Celebrating Women's Day: The Inspiring Journey of Lamia Temimi and the Rise of Sawa Taste of Tunisia

Articles / 04-09-2024
Celebrating Women's Day: The Inspiring Journey of Lamia Temimi and the Rise of Sawa Taste of Tunisia
Photo ©USAID/Sawa Taste of Tunisia

On National Women’s Day (August 13), USAID celebrated the remarkable journey of Lamia Temimi, the visionary behind Sawa Taste of Tunisia, a USAID-supported business since 2023. From her passion for Tunisian culinary traditions to building a thriving business, Lamia's journey is a testament to the profound impact women with vision and drive can have on their communities, economic growth, and tourism in Tunisia. USAID Visit Tunisia continues to support and uplift women entrepreneurs, recognizing that their success is essential to building a brighter, more inclusive tourism sector for all Tunisians. Read on for Lamia’s reflections on her journey to business ownership. 

 

“I grew up in the vibrant streets of Tunis, surrounded by the rich aromas and flavors of traditional Tunisian cuisine. From a young age, I was captivated by the art of cooking, learning the secrets of age-old recipes passed down through generations of women in my family. However, despite my deep love for food and culture, the path to entrepreneurship was not always clear for me. Undeterred by these obstacles, I was determined to share the authentic tastes of Tunisia with the world. I envisioned a business that would not only showcase my country’s unique culinary traditions but also provide sustainable income opportunities for local women. This dream took shape in the form of Sawa Taste of Tunisia, a company dedicated to showcasing Tunisia through its cuisine, gastronomy and local products. However, launching Sawa Taste of Tunisia was no easy feat. I faced numerous hurdles. It was during this critical time that USAID’s support became a game-changer. Lamia Temimi, August 2024. Photo ©Lamia Temimi. 

In Summer 2023, USAID Visit Tunisia began working with Lamia, promoting her other business, Sawa Gite Rural, under the 'Nature & Adventure SME' marketing campaign which featured 12 adventure- and outdoor-focused tourism experiences across Tunisia, in collaboration with Tunisian influencers Ilef Baatout, Eya Naccache, Emna Sadfi and Khouloud Moalla. The campaign reached over 356K people on social networks and the supported businesses saw their number of followers increase by 73.5% and their sales by 82.7% (as compared to the same prior summer period). During this campaign, Sawa Gite Rural grew their following from 1,000 to 7,600 followers — an increase of 660% — and reached over 264K people online. 

Following the successful collaboration between USAID Visit Tunisia and Sawa, in spring 2024, Lamia applied for and received a grant award from the project, which included assistance in organizing a familiarization (‘Fam’) trip to promote her new venture – Sawa Taste of Tunisia, offering the first culinary tours of Tunisia with women- and family-owned small businesses. The Fam trip brought 5 journalists/bloggers to Tunisia – from Wales, Scotland, the City of London, Portugal and the USA – to experience the Sawa tour and then promote Tunisia, its tasty cuisine, and Lamia’s unique tourism offering to their readers and fellow travellers.    

“Thanks to USAID's support, Sawa Taste of Tunisia began to flourish. The company entered new markets across Europe and North America. But perhaps the most significant achievement was the impact on the lives of the women involved in Sawa Taste of Tunisia tours. I made it a priority to involve women from rural areas and family-owned businesses. Today, Sawa Taste of Tunisia is more than just a business; it is a symbol of resilience, empowerment, and the incredible potential of women entrepreneurs. My journey with Sawa Taste of Tunisia reminds us that when women succeed, communities thrive. Lamia Temimi, August 2024. Photo ©USAID. 

 

Book your experience with Sawa Taste of Tunisia at sawataste.com/eng/ 

Download Sawa Gite Rural flyer in Arabic, French, English. 

      

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