Attracting New American Visitors Thanks to ‘Fam’ Trip and Boosting Local SMEs

Articles / 16-09-2024
Attracting New American Visitors Thanks to ‘Fam’ Trip and Boosting Local SMEs
Photo ©USAID/Sawa Taste of Tunisia

Four months after the USAID-funded familiarization (Fam) trip she joined with Sawa Taste of Tunisia, one of the 5 international bloggers, Nadine Duncan from ‘The Travelling Black Women’, returned to Tunisia in August and brought her mother and a small group from her community for a 7-day culinary and cultural immersive trip organized by Sawa Taste of Tunisia. Nadine's return trip to Tunisia accompanied by a new group of visitors marks an unexpected and yet tangible impact of the original Fam trip for Sawa’s business and their partner SMEs as they increase their sales directly through direct recommendations. 

 

USAID Visit Tunisia funded a successful 5-day familiarization trip organized by Sawa Taste of Tunisia for five international journalists from April 17 to 21, visiting over 10 SMEs in cultural and culinary tourism. SAWA Taste of Tunisia is a Tunisian-owned small business offering curated and comprehensive 5-to-10-day tours of Tunisia focused on culinary and culture immersion with other small Tunisian-owned businesses and targeting the European and North American travelers. This campaign aims to boost the social media following of Sawa by at least 20% and their sales by 10% as well as boost their partner SMEs’ visibility and bookings.   

The fam trip generated 9 blogs articles, 21 Instagram posts, 23 Facebook posts and 6 YouTube Vlogs through the social media platforms of the 5 journalists/bloggers. The impact in terms of reach and sales will follow soon! Stay tuned!  

 

PHOTO © Lamia Temimi, Taste of Tunisia  

Unexpected More Tangible Impact on Local SMEs 

Thanks to the USAID-funded familiarization (Fam) trip earlier this year, Tunisia welcomed back Nadine Duncan, a travel influencer with a small group of American visitors from her community of ‘The Traveling Black Women’. Nadine returned to Tunisia in August, this time with her mother and four community members.  

Their 7-day culinary and cultural immersive tour, organized by Sawa Taste of Tunisia, began on National Women's Day (August 13), highlighting the company’s mission to partner with women- and family-owned businesses for authentic culinary and cultural experiences.  

Nadine’s Reflections and Social Media Impact 

Nadine expressed her gratitude for the experience. Her content from this trip, including Instagram posts and blog posts is promoting and will further promote Tunisia’s rich cultural and culinary heritage. 

“I had such a wonderful time in April that my mother wanted to return to experience Tunisia as well. Before we knew it, we had 4 others ready to experience Tunisia with us. We had such a wonderful time this past week! Lamia is truly a magnificent host. [...] I have truly enjoyed experiencing the culture of Tunisia and I would love the opportunity to share more destinations off the beaten path to my audiences! Thanks again for everything! Aishak! —Nadine's feedback to USAID Visit Tunisia on August 20, 2024. 

Nadine’s portrait during her co-created trip with Sawa Taste of Tunisia. PHOTO © Dr. Nadine C. Duncan @TheTravelingBlackWomen 

Nadine’s return marks a tangible success for Sawa Taste of Tunisia and demonstrates the long-term benefits of the original Fam trip funded by USAID Visit Tunisia. The group’s visit led to increased sales for local SMEs through direct recommendations and increased visibility. 

Additionally, Nadine’s content from this second trip to Tunisia is being shared to her 40K followers on Instagram, further amplifying the reach of her positive endorsement for Sawa Taste of Tunisia and Tunisia as a destination. 

“It is such a joy sharing my top travel experiences with family and friends! In April I visited Tunisia and had an amazing time. This past week I was able to bring back a small group of Traveling Black Women to experience Tunisia like I did. Their smiles, interactions, and curiosity were the best part of the entire trip!! I’m grateful to be able to connect with amazing companies like @sawatasteoftunisia to co-create these experiences… Nadine, August 2024. 

Culinary experiences captured during Nadine’s trip to Tunisia with her community and co-created with Sawa Taste of Tunisia. PHOTO © Dr. Nadine C. Duncan @TheTravelingBlackWomen

“We ate so much on this trip! We explored the Tunis Medina like locals with Sawa Taste of Tunisia and our incredible guide, Emily for a street food tour! We indulged in everything from a sweet date sandwich to savoring a fricasse (Tunisian fried bread stuffed with potatoes, tuna, olives, and harissa), a nut-based protein shake, and more… we were so full from just nibbling our way through. Nadine, August 2024. 

Creating Long-lasting Partnerships & Attracting More Visitors  

Nadine Duncan’s engaging posts showcasing her culinary adventures in Tunisia have sparked significant interest within her community. The positive response has led to increased demand for similar experiences, with several followers expressing a desire to join future tours. This growing interest is paving the way for a potential long-term partnership between Nadine and Sawa Taste of Tunisia, who are now considering organizing additional culinary trips together.  

This collaboration not only strengthens ties with the American market but also continues to draw more visitors to Tunisia, benefiting local businesses and enhancing the country’s tourism sector.

 

PHOTO © Dr. Nadine C. Duncan @TheTravelingBlackWomen 

Amplified Reach Through Digital Content 

Nadine’s digital content from both her trips continues to inspire her audience to explore Tunisia. She highlights Tunisia’s underrated status as a destination, the rich flavors of Tunisian cuisine, and the authentic experiences she enjoyed, encouraging others to add Tunisia to their travel list.  

 

This success story underscores USAID's role in not only bringing new visitors to Tunisia but also in strengthening the local economy through tourism. 

Check her published content in the framework of the USAID-funded fam trip in April 2024:  

  • “Tunisia is truly an underrated destination! I will definitely be heading back to visit their beaches!” (Instagram reel). 
  • “Trying different street food is arguably one of the best ways to get a literal taste of the culture of any country…Hear me out: Hots Dogs in NY... Doubles in Trinidad...  Pad Thai in Thailand…etc. Tunisia is no different! Our press group spent any entire morning sampling popular foods throughout the Medina with our guide, Emily Sarsam of @broudoumagazine.” – Nadine, August 2024. (Instagram reel) 
  • “Whether I was making mlawi flatbread for breakfast, enjoying a vegetarian feast in a charming family home, or exploring the vibrant Tunis Central Market, each experience highlighted Tunisia's rich culinary traditions. This video will inspire you to add Tunisia to your travel list! I definitely recommend it to anyone looking for a unique and authentic travel experience.” – Nadine, August 9, 2024. (A Taste of Tunisia: My Culinary Journey through Tunisia (YouTube video) 
  • “And the food—oh my goodness, the food! I knew Tunisian cuisine would be good, but I never expected it to be this incredible. Every meal was a revelation, bursting with rich, bold flavors that left me craving more. I was pleasantly surprised!” Nadine, August 10, 2024. Eating My Way Through Tunisia with Sawa Taste (Blog post) 

 

Stay tuned for more culinary inspiration on The Traveling Black Women blog and Instagram and on Sawa Taste of Tunisia Instagram as well! 

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