1. How would you describe the current state of bilateral relations between Tunisia and South Africa, particularly in trade and economic cooperation?
When I presented my Letters of Credence to President Cyril Ramaphosa, I felt very strongly that our mission here is not simply diplomatic representation — it is about giving new energy to a historic relationship between two countries that have both known struggle, resilience, and transformation.
Tunisia and South Africa enjoy warm and respectful political relations. There is mutual understanding and alignment within continental and multilateral platforms. However, my conviction — and my daily work — is to ensure that this political goodwill translates into measurable economic cooperation.
Trade remains below our real potential, and this is precisely where our efforts are focused: facilitating business-to-business engagement, encouraging investment flows, and identifying concrete, sector-driven partnerships that deliver results for our private sectors and our youth.
2. Which key sectors offer the greatest potential for expanding trade and investment?
I believe strongly in complementarity. Tunisia brings industrial know-how, export experience, and agility. South Africa brings scale, regional integration, and dynamic value chains. Priority sectors include:
Agribusiness and agro-processing
Pharmaceuticals
Automotive components
Renewable energy
Digital technologies and innovation
Higher education and technical training
One initiative that is particularly close to my heart is what I often call our “olive oil diplomacy.” Tunisia is one of the world’s leading producers of high-quality olive oil — our “green gold.” Through tastings, business forums, and cultural events, we are positioning Tunisian olive oil not just as a product, but as a symbol of heritage, sustainability, and excellence.
Introducing Tunisian olive oil into the South African market is part of a broader strategy: economic diplomacy rooted in authenticity and quality. It is about creating recognition for Tunisian products while building lasting commercial partnerships.
3. Tunisia is emerging as an increasingly attractive destination for African travellers. What distinguishes Tunisia as a tourism destination for South Africans?
What I find particularly beautiful in the Tunisia–South Africa story is the symbolism of geography itself. South Africa is home to Cape Agulhas, the southernmost point of the African continent. Tunisia, for its part, proudly holds Ras Angela, the northernmost point of Africa. In a very real sense, our two countries embrace the continent from its two extremities. There is something profoundly meaningful about that — we are geographically distant, yet symbolically connected. Beyond this powerful symbolism, Tunisia offers South African travellers an extraordinary concentration of heritage, landscapes, and cultural richness within a relatively small territory.
We are home to remarkable UNESCO World Heritage Sites, including:
The ancient city of Carthage, a cradle of Mediterranean civilisation
The Roman amphitheatre of El Djem Amphitheatre, one of the best preserved in the world
The historic Medina of Medina of Tunis
The holy city of Kairouan, a major spiritual and architectural landmark
These sites tell the story of Tunisia as a crossroads of civilizations — African, Arab, Mediterranean, and European — layered over millennia. Then there is our natural diversity: Mediterranean coastlines, Saharan desert landscapes, mountain villages, and palm oases — all accessible within a few hours.
And of course, Tunisian cuisine is a destination in itself. Our gastronomy reflects centuries of exchange and refinement. From couscous and brik to ojja and fresh seafood, and the unmistakable depth of harissa — our iconic chili paste that has become a symbol of Tunisian culinary identity — to olive oil, our “green gold,” and the prized dates of the south, Tunisian food is generous, flavourful, and deeply rooted in local traditions. It is Mediterranean, but with a distinctly North African soul. For South African travellers, Tunisia offers something rare: a journey through history, culture, flavour, and landscapes — all within one welcoming, authentic African country.
4. What experiences in your career have shaped your diplomatic approach?
Throughout my career, I have learned that diplomacy is ultimately about people. Titles and protocols matter — but trust matters more. I had the privilege of beginning my diplomatic journey in Paris, working within a strong bilateral framework, and later serving at the United Nations in New York. That experience was transformative. It exposed me to multilateral diplomacy at the highest level and allowed me to witness firsthand the adoption of the 2030 Agenda for Sustainable Development and its Sustainable Development Goals.
Being present at that historic moment reinforced my deep conviction that multilateralism is not an abstract concept — it is a crucial instrument for collective progress. In an increasingly fragmented world, I remain firmly convinced that multilateral cooperation is indispensable to address global challenges.
Serving later as Ambassador of Tunisia to the Czech Republic was another defining chapter. It provided a concrete opportunity to practice economic diplomacy in a focused and strategic manner — promoting Tunisian exports, facilitating business partnerships, and positioning Tunisia as a competitive and reliable partner within Central Europe. That experience strengthened my belief that diplomacy must generate measurable economic impact.
Presenting my credentials here in South Africa marked the beginning of a new chapter grounded in both bilateral and multilateral experience. My approach has been guided by one principle: diplomacy must be practical and forward-looking. It must translate dialogue into tangible outcomes.
That is why science diplomacy has become a central pillar of our work. In close cooperation with the Department of Science, Technology and Innovation, we are actively connecting Tunisian and South African universities, researchers, and innovation ecosystems.
Our objective is clear: to build joint research projects, encourage mobility of scholars, and foster collaboration in areas such as artificial intelligence, agritech, water management, and renewable energy.
Knowledge partnerships create long-term strategic alignment — and they invest directly in our youth and in the future of our continent.
