Global Buyers View Tunisia as Strategic Nearshoring Hub for Diversified and Resilient Supply Chains

Buyers increasingly want hard evidence of sustainable practices, from wastewater treatment to recycled fibres. Based on the conversations around this event, do Tunisian suppliers see sustainability as an opportunity to upgrade, or a costly hurdle that risks leaving smaller firms behind?
Serhan Pul: Sustainability has become a defining factor in the textiles industry, and Tunisian suppliers are increasingly aware of its importance. We expect to see sustainability regarded more as an opportunity for transformation than as a constraint. Leading manufacturers are already making significant investments in wastewater treatment, renewable energy, and the use of recycled fibres, positioning themselves to align with the strict requirements of European buyers.

For smaller firms, the path is more complex. Compliance with sustainability standards can be costly and resource-intensive, and there is a legitimate concern that some businesses could struggle to keep pace. Yet, what we observe is not resignation, but adaptation: many smaller suppliers are exploring collaborative models, such as shared treatment facilities, cluster initiatives, or partnerships with technology providers, to spread costs and access expertise.

The fair will provide an important platform for these discussions, helping to ensure that sustainability does not become a dividing line in the industry, but rather a shared framework for progress. In this way, Tunisia can strengthen its overall competitiveness while ensuring that companies of all sizes are included in the transition.

Denim and workwear are Tunisian staples, but the global market is shifting. Do you sense from this year’s exhibitors and buyers that Tunisia is ready to diversify into new niches — higher-value fashion, technical textiles, or full-package services beyond cut-and-sew?
Serhan Pul: We expect to see strong signals that the industry is moving toward diversification. Exhibitors are preparing to highlight capabilities not only in traditional product categories but also in higher-value segments such as fashion, technical textiles, and full-package services that go well beyond cut-and-sew.

Buyers, in turn, are increasingly looking for partners who can offer design input, sustainable production, and integrated supply chain solutions. Tunisia is well positioned to respond to this demand thanks to its proximity to Europe, a skilled workforce, and growing investments in technology and innovation. The fair will showcase how the country’s textile sector is ready to evolve from being primarily a fast, flexible supplier into a more comprehensive and value-driven partner for global brands.

Europe still dominates Tunisia’s exports, but dependence on one market is risky. From what you’re hearing at the fair, is there serious momentum to build ties with buyers from Africa, Asia, or the Americas — or does Europe remain the only real game?
Serhan Pul: I expect a growing momentum toward market diversification. Exhibitors and buyers alike are expressing interest in expanding connections to Africa, Asia, and the Americas. African markets, in particular, are emerging as a natural extension for Tunisian exports, given geographic and cultural `proximity.

At the same time, partnerships with buyers from Asia and the Americas are beginning to gain traction, especially in areas such as technical textiles and value-added production. Europe will remain central, but the conversations at the fair point to a more balanced future, one where Tunisia leverages its strengths to build resilient and diversified trade relationships beyond its traditional partners. ITF Intertex Tunisia will serve as a catalyst in accelerating this shift by bringing together stakeholders from multiple regions.

“Near-shoring” and “supply chain resilience” are the buzzwords driving sourcing strategies worldwide. Do you believe Tunisia is genuinely on the shortlist for global buyers looking for alternatives to Asia, or is the interest still largely theoretical?
Serhan Pul: Tunisia offers clear competitive advantages: geographic proximity to Europe, short lead times, a skilled workforce, and a strong tradition of flexibility and quality. What we are hearing from exhibitors and buyers is that interest is moving beyond theory into practice. Several brands are actively exploring Tunisia as a base for diversifying their supply chains, particularly in categories where speed-to-market, sustainability, and compliance are critical. While Asia will remain a dominant player, Tunisia’s position as a reliable and agile partner is becoming more tangible each year, and this fair will serve as evidence of that growing momentum.

Trade preferences with the EU have long been a lifeline for Tunisian manufacturers. Do you think those agreements are still sufficient to keep the country competitive, or are exhibitors raising concerns about policy gaps or bureaucracy that could blunt their impact?
Serhan Pul: Trade preferences remain a valuable asset for Tunisian manufacturers, helping the country retain a competitive edge in Europe.

At the same time, exhibitors will recognise that preferential agreements are most effective when paired with broader efforts: investments in innovation, sustainability, digitalisation, and supply chain efficiency. While there are occasional concerns about bureaucracy or regulatory complexity, these are generally seen as challenges to be managed rather than barriers that diminish the importance of the agreements.

The overall sentiment is forward-looking: EU trade preferences provide a stable foundation, while Tunisian suppliers are determined to strengthen their own capabilities to ensure long-term competitiveness. This combination of supportive policy frameworks and private-sector initiative is what will secure the industry’s future.

Labour conditions, fair wages, and environmental compliance are becoming make-or-break issues for sourcing. How do those conversations surface at Intertex Tunisia — are they seen as barriers to growth, or as levers for Tunisia to position itself as a responsible partner?
Serhan Pul: Labour conditions, fair wages, and environmental compliance are now central to global sourcing strategies, and they are very much part of the conversations we expect at the upcoming fair. Rather than being viewed only as barriers to growth, these issues are increasingly recognised by Tunisian suppliers as opportunities to position the country as a reliable and responsible partner for international brands.

Many exhibitors are already highlighting certifications, investments in modern facilities, and initiatives in social and environmental responsibility. Buyers, in turn, are asking more detailed questions and seeking verifiable standards, which is pushing the industry to upgrade. While compliance can represent an added cost, the prevailing sentiment is that these commitments strengthen Tunisia’s long-term competitiveness by building trust with global partners. ITF Intertex Tunisia aims to amplify this message by providing a platform where responsibility and competitiveness are not seen as contradictory, but as mutually reinforcing drivers of growth.

Finally, if we fast-forward to 2030, what role do you want Intertex Tunisia to play? Will it remain primarily a marketplace to cut deals, or could it evolve into a regional platform shaping how Tunisia and the wider Mediterranean connect to the global textile and apparel trade?
Serhan Pul: By 2030, we envision ITF Intertex Tunisia evolving well beyond a transactional marketplace. While facilitating trade and business deals will always remain at its core, our ambition for the fair is to serve as a regional hub that actively shapes the future of the textile and apparel industry in Tunisia and the wider Mediterranean.

We see ITF Intertex Tunisia becoming a platform where innovation, sustainability, and collaboration converge;not only connecting buyers and suppliers, but also fostering dialogue on technology, circularity, and regional integration. In this way, the event can help position Tunisia as a bridge between Europe, Africa, and the Middle East, while strengthening the Mediterranean’s role in the global textile value chain.

Our goal for ITF Intertex Tunisia is to be recognised not just as a trade fair, but as a strategic meeting point where the region defines its contribution to a more resilient, sustainable, and diversified global industry.