The government has stepped up efforts to market Kenyan tourism abroad, Tourism minister Najib Balala has said.

Mr Balala, who spoke at the Jomo Kenyatta International Airport after a 10-day tour of Europe, said that the challenge lay in re-branding Kenya as a tourist destination following the post-poll violence that severely affected the industry.

The marketing efforts begin on Saturday with a photo-shoot of ambassadors touring the Maasai Mara game reserve. The minister said the photo session will involve the British, American, Canadian and Australian envoys, and a delegation from the European Union.

"The aim of the event is to reassure tourists in those countries, that Kenya is back to normal and safe for tourism," he said.

Mr Balala was optimistic that by December next year, the industry will be back to normal.

At the same time, he revealed that President Kibaki and Prime minister Raila Odinga had been invited to London by British Prime Minister Gordon Brown to discuss trade and tourism.

He warned politicians against reckless statements, saying that even though political dynamism was good, politicians must know that bad politics is detrimental to the economy.

"Politicians have to tone down, because a single statement can cause damage to the tourism that takes longer to correct," he said.

The minister said that more innovative ways of marketing tourism were needed. He said collaboration among ministries of Tourism, Culture, Finance, Sports, Transport, Immigration, and Trade was key if the revival efforts of the tourism industry were to succeed.

The minister also disclosed that a television series to market Kenya in Italy was ready. He said the clip would be aired on May 18, five times a day on Italian channel, Rai TV.

Also, he said, the ministry in collaboration with tour operators and the Kenya Tourism Board had sponsored a 36-page inserts in Italian newspapers to promote the Kenyan market.

He said that a 60-acre piece of land had been identified in Vipingo for a Tourism academy to enhance the hospitality industry. He also called for the relocation of Malindi Airport to Watamu.

The tourism industry received Sh800 million (8 million Euros) from the European Union, and an additional Sh400 million to boost the marketing efforts. He also said that a fashion week would be organised in Mombasa early next year to market Kenya abroad.

"The government realises that to milk a cow you have to feed it," he said, alluding to the increased funding by the government to the KTB. The tourism board had a budget of Sh1.5 billion for marketing the tourism industry abroad.

The KTB boss, Dr Ong'ong'a Achieng, revealed that there would be a number of celebrities visiting Kenya to endorse it as a tourism destination.

Among those lined to visit the country are Prince William, the mayor of Milan Letizio Moratti, and president of Rome marathon Enrico Castrucci.

Mr Balala's itinerary covered Italy, Sweden, and Britain. He met travel agents, tour operators, and government officials in those countries.

Mr Balala flew in with a group of 30 tourists, among them travel writers, media personalities and tour operators. He said that even though the group was to cover the re-launch of Virgin Atlantic on the Kenyan market, the aim was to promote the tourism industry.

Virgin Atlantic chairman Sir Richard Branson is expected in the country tomorrow morning to oversee the relaunch. He will also be in Maasai Mara during the photo-shoot.

Mr Balala would be visiting Japan and South Africa, and later Spain, America and France in the ongoing marketing efforts.