The Kenya Tourism Board (KTB) reported that earnings from tourism in 2010 rose by 15% above 2009, reaching US$ 876 million.

By promoting itself as a regional conferencing hub, Kenya attracted 1,095 million tourists in 2010. (952,481 tourists had visited in 2009.)

In response to serious economic challenges in key European markets, Tourism minister Najib Balala, revealed plans to invest more resources in growth markets this year, and diversify the marketing pitch. “We have done well especially in India, China, and Africa,” he said.

Tourism was the leading foreign exchange earner until it was hit hard by 2008 post election violence and the global financial crisis. In 2010, tourism was the third forex earner.