Côte d’Ivoire aims to take a new step in its ambition to become a leading tourism destination in Africa. From May 26 to 28, 2026, the country will participate in the 2026 edition of the international tourism fair ITB China, held at the Shanghai World Expo Exhibition and Convention Center, under the leadership of the Minister of Tourism and Leisure, Siandou Fofana.
Through this strategic participation, Ivorian authorities aim to strengthen the positioning of the “Sublime Côte d’Ivoire” brand in Asian markets, particularly China, which are currently among the most dynamic in the global tourism sector.
For this major international event, Côte d’Ivoire will deploy a significant delegation made up of institutional representatives and private sector actors from tourism, hospitality, and leisure industries. This presence reflects the government’s determination to tap into the vast Asian market, driven by a growing Chinese middle class estimated at several hundred million travelers.
Under the leadership of Minister Siandou Fofana, the country is pursuing an ambitious strategy to promote its tourism potential, attract investors, and develop new economic partnerships.
Considered one of the largest professional tourism fairs in Asia, ITB China 2026 will bring together more than 900 exhibitors from 85 countries and regions, nearly 1,700 professional buyers, and tens of thousands of business meetings.
Alongside the B2B and B2C meetings scheduled during the fair, several public-private partnership agreements and memoranda of understanding are expected to be signed between Côte d’Ivoire and Chinese companies specializing in tourism, hospitality, leisure, catering, and entertainment sectors.
These discussions aim in particular to promote the transfer of modern technologies and strengthen the competitiveness of the Ivorian destination through new equipment and tourism infrastructure. In Shanghai, the Ivorian delegation intends to promote the country’s many assets, including its political stability, modern infrastructure, renowned hospitality, cultural richness, gastronomy, natural sites, as well as its potential in ecotourism and business tourism.
These elements form the foundation of the national strategy “Sublime Côte d’Ivoire – Second Generation,” integrated into the 2026–2030 National Development Plan led by President Alassane Ouattara.
The stated objective is to make Côte d’Ivoire a competitive destination capable of attracting international visitors and increasing investment in the tourism sector.
In preparation for the event, Frédérique Ada-Kouassi carried out several promotional activities to ensure greater visibility of the Ivorian destination in China.
This strategy is part of a broader diplomatic dynamic, with the Ivorian embassy in Beijing also covering several Asian countries, including Thailand, Laos, Cambodia, Vietnam, and North Korea.
Beyond exhibitions and business meetings, ITB China 2026 will also host a major international conference bringing together global tourism experts around key themes such as technological innovation, luxury travel, MICE tourism, hospitality, cruises, sports tourism, educational tourism, and personalized experiences.
With more than 100,000 expected visitors and over 70 sessions led by around 180 international experts, the fair represents a strategic showcase for emerging tourism destinations.
For Côte d’Ivoire, this participation is an opportunity to strengthen its presence in Asian markets and firmly position the “Sublime Côte d’Ivoire” brand in the global tourism landscape.
Through this economic and diplomatic initiative led by Siandou Fofana, the country aims to make tourism a major driver of growth and attractiveness on the African continent.