TUNIS, Tunisia — The Sandra Club Hotel in Hammamet, a popular coastal town in the north of Tunis, aims to position itself as a “family hotel,” and thus serves no alcohol, has segregated spas and massage rooms, and religious entertainment shows throughout Ramadan.

Inaugurated by the head of the Islamic Ennahda movement Rachid Ghannouchi on June 2, it is the second alcohol-free hotel in this touristic town, following Azur Plaza, which opened four years ago. There are about 10 similar establishments in Tunisia.

The opening has rekindled a controversy about the concept of “halal tourism” in the country. While Ministry of Tourism officials are reluctant to use the term, let alone encourage it, many people in the sector consider it a new measure that could boost Tunisia’s declining tourism sector. The sector, once one of the economic engines of the country, received a heavy blow following an attack by the Islamic State on a hotel three years ago that killed 39 people and wounded 40 others; the victims were mostly British.

Bilal Saffar, owner of the Sandra Club Hotel, told Al-Monitor that before deciding to open the business, he had asked his peers in tourism and political sectors whether there was a niche for alcohol-free lodgings and concluded that indeed there was, both for Tunisian and Algerian tourists who travel with family.