Tunisia Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in tunisia, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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Although Arabic is the official language, French is widely spoken in commerce. Many Tunisians also speak some English, Italian, Spanish, and/or German. Business documentation should be written in French. Email remains the favored means of business communication among private companies. Tunisian authorities are increasingly using email for business communication; however, it is common for government agencies and some businesses to use letters for correspondence. 

Trade Promotion and Advertising

Marketing/advertising opportunities include sporting event sponsorships, industry-specific trade fairs, direct mail and email, outdoor/vehicle advertising, print media, electronic media, and social media. Company sponsorship of television programs, particularly locally produced programs, is growing rapidly. Local print media accepts paid advertising. Local attorneys or marketing specialists can advise foreigners on the acceptability of various aspects of a promotional campaign. 

For marketing purposes, urban society is heavily influenced by European standards. The state-run broadcasting authority, ERTT, broadcasts three Arabic-language television channels. Satellite television is very popular, and many private radio and TV stations have launched in the past 10 years. Radio Zaitouna, a popular radio station, features mostly religious content and often advertises Islamic services in Umrah (the shorter version of pilgrimage to Mecca), banking, and “takaful” insurance, a co-operative system of reimbursement in case of loss. 

Foreign commercial television advertising is accepted, but under stricter standards than for print media. For advertising in newspapers and on websites, private radio stations, or private TV channels, the cost is equal for foreign or local-origin goods.  

Legally, the dominant portion of any storefront sign must appear in Arabic. However, in practice, dominant French- and English-language signs are widely used. This policy is irregularly enforced. 

Pricing

Except for subsidized goods, products in urban markets are priced at levels roughly equivalent to or slightly below prices in major U.S. urban centers.

U.S. durable goods (e.g., machine tools and generators) are available and tend to be significantly more expensive than European or Asian models. While the base price for many Asian models is lower, the price advantage for European products is mostly due to the duty-free import of EU products under Tunisia’s Association Agreement with the EU, as well as European firms’ lower transportation costs.  

U.S. suppliers of manufactured goods can be reluctant to deal directly with Tunisian distributors for a variety of reasons, including language differences and business culture. Local distributors express interest in eliminating European regional “middleman” offices in favor of dealing directly with American companies. 

Sales Service/Customer Support

Consumers are becoming accustomed to after-sales services and frequently expect a high degree of customer support.  Consumer protection is based on legislation passed in 1992 (Law 1992-117). A government-designed standard sales contract outlines requirements for retail and manufactured product guarantees. The law stipulates that technical instructions be provided in Arabic and French or English. The contract also serves as a warranty and includes a schedule of required reimbursements if faulty merchandise cannot be adequately repaired within 15 days of notification from the consumer. Application of this legislation is not uniform.

Local Professional Services

Although the Embassy is not authorized to recommend any particular individual or company, it maintains a list of local attorneys who have experience working with U.S. companies and interests.     

Principal Business Associations

The following business associations accept U.S. company memberships and lobby for foreign and local businesses with the government:

  • The American Chamber of Commerce in Tunisia (AmCham Tunisia)
  • The Tunisian Association of Industry, Trade, and Handicrafts (UTICA)
  • Tunisia Africa Business Council (TABC)
  • Tunis Chamber of Commerce and Industry (CCIT)
  • Arab Institute of Business Leaders (IACE)

Limitations on Selling U.S. Products and Services

All Tunisian citizens can own, buy, and sell U.S. products and services in the manufacturing or services sectors.  No limitations apply.

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