
From winning the bid to building something Africa will remember: ACCS 2027 in Addis Ababa
Ethiopian delegates celebrate the 2027 host announcement made in Zambia last week
AFRICAN ECONOMIES
By our African Marketing Confederation News Team | 2025
World Bank report paints positive picture, but emphasises that enhancing ports and related infrastructure could boost GDP by 4-5%.
Tunisia’s economy is projected to grow by 1.9% in 2025, up from 1.4% in 2024, supported by improved rainfall and gradual stabilisation across key sectors of the North African nation.
While manufacturing continues to face challenges, resilience in tourism and agriculture are contributing to the recovery, according to the World Bank’s latest economic update for Tunisia, titled ‘Better Connectivity to Grow’.
Growth is expected to stabilise at around 1.6% to 1.7% in 2026–2027, the World Bank predicts. It adds that, although global trade uncertainties and limited external financing could pose some challenges, stronger reform momentum within the country may help to improve Tunisia’s medium-term outlook.
Inflation has continued decelerating and is now nearing pre-pandemic averages. Food inflation stands at 7.3%, driven by seasonal and supply-side pressures. In response to the easing trend, the Central Bank of Tunisia recently reduced its key interest rate to 7.5%, marking its first rate cut in over two years.
Tunisia’s current account deficit narrowed to 1.7% of GDP in 2024, supported by improving terms of trade and resilient income from tourism, the World Bank states.
A scene in Tunis, the capital city of Tunisia. Photo: Chermiti Mohamed, Pexels
At the same time, recent increases in energy imports and a slowdown in export volumes widened the trade deficit in the first quarter of 2025, posing some challenges to the balance of trade. On the positive side, public spending was contained.
Logistics and supply chain
The report includes a special focus on Tunisia’s trade connectivity, highlighting the significant economic potential of improving the country’s port system. The World Bank believes that enhancing ports and related infrastructure connectivity could boost GDP by 4-5% within three to four years.
“Achieving the levels of port connectivity of regional peers through targeted infrastructure improvements could generate gains of 2.6-3.5% of GDP, while tackling institutional bottlenecks in customs and logistics could yield over one percent in additional gains,” the report states.
“Tunisia continues to show resilience amid a complex global and domestic environment,” says Alexandre Arrobbio, World Bank Country Manager for Tunisia. “Better connectivity, especially through improved port logistics, can be a powerful engine for job creation and economic growth.”.
In the longer term, positioning Tunisia as a trans-shipment hub could deliver even larger benefits of around 11-14% of GDP.
The report recommends a mix of infrastructure upgrades – such as new terminals, equipment modernisation and port access improvements – and institutional reforms including revised port tariffs, digital systems modernisation, and enhanced railway-port connectivity.

Ethiopian delegates celebrate the 2027 host announcement made in Zambia last week

First Vice President outlines vision to champion professional excellence, ethical practice and innovation in marketing worldwide.

Zambian organisers of the 2026 gathering officially hand over the baton to an ecstatic Ethiopian delegation. Rwanda to host in 2028.

Opening plenary hears that securing Africa’s economic future requires businesses to discover new customers and cross-border opportunities.

Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.

Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.