Notwithstanding rare and quickly resolved exceptions, Tunisian textile exports to the European Union countries follow a trajectory aligned with the well-understood interests of all parties. The latest milestone in this continuum is Tunisia’s rise to become the EU’s leading supplier of professional clothing in 2024, with a market share of 17.44%, and the 4th largest EU supplier of jeans, holding an 8.21% market share, according to data recently published by the Technical Centre for Textiles (Cettex).

In 2024, Tunisia exported approximately 9.7 million pieces to the European market, valued at €317.7 million, with an average price of €32.66 per piece. Tunisia thus commands the highest average unit price in the EU for professional clothing. However, although Tunisia remains Europe’s preferred supplier of high-end workwear, exports to the EU decreased by 7% in terms of pieces in 2024 compared to 2023.

Approximately 76% of Tunisian professional clothing exports are destined for three main markets: France (35.6%), Germany (30.7%), and Italy (9.7%). According to Cettex, there is significant room for growth, particularly in the German and Italian markets.

Jeans exports

Regarding jeans, Tunisia exported 16.84 million pieces to the EU in 2024, valued at €357.6 million, reflecting growth of 4.26% in value and 3.53% in volume compared to 2023. Tunisia also experienced a slight increase of 0.7% in the average price per piece, from €21.09 to €21.23, maintaining the highest average unit price in the EU.

According to Cettex, Tunisia has a great opportunity to develop exports of both jeans and workwear, especially to Germany and other traditional markets. This opportunity could generate an export increase of around €160 million and create more than 25,000 jobs. The Centre emphasizes that developing Tunisian exports requires enhanced technical and financial support to help SMEs transition sustainably and digitally, comply with European regulations, and adapt quickly to new rules on origin and simple transformation quotas.

Additionally, personalized support is needed for new investors wishing to establish operations in Tunisia, along with diplomatic and economic backing from the Tunisian Embassy in Germany to promote the Tunisian site, and the implementation of targeted promotional plans by market with support actions for sector operators.

Better access to capital

Nevertheless, to maintain its position and fully exploit its potential, the Tunisian textile industry must overcome several challenges. Difficulties in financing businesses and cumbersome administrative procedures are hindering the sector’s development. Modernizing processes and improving access to capital would boost this key industry, according to La Nouvelle Tribune.

Tunisia is at a strategic crossroads. Its textile industry, with a solid reputation and advantageous geographical position, has the potential to strengthen its standing on the global stage. By addressing current challenges and seizing the opportunities offered by new trade agreements, the country could not only consolidate its position as a major EU supplier but also establish itself as a key player in the international textile sector.