5. What has been the most rewarding experience since assuming your post?
Without hesitation: witnessing genuine enthusiasm on both sides.
South African institutions, entrepreneurs, academics — and the Tunisian community here — have demonstrated strong interest in building deeper and more structured engagement with Tunisia.
One particularly rewarding milestone has been advancing the introduction of Tunisian olive oil into the South African market. Beyond the commercial dimension, this initiative reflects a broader strategic vision: leveraging the opportunities offered by the African Continental Free Trade Area (AfCFTA).
AfCFTA represents a historic step toward a truly integrated African market. For Tunisia, positioning our olive oil — our “green gold” — within this continental free trade framework is both symbolic and strategic. It demonstrates how value-added African products can circulate more efficiently across the continent, strengthening intra-African trade, reducing barriers, and fostering economic sovereignty.
Promoting Tunisian olive oil in South Africa is therefore not only an export initiative; it is part of a larger vision of African economic integration.
Another deeply rewarding dimension has been working with the Tunisian diaspora. Our diaspora plays an essential role in promoting Tunisian culture, cuisine, entrepreneurship, and image abroad. They are ambassadors in their own right. Through cultural events, business networks, and community initiatives, they amplify Tunisia’s presence and strengthen people-to-people connections.
6. How do you see your role beyond state-to-state relations?
I see myself, fundamentally, as a bridge-builder — but also as a connector of ecosystems.
Government-to-government dialogue establishes the political framework and ensures strategic alignment. However, truly sustainable and resilient bilateral relations are built at multiple levels: between universities and research centres, between chambers of commerce and start-ups, between artists, innovators, and young entrepreneurs.
My role is to identify synergies, remove obstacles, and create platforms where these actors can meet and collaborate. Whether through economic forums, science diplomacy initiatives, university partnerships, cultural events, or agribusiness projects such as the promotion of Tunisian olive oil, each initiative contributes to deepening trust and generating concrete outcomes.
I also see the Embassy as a catalyst — encouraging mobility, knowledge exchange, and co-investment. By supporting academic cooperation, fostering innovation networks, and strengthening people-to-people ties, we move beyond traditional diplomacy toward a more inclusive and participatory model of engagement.
At the same time, I am conscious that diplomacy is a continuum. One of my responsibilities is to prepare solid ground for my successor — to structure partnerships, institutionalise initiatives, and ensure that the frameworks we establish today are sustainable and scalable tomorrow. Strong diplomacy is not about isolated achievements; it is about building foundations that endure.
Ultimately, my objective is to ensure that Tunisia–South Africa relations are not only cordial, but dynamic, strategic, and future-oriented — anchored in shared African ambitions and tangible cooperation that will continue to grow beyond my tenure.
7. What milestones can we expect in the coming years?
In the years ahead, I see our relationship evolving with greater depth, structure, and ambition. We will continue to give priority to economic diplomacy through carefully targeted sector missions — bringing together businesses, investors, and innovators in areas where our complementarities are strongest. Agribusiness and renewable energy will remain central pillars, as both sectors are critical for food security, sustainability, and Africa’s green transition.
Science diplomacy will also continue to guide our engagement. Strengthening university partnerships, encouraging researcher mobility, and building joint innovation platforms are not short-term initiatives; they are long-term investments in knowledge and youth.
As we say in Tunisia, “نور العلم — “knowledge is light. It is through knowledge that nations build their future.
Tourism exchanges will be further encouraged, allowing our peoples to discover one another beyond official settings. Travel creates understanding. And as another Tunisian proverb reminds us, “ما اللي يجهلك يعرفك — “those who do not know you cannot truly understand you. Greater people-to-people contact strengthens trust and mutual appreciation.
At the continental level, we will continue to support African integration and South–South cooperation. Tunisia and South Africa, situated at the northernmost and southernmost points of our continent, are naturally positioned to serve as connectors — linking North and Southern Africa through practical cooperation in trade, science, and culture.
I firmly believe that when Africa works with Africa, we unlock our full potential. Our milestones, therefore, are not isolated projects; they are steps toward a more integrated, confident, and self-reliant continent.
8. What message would you like to convey to South Africans?
My message is simple and heartfelt: I would like South Africans to see Tunisia not only as a beautiful destination, but as a sincere partner and a trusted African friend.
Our two nations share a history shaped by struggle, dignity, and the pursuit of sovereignty. We understand the value of resilience. In Tunisia, we often say “الفرج مفتاح الصبر — “ patience is the key to relief. Our histories have taught us endurance; our present calls for vision.
Tunisia is a reliable economic partner, open to trade and investment. It is a country of culture and heritage, of innovation and youthful dynamism. It is also a nation deeply committed to dialogue, multilateralism, and continental cooperation.
But beyond institutions and agreements, I hope South Africans will feel that Tunisia is close to them in spirit. As we say, “ما وحدة يد تصفقش — “one hand alone cannot clap. Progress requires partnership.
If we choose to build together — economically, scientifically, culturally — we do more than strengthen bilateral relations. We contribute to shaping a more connected, confident, and forward-looking Africa, from Ras Angela in the north to Cape Agulhas in the south.
