Business culture in Tunisia

Known for its ease of doing business, Tunisia attracts investors from all over the world. For your company to operate successfully in this country, it is important to take into account the business traditions, as well as the cultural and mentality of your Tunisian business partners.

Meetings

Appointments are essential, and should be made as far in advance as possible and confirmed a day or two before the meeting.

It is best to avoid scheduling meetings in July and August when the heat is at its worst. During Ramadan, working days are shorter and should be avoided.

Most businesses close for lunch between 12:30 and 14:30 Monday through Friday. Businesses may also close during prayer times.

Punctuality is not encouraged in Tunisia. Although foreigners are expected to arrive on time, they may be kept waiting. Meetings can be delayed and easily drag on.

In general, Tunisians have an open door policy, even during meetings. This means that you may be interrupted frequently. Others may even enter the room and start another discussion. You are welcome to join in, but do not try to bring the topic back to the original discussion until the new person has left. Business meetings begin after much small talk.

French is the language of business in Tunisia. If you are not fluent, you may need to hire an interpreter.

Greetings

A handshake is a fairly typical greeting in Tunisia between people of the same sex. If you are a man greeting a man, a handshake should be acceptable. However, if you are a man being introduced to a woman, you should wait for her to make the first move. If she extends her hand, you can offer a light handshake. But if she does not, you should limit yourself to a respectful nod.

When addressing a person, it is appropriate to use formal nouns, such as "monsieur" for men and "madam" for women, and then use his last name.

Dress Etiquette

Business dress code is formal and conservative. Men should wear dark, conservative business suits for the first meeting. In the summer heat, a jacket can often be dispensed with, although formality is preferable.

Women should wear business suits or dresses. Since Tunisia is an Islamic country, women should cover themselves appropriately. Skirts and dresses should cover the knee, and sleeves should cover most of the arm.

Business Cards

Business cards are exchanged without formal ritual in Tunisia. Business cards should be bilingual in Arabic and French. Alternatively, you can have two cards: one English-Arabic and one English-French.

Show your card with the French side facing the recipient. Give your business card to the most senior Tunisian first.

Gifts and Business Dinners

Contrary to many Western customs, it is not customary in Tunisia to open a gift when it is received. One can only assume that this custom arose to avoid any opportunity to express disappointment to the gift-giver. If you give a gift, do not be surprised if it is put away unopened. When you receive a gift, also do not open it immediately.

As in other Arab countries, Tunisians pride themselves on being hospitable hosts.

If you are invited to a local home (perhaps as a result of the rapport you developed above), you should take the gift to the host.

Foods such as cake, nuts, candy, pastries, and fruit are always well received. Unless you know for sure what your host drinks, you should avoid accepting alcohol as a gift of hospitality.

Keep in mind, however, that you cannot always assume that an invitation to someone's home automatically extends to your spouse. Conservative Tunisians still only entertain guests in same-sex groups. If in doubt, just ask.

Many traditional Tunisian meals begin with the passing of a bowl of water used to wash hands before eating. The best way to maintain impeccable etiquette while eating is to always watch your host. Follow his actions and do not do anything until you see him do it.

As in all Muslim cultures, never use your left hand to eat (or do anything else). Eat only with your right hand, with your left hand in your lap under the table (if there is a table).

The meal will end as it began, with the passing of a bowl of water used to wash hands. Men and women often eat separately, with the men eating first and the women eating second.

Do not begin eating until the host has blessed the food or has begun eating. Food is served from a communal bowl. Eat from the part of the bowl in front of you. Never reach across the bowl to reach something from the other side. As an honored guest, you will be offered gourmet dishes. Food is eaten with the hands, but many now use knives and forks. You will be given a spoon to eat couscous with. If you use your hands, scoop the food with the first two fingers of your right hand.

When entering someone's home in Tunisia, be prepared to remove your shoes.

Communication Features

Tunisian communication tends to be indirect rather than direct. This reflects the cultural emphasis on maintaining harmony and avoiding confrontation. However, this does not mean that communication lacks clarity. Tunisians can be very precise in their communication, but often use subtle hints and may downplay their true intentions.

The French have also had a strong influence on their business practices, so expect both politeness and some formality. It is quite common to discuss business in cafes and restaurants.

