A shock wave, a wind that blows a spring. If democracy has the smell of jasmine in Tunisia, French, glued to their screens, have not lost a crumb of youth self-immolation in the street to protest that swells ... repressed in blood. Then there were scenes of jubilation, the flight of Ben Ali. Riots acquire the status of revolution, a word that should not scare children in 1789. But to fulfill what the French Tunisian hotels this summer, tourism professionals doubt on both sides of the Mediterranean.
And figures of Tunisian National Tourist Office gives them reason to worry. Revenues declined 40%, 60% drop overnight stays. Percentages "well below the reality," for Sylvie Messai, president of the association Tunisia otherwise. She just came back and says: "Except in Hammamet where there are some individual tourists, hotels are empty everywhere and especially in the south. Everyone is unemployed. Restaurants, car rental, guides, they are ready, but expect ... While the period from February to April is important. " To attract tourists, it is necessary to reassure him. "The message must first focus on safety. This is not anarchy, the Tunisian people has always been full of restrained and even today it has not yet fully accustomed to freedom, "she says.
Once refreshed the tourist, it is still necessary to seduce him. Mehdi Houas transitional minister of tourism in Tunisia took the lead, releasing 60 million dinars (30 million euros) for the sector. He launched a few weeks ago in a large hexagon campaign in his country. The design was entrusted to a communication agency in Paris, Bygmalion, Tunisians cringe. Two emerging slogans: "I love Tunisia" and "Free at last ... to tan. " Communication that resembles a "DIY hurry. The operation would have required several months of reflection, but they were quickly position identity at odds with the previous regime, "Pierre Frustier analysis, communication researcher in tourism at the University of Nantes.While the message is bland compared to the passions unleashed even Tunisia. But Sylvie Messai particularly regret this "golden opportunity" to break with Tunisia starred hotels with swimming pool lined beachfront, which has not seized the ministry.
"The Tunisian tourism suffers long, it is more suitable for application today to get out of the box. Those who come to the hotel, see nothing of the country and did not want to return. Even communicate by telling them that the country has changed, their mean anything, they have not seen. " She wanted to be put forward architectural heritage, gastronomy, culture, rather than "tour operators selling off stays at the expense of the local economy."
This is the idea that also defends the Graduate Institute of Tourism Studies of Sidi Bou Said. Researchers and practitioners are invited to think "after three S's (sun, sand, sea)," at a conference in mid-May Director of Intitut, Cheriffa Lakhoua, develops, "the triptych does not work, the revolution must be accompanied by a transition tourist. The tourism product today should be cultural, artistic, and it is becoming sunbathing accessory. "
In his eyes, the promotion of tourism must convey a political message. If we had left the reins, she told tourists "Come participate in the claim, come see equal and open Tunisia has changed." A communication strategy that can also "target" its tourist Bidochon finished, the tourist of tomorrow will be "committed", she noted. And Cheriffa Lakhoua cited to support the stay of Olivier Besancenot, "the revolutionary who had never seen a revolution."By Noemie Rousseau
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