Kenya’s Tourism Cabinet Secretary, Najib Balala, says the government will earmark Ksh100 million (just under $1 million) for marketing and developing the beach product at the Kenya coast.

It comes after the region has been hit by low international visitor numbers in the wake of the low tourist season and the uncertainty over the upcoming August 8 General Election.

Balala made the announcement in a recent North Coast tourism stakeholders’ meeting.

During the meeting, stakeholders, who included the Kenya Association of Hotelkeepers and Caterers chairman, Jaideep Vohra, discussed how to improve the coastal destination in a bid to attract more holidaymakers.

In the deliberations, tourism players resolved that a Tourism Management Company be established to market the Kenya coast in both local and international markets to drive tourist arrivals.

It was also agreed that the company to be charged with the responsibility of improving the beach product in five cluster zones: Mombasa, Diani, Malindi, Watamu and Lamu archipelago.

Balala noted that the Ksh100 million would help finance the new initiative in the initial stages, but for sustainability, the company would have to be financed by the concerned tourism stakeholders.

“In future, the beneficiaries of the beach product’s marketing and development will be required to finance the tourism management company’s operations and calendar of events,” he said.

The tourism stakeholders agreed to form the tourism management company before the end of June.