Tunisian tourism boosters look to ‘Star Wars’

Posted Sunday, May. 18, 2014  comments  Print Reprints

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Attracting news coverage and inspiring smiles, two dozen white-clad Imperial troopers and other Star Wars characters recently marched down a stately, tree-lined avenue in Tunis — a site where activists fought riot police back in 2011 during the Arab Spring revolutions.

The empire was not striking back against the poster child for Arab democracy. Instead, the eye-catching late-April event was part of an innovative campaign to encourage tourists to return to this sunny desert-and-beach nation in North Africa.

“We came here to Tunis to help save the Star Wars sites in Matmata and Tozeur and convince people to return to Tunisia,” said Ingo Kaiser, head of a Star Wars fan club in Europe, referring to the movie sets that are slowly being covered up by sand in the Tunisian desert.

He wore the khaki overalls and large helmet of the two-legged AT-ST machines that battled rebels in the forest of Endor in the 1983 film Return of the Jedi.

A huge screen broadcast scenes from the films as the thronging crowds snapped photos of the costumed characters.

“It’s the first time such an even has happened in Tunis. It’s really impressive,” said Asma Souissi, a 19-year-old student. “It opens up new horizons for Tunisia.”

After longtime President Zine El Abidine Ben Ali was overthrown in 2011, Tunisia was rocked by labor unrest, terrorist attacks and political assassinations. That devastated Tunisia’s key tourism sector, which contributes 7 percent to the country’s GDP and employs 400,000 people.

So the Tunisian National Office for Tourism teamed up with the country’s new Star Wars fan club to stage the country’s first Star Wars encounter. Fan clubs from Europe took part in the parade, and screenings of the franchise’s films were held at the desert movie sets during the week.

“We did this campaign to take advantage of these sets, which are unique in the world — the only sites from the movies remaining,” said Zied Chargui, director of the National Office of Tunisian Tourism.

The campaign began with Tunisia’s own video of Pharrell Williams’ popular song Happy, which featured Star Wars characters dancing around Tunisian tourist sites and the movie sets. The video has been viewed more than 1.8 million times since it was posted in March — and was tweeted by Williams himself.

“It created a global buzz, which makes us very happy,” said Chargui.

The original 1977 Star Wars was filmed in Tunisia, with protagonist Luke Skywalker’s home planet borrowing its name from the nearby town of Tataouine. Tourists can even stay in the Sidi Driss hotel in Matmata where Skywalker grew up.

New sets were built for the 1999 Phantom Menace film, as well as its 2002 sequel. The seventh episode in the “Star Wars” franchise is expected next year but is not filming in Tunisia, apparently because of concerns about stability. The Tunisian tourism industry nearly collapsed in 2011, but in the past few months there has been a return to stability and a renewed effort to bring back tourists, although the 6.2 million arrivals in 2013 are still 9 percent less than 2010.

“This event will give a boost that Tunisian tourism really needs — it is something new and a sign of opening up to the outside,” said travel agent Rene Trabelsi, who is involved in the annual Jewish pilgrimage to the Tunisian island of Djerba. Restrictions were recently eased on Israelis seeking to make the trip.

“It’s our first convention and we will see if we can make it annual,” said Ameur Abderrahman, director of Tunisia’s year-and-a-half-old Star Wars fan club.

The campaign also involves an effort to save one of the sets, which is being engulfed by a sand dune. A crowdsourcing website seeks to raise $188,000 to clear away the dune and restore the fictional settlement of Mos Espa from the 1999 film.

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