In 2007, the sector earned the country Sh65.2 billion and saw close to two million international tourist arrivals.

This, however, nose-dived last year to Sh52.7 billion with tourist arrivals dropping to just under one million. In nine months to September, the sector has already made over 80 per cent recovery.

In the period, tourism earnings rose by 10 per cent to Sh36.64 billion, compared to Sh33.24 billion over the same period last year, while arrivals stood at 687,664, compared with 496,056 last year.

Balala spoke Friday evening during the annual Marketing Society of Kenya’s (MSK) gala dinner.

During the event, marketers were challenged to adopt Information and Communication Technology (ICT).

Paul Kukubo, the Kenya ICT Board Chief Executive said local marketers have been slow to adopt technology in their line of work.

"Globally, the most valuable brands are those that have ridden on technological platforms to position themselves in the market," he said.

"This is, however, not happening in the country as marketers shy away from engaging the services of ICT professionals as much as they should."

During the event, Balala, Bidco Chief Executive Vima Shah and Scan Group Chief Executive Bharat Thakrar were named as MSK fellows. Also named, as MSK fellows were founder of research firm Steadman – now Synovate – Kenya Roger Steadman and academician Prof Francis Kibera.

The MSK fellow is the highest honour in the marketing profession locally and the fellows are supposed to be advisors to the Society.