OM kicks off promotional tour in Abidjan to boost ivorian tourism

The players of Olympique de Marseille touched down at Félix Houphouët-Boigny International Airport in Abidjan-Port Bouët on Wednesday, July 15, greeted by traditional dances, rhythmic beats, and a sea of passionate supporters. This arrival signaled the launch of the ‘OM Summer Tour 2026,’ a 72-hour initiative that follows the renewed three-year partnership inked on April 2 between the French club and Côte d’Ivoire’s leading tourism promotion brand.

€5 million annual agreement to spotlight Côte d’Ivoire

The alliance between Olympique de Marseille and ‘Sublime Côte d’Ivoire’ was formalized in April, with the Tourism and Leisure Ministry confirming a yearly investment of approximately €5 million—equivalent to 3.275 billion West African CFA francs—directly supporting the club’s operations. In return, the OM pledges to showcase Côte d’Ivoire’s attractions to its European fanbase through coordinated media campaigns and on-the-ground initiatives.

The initiative is spearheaded by Tourism and Leisure Minister Siandou Fofana, working closely with Culture Minister Françoise Remarck and Sports Minister Adjé Silas Metch. Their shared vision? To elevate Côte d’Ivoire’s profile among European travelers by leveraging the global appeal of French football’s historic clubs.

Public training session and star-studded exhibition match

On Thursday, July 16, the OM squad will open its doors to Ivorian fans with a public training session at Abidjan’s Félix Houphouët-Boigny Stadium. Enthusiasts will have the rare opportunity to watch their European idols train alongside the coaching staff and interact with players up close.

The tour’s highlight unfolds on Friday, July 17, at 6:30 PM, when Olympique de Marseille faces Yamoussoukro FC in a free exhibition match at the same stadium. By waiving ticket fees, organizers aim to democratize access and foster deeper cultural ties between the two nations through the universal language of football.

The itinerary also includes an official meeting between government officials and the OM delegation, followed by a community visit to engage with underprivileged children, reinforcing the tour’s social impact.

Côte d’Ivoire’s tourism ambitions take center stage

Côte d’Ivoire has steadily positioned tourism as a cornerstone of its economic diversification strategy. As West Africa’s largest Francophone economy—projected to reach a GDP of $85 billion by 2025, according to World Bank estimates—the country is aggressively marketing itself under the ‘Sublime Côte d’Ivoire’ brand, launched in 2019.

Abidjan, the nation’s bustling economic hub with a population of 5.6 million, serves as the epicenter of tourism activity and hospitality infrastructure. The 35,000-seat Félix Houphouët-Boigny Stadium, nestled in the Plateau district, has become synonymous with major sporting events, including hosting matches during Côte d’Ivoire’s victorious 2023 Africa Cup of Nations campaign.

This partnership with Olympique de Marseille aligns with a broader effort by the Tourism Ministry to forge alliances with European sports clubs and federations, amplifying the country’s international visibility. France remains Côte d’Ivoire’s top source market for tourists, outpacing other West African nations.

Football as a diplomatic and economic tool

By capitalizing on Olympique de Marseille’s strong Francophone following and the Ivorian public’s deep affection for European football, authorities hope to reverse the underwhelming performance of a tourism sector brimming with potential. The country’s pristine Atlantic coastline, sprawling national parks, and rich cultural heritage remain largely untapped by international visitors.

For Olympique de Marseille, this deal diversifies revenue streams amid a competitive sponsorship landscape, following a 2025-2026 Ligue 1 season that saw the club finish fifth. The agreement with ‘Sublime Côte d’Ivoire’ ranks among the club’s most lucrative partnerships, rivaling deals with major kit manufacturers and commercial sponsors.

The delegation will depart Abidjan on Sunday, July 18, with the Tourism Ministry set to assess media coverage and potential boosts in tourist arrivals in the weeks ahead. Plans are already underway to replicate the initiative during the 2026-2027 season.