The government will explore potential tourism markets once the Sh1 billion kitty is released.

Tourism minister Mr Najib Balala said diversification of the industry by focusing on other potential markets besides the traditional European countries would begin soon.

"The ministry is waiting for the Sh1 billion funding pledged by the government to roll out a marketing campaign," Mr Balala told tourism stakeholders during the launch of "Best of Kenya" marketing campaign, an initiative of Global Village Partnership Ltd (GV)P) at the Mombasa Beach Hotel.

He added: "There is great potential in the Middle East, Russia, India and American markets that we will be targeting, besides aggressive marketing in our traditional markets."

He said the Sh400 million the ministry was allocated for marketing purposes was not enough and was waiting for the additional cash after which Kenya will be marketed to potential markets.

'Best of Kenya' is an international platform for branding destinations and publishes books detailing a destination and its attractions.

A local company, Intermac Communications is collaborating with GVP in the 'Best of Kenya' brand marketing initiative.

Kenya Tourism Board managing director Dr Achieng Ong'ong'a said that the board was hopeful that the industry would next year be on the 2007 track in which tourism earned the exchequer a record Sh65 billion.

The first half of this year has seen the country experience the worst of times since the 1997 Likoni clashes, when foreign markets shunned the destination following the post-election violence that rocked the country in January and February.