Mouna Ben Halima is an iconic figure in the Tunisian hotel industry. Founder and CEO of La Badira, a luxury seaside resort in Hammamet celebrating its 10th anniversary this year, she has achieved a rare feat: her hotel is the only one in Tunisia to be a member of the prestigious Leading Hotels of the World network. But her influence extends far beyond the tourism sector. A long-time community activist, Mouna Ben Halima is actively campaigning for a more open, modern and civic-minded Tunisia.
A committed business leader and active citizen, Mouna Ben Halima embodies a new generation of women leaders in Tunisia. A prominent figure in the Jasmine Revolution, she co-founded the Bus Citoyen, a pioneering initiative that travels across the country’s 22 regions to encourage Tunisians to vote. An active defender of civil society, she campaigns for social, economic, and legal reforms, while warning of the risks of authoritarianism.
Her commitment extends to the non-profit sector: she co-founded Touensa, an organization dedicated to civil rights, civic education, and national dialogue, and chairs the Tunisian committee of Réseau Entreprendre. Elected to the Executive Board of the FTH (Tunisian Hotel Federation) in 2017, she took over as head of the ATUGE (Association of Tunisians from Grandes Écoles) in 2021.
Internationally, she participates in numerous forums on democratic transition and sustainable development, while being recognized for her role in the modernization of the hotel sector.
At just 24, she took over the family hotel after her dad passed away. Today, she runs La Badira – “as bright as the full moon” – a high-end hotel an hour from Tunis, which she’s turned into a showcase for local craftsmanship and a place for training excellence. Against all odds, she took a gamble on luxury, far from the standards of the time – vacation clubs, all-inclusive offers, and low-cost tourism. She dreamed of a refined, inspired hotel, resolutely focused on the international high-end market. She almost completely demolished the old building, keeping only the foundations, and surrounded herself with young architects with whom she dialogued and built a new vision. The result? La Badira, a hotel with a contemporary design that is unique in Tunisia, with 130 suites, a 2,500 m² Clarins spa, an outdoor pool, seven bars and restaurants, and a semi-private beach. It has joined the exclusive circle of Leading Hotels of the World, a distinction unique in Tunisia. “Nowadays, tourists are looking for powerful, original and authentic experiences that provide intense emotions. To meet these new expectations and attract today’s travelers, Tunisia must make huge efforts: it must develop new concepts and promote its wealth, attractions, gastronomy, crafts, and culture… Luxury has an essential role to play in this context, by raising the profile of tourism and improving Tunisia’s offering and image,” explains Mouna Ben Halima.
Educated at the Lycée Louis-le-Grand in Paris-Dauphine, with an MBA from the Mediterranean School of Business and a degree from the ENA in Tunis, Mouna Ben Halima combines ambition, strategy, and commitment with a modern and inclusive vision of Tunisia.
Tunisia’s tourism challenges
A popular destination for Europeans, Tunisia attracts visitors with its sunshine, medinas, and hospitality. But behind this picture-postcard image, the country faces major challenges that call into question the future of its tourism industry. Highly focused on the summer season, the current model suffers from strong seasonality. Cool weather in September limits the beach season, weakening employment and slowing investment. Another threat is coastal erosion, exacerbated by rising sea levels and past development. The lack of diversification in the offering—culture, wellness, desert, ecotourism—is hindering more balanced and authentic activity. Beyond tourism, Tunisia is seeing its talent flee: doctors, teachers, and engineers are leaving, attracted by better prospects. The result is a society under strain, caught between social pressure, institutional crisis, and a loss of bearings. Yet the potential is there. By focusing on sustainable, creative, and open tourism, Tunisia can reinvent itself and shine all year round.
INTERVIEW
LUXUS MAGAZINE: La Badira is the only Tunisian hotel to hold the prestigious Leading Hotels of the World label. What makes your establishment so renowned?
Mouna Ben Halima: What makes it famous? I would say, first of all, that it meets the luxury standards of Leading Hotels of the World, and is therefore on a par with other Leading hotels around the world. And since luxury is not necessarily the norm in Tunisia, La Badira stands out all the more in this respect.
Tunisia is more of a mid-range tourist destination, catering to tour operators and families who come on all-inclusive packages, who don’t pay too much attention to details and don’t have luxury budgets. So what makes La Badira famous is probably largely the fact that it stands out from the general tourist offering in Tunisia.
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Featured photo: Portrait of Mouna Ben Halima
