Despite a favorable climate and high-quality fruit production, Tunisia's fruit export sector has faced persistent limitations in reaching its full international potential. Existing efforts were often scattered, lacking a unified strategic direction. Export performance was concentrated on a few traditional markets (mainly European), with minimal diversification. Many exporters did not fully understand the technical requirements of international buyers, nor did they have access to precise intelligence on market attractiveness. Furthermore, national promotion efforts remained under-leveraged and disconnected from long-term positioning goals, making it difficult for Tunisia’s fruit sector to compete globally despite having comparative advantages.