From May 26 to 28, 2026, Côte d'Ivoire showcased its charms and economic strengths at the ITB Shanghai trade show in China. Led by the Minister of Tourism and Leisure, Siandou Fofana, the Ivorian delegation made a strong impression by positioning the country as a must-see destination in Africa for Asian travelers and investors.

This offensive is directly in line with the second phase of the national strategy "Sublime Côte d'Ivoire" , which now targets the Chinese market as an essential driver of tourism, leisure and economic growth.

"Our ambition is to establish Côte d'Ivoire as a leading tourist and leisure destination in Africa, thanks to an innovative, sustainable and deeply human offering."

— Siandou Fofana , Minister of Tourism and Leisure.

A united delegation for an attractive ecosystem

To attract Chinese audiences, Côte d'Ivoire focused on the diversity of its offerings by bringing together public institutions, private operators, artisans, and cultural promoters. Among the ambassadors of this rich ecosystem were:

1. From the N'Zi River Lodge ecotourism estate;
2. From the innovative actor WAKI CI ;
3. From the main umbrella organizations of the hotel, leisure and tourism sectors.

Two key strategic moments in Shanghai

The Ivorian presence was marked by concrete progress through two major events:

1. Visa facilitation and attractiveness: Right from the opening, a strategic meeting was held with the global visa giant VFS Global . Coordinated by Dr. Klo Fagama (Director General of the Tourism and Hospitality Industry - DG-ITH) and Ms. Frédérique Ada-Kouassi (Director of the Tourism Bureau in Beijing), this meeting aimed to simplify travel formalities, promote the destination and attract new investments.
2. Call to investors: Dr. Klo Fagama also moderated a well-attended panel discussion highlighting business opportunities in Côte d'Ivoire. Discussions focused on the development of hotel infrastructure, theme parks, immersive leisure activities, and the strengthening of public-private partnerships (PPPs).

The Chinese market: A giant with staggering figures

By winning at ITB China, Côte d'Ivoire is targeting the most dynamic market in the sector. The figures from the trade show and the Chinese outlook for 2026 speak for themselves:

ITB China Indicators 2026	Chinese Market Statistics (Forecast 2026)
900 exhibitors from 85 countries	178 to 187 million international trips
1,700 professional buyers	$276 to $296 billion in tourism spending (or more than 170 trillion FCFA)
46,000 B2B meetings	A pool of 400 million consumers from the middle class
+20% of exhibition space (vs 2025)	A growing appetite for African destinations

In Shanghai, Ivory Coast went beyond simply being a figurehead to lay the foundations for a sustainable and ambitious penetration of the Asian market.