Second in a two-part series.
ASSINIE-MAFIA, Côte d’Ivoire — For many years, the Western media has portrayed Africa poorly through a “crisis-centric” lens of war, corrupt government officials, and poverty. This includes derogatory remarks from President Donald Trump during his first term, when he described Africa’s countries as “sh*thole” nations.
Now more than ever, though, with the explosion of Afrobeats and Nollywood, people outside the continent can see how many countries have become tourism destinations, including Kenya, South Africa, and Côte d’Ivoire (Ivory Coast), to name a few.
Prince Edja, a tourism advisor to the Ivorian government, said a new generation in Côte d’Ivoire is determined to break outdated perceptions of Africa, pushing for development and a fresh narrative that challenges long-held stereotypes.
“We have development; we have a generation that wants to change things; we want to break the perception, the narrative about Africa … I understand what he said because of his point of view, because he needs to travel, he needs to learn more about history, learn more about Côte d’Ivoire, learn more about Africa,” Edja said of Trump.
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Edja said past African leaders “weren’t thinking about the well-being or welfare of the country, but nowadays, new leaders are coming up, and people understand that we need to change Africa by ourselves.”
Ivorian economy grows, showcasing vibrant culture
According to the International Monetary Fund (IMF), the Ivoirien economy has done just that, performing strongly over the past decade, with a Gross Domestic Product (GDP) growth averaging 6.4% and inflation hovering around 2.2%. So far, the country’s GDP for 2025 is $95.46 billion. The IMF also reported “a declining proportion of the population living below the national poverty line.”
Today, the world sees a different story of Africa, according to Joel Williams, an Ivorian citizen and cultivator of arts and culture. “It changed because we show the right things right now,” Williams told the AmNews. “Let’s say, 10 years ago, we were showing the war, we were showing the bad side of Africa, and now they see that people enjoy the same as they do in Europe or the USA.”
Côte d’Ivoire has the “best of both worlds” to offer tourists from aboard, Williams said.
“[In] the Côte d’Ivoire, you can have everything at the same time; you have mountains, you have beaches, you have forests, you have lagoons, you have all types of landscapes; all types of dance and culture,” he said.
Williams has traveled to several continents and doesn’t want people to think that because he’s Ivorian, he’s selling his country, but he truly believes it is a great place to visit. He raved about the parties: “The parties are just crazy. Every day, we have [a] party — sometimes you just ask, ‘When [do] people go to work?’” he said with a laugh.
Language barrier in the Côte d’Ivoire
The Côte d’Ivoire is widely known as a predominantly French-speaking country, which may discourage tourists who only speak English from visiting. According to Edja, though, there’s no need to worry if you don’t speak French because its citizens are worldly.
“A lot of people speak English; I [and] my whole team [do] because I have a tourism agency. They are learning in school, they travel a lot,” Edja said. “You’ll also find professionals who are bilingual and trilingual, so don’t worry — come visit. We have the facilities, we have the competence to welcome you [and] take good care of you in this country.”
Beyond everyday interactions, Côte d’Ivoire’s growing tourism industry has made efforts to accommodate English-speaking visitors. Places like Abidjan and Assinie, known for their vibrant culture and history, are particularly welcoming to international travelers. “When you come and visit the Côte d’Ivoire, no one will think you are a foreigner, because we just mix and mingle with the people,” Edja said.
Everyone is welcome, even sports fans
Côte d’Ivoire is diverse, attracting Europeans, Americans, and Africans from across the continent to their beaches and towns. For example, every Sunday, people from all over the continent travel for a luxury brunch on the beach at the five-star hotel at La Maison D’akoula, an hour from the capital of Abidjan.
The country also held the 2023 Africa Cup of Nations (AFCON), which they won against Nigeria. It’s their second time hosting the event; the first time was in 1984, when only eight nations participated; this time around, 24 joined in. The country invested $1 billion in the overall sporting event. The event was viewed by about 2 billion people, according to Confederation of African Football (CAF) President Patrice Motsepe. One U.K.-based sporting data company, Opta, dubbed it the most exciting ever.
Not only are foreigners describing the country’s happenings as amazing, but Williams said the common thing he hears from visitors is that “Côte d’Ivoire is so welcoming.”