Ivory Coast is taking a new step in modernizing its tourism sector. Digital payments giant Visa is strengthening its presence in the country through several strategic initiatives announced on January 27, 2025.
At the heart of this transformation is a memorandum of understanding signed in November 2023 between Visa and the Ivorian Ministry of Tourism and Leisure, laying the groundwork for an ambitious collaboration. The goal? Modernize the entire tourism ecosystem while promoting financial inclusion nationwide.
The flagship innovation of this partnership is the launch of the “Visa Sublime Côte d’Ivoire Card.” This innovative product, offered in three versions, combines a traditional payment card with a mobile application dedicated to tourism. The ambitions match the project’s scale: reaching one million users in the first year, aiming for 5 million by 2025.
In sports, Visa remains active. A tripartite partnership with the National Investment Bank (BNI) and the Ivorian Football Federation (FIF) has resulted in co-branded cards for stakeholders in Ivorian football.
For Ismahill Diaby, Vice President and General Manager of Visa for West and Central Africa, this initiative goes beyond tourism: “Our commitment will contribute to economic growth and social well-being of the Ivorian population.”
Tourism and Leisure Minister Siandou Fofana shares this enthusiasm. He sees this partnership as a means to achieve the ambitious goal of welcoming 5 million international tourists by 2025, offering them a modernized and simplified travel experience.
This digitalization of the tourism sector is part of Visa’s broader strategy for the country’s economic development. The company has demonstrated its commitment by sponsoring the “Sublimes du Tourisme” ceremony, showing its dedication to supporting the long-term digital transformation of Ivory Coast’s tourism sector.
