall destination marketing
• Destination Showcase Page on www.adventure.travel
• Comprehensive digital advertising campaign including Google Ads, YouTube campaigns, social media paid posts, email marketing, and Feathr remarketing
• Exposure on ATTA Website & Advertising Campaign
• ATTA Business Membership

Above: the Tunisia campaign promotion targeted French adventure travelers

The key outcomes of the market activation project included:

• Job Creation: The project is expected to generate more than 52 new job positions, with a focus on youth and women employment
• Market Expansion: By enhancing access to international markets, the project facilitated the development of new products and increased the competitiveness of the private sector, thereby contributing to market demand
• Capacity Building: All 12 participants of the final phase reported reinforced technical and financial capacities, indicating a broader impact on the regional tourism sector's medium to long-term growth potential