Hierarchy and respect for authority are important aspects of Tunisian business culture. This is reflected in formal communication styles. Titles are used widely, and addressing someone by their title shows respect. Meetings often follow a structured format with a clear agenda and presentations delivered in a formal manner.

Non-verbal cues play an important role in Tunisian communication. Here's how to manage them effectively:

Body Language: Maintaining eye contact is essential, but prolonged eye contact can be seen as disrespectful. Observe how others use gestures, as they tend to be more animated compared to some Western cultures.

Silence has meaning: Silence is often used for reflection, not as a sign of weakness. Allow yourself pauses in conversation without feeling obligated to fill them immediately.

Smiling: Smiling is a common feature of Tunisian communication, but understanding the context is key. Smiling can mean politeness, agreement, or even uncertainty.

Negotiation Practices

A country with a rich cultural heritage, Tunisia has unique negotiation practices, and understanding them is critical to successful business.

Negotiators here often prioritize relationship building before discussing details. This reflects a collectivist culture that values social harmony and long-term partnerships. Trust and mutual understanding are seen as the foundation for a sustainable agreement. 
The Tunisian negotiating style is defined by several key strategies:

Indirect Communication: Tunisians may use indirect language or subtle hints to convey their true position. It is important to pay attention to non-verbal cues and be prepared to read between the lines.

Focus on Long-Term Benefits: Building strong relationships is paramount. Negotiations may take longer than in some cultures, with an emphasis on finding win-win solutions that ensure a sustainable partnership.

Flexibility and Patience: Tunisian negotiators may be willing to adjust their positions as the process progresses. Patience and a willingness to adapt your approach are critical.

Respect for Hierarchy: Negotiating teams may have a clear hierarchy, and respect is given to senior members. It is important to address them accordingly.

Saving Face: Avoiding public humiliation or causing someone to "lose face" is critical. Focus on solutions that allow all parties to leave with a sense of accomplishment.

Emotional Expression: Tunisian negotiators may express emotions more openly than in some cultures. It is important to remain calm and avoid mirroring strong emotions.

Business lunches are often an extension of the negotiating process. Be prepared for these social gatherings and remember that establishing rapport during these lunches can make a big difference in the outcome of a deal.

Hierarchical structures are an important aspect of Tunisian business, shaped by cultural values and historical factors. These structures influence decision making, team dynamics, and leadership styles.

Holidays and Observances

In Tunisia, holidays and observances significantly impact business operations. Understanding these cultural and legal markers is critical to respecting local traditions and ensuring the smooth running of business.

Public Holidays

Tunisia's law establishes several official holidays, known as "Fêtes légales", when businesses are required by law to close or employees must be offered alternative compensation if they are forced to work. These holidays include:

• New Year's Day (January 1): To mark the start of the new year, most businesses close to allow for family celebrations.
• Independence Day (March 20): celebrates Tunisia's independence from France. Businesses are generally closed or operate on reduced hours.
• Labor Day (May 1): To celebrate workers' rights, most businesses are closed.
• Eid el-Fitr (Eid al-Fitr): A three-day holiday marking the end of Ramadan, the Muslim holy month. Businesses are generally closed (dates vary depending on the lunar calendar).
• Eid el-Adha (Eid al-Adha): A four-day religious holiday commemorating Abraham's sacrifice. Most businesses are closed (dates vary depending on the lunar calendar).
• Martyrs' Day (March 20): Honoring those who died fighting for independence. Businesses are open as usual.
• Republic Day (June 1): Marks the proclamation of the Tunisian Republic. Businesses are open as usual.

The Ministry of Social Affairs publishes a full list of official holidays each year. Consulting this list ensures that businesses comply with legal requirements.

Regional Observances

In addition to national holidays, Tunisia's diverse culture celebrates a variety of regional festivals and holidays. These regional holidays may not be official holidays, but may impact businesses in certain areas. Some examples include:

• Mouled (Prophet Muhammad's Birthday): Celebrates the birthday of the Prophet Muhammad. Some businesses may operate for shorter periods or close altogether (dates vary depending on the lunar calendar).
• Local Patron Saints' Days: Many towns and villages celebrate their patron saints' days, which may impact local businesses.