The Kenya Tourism Board has committed to working closely with county governments to promote tourism.
Tourism has suffered major losses in the wake of insecurity in the country that has resulted in travel advisories issued against Kenya by some European countries.
However, the KTB has now embarked on an aggressive campaign to promote domestic and international tourism through key international events hosted in the country.
Speaking on Sunday during the sixth edition of the International Diani Touch Rugby in South Coast, KTB managing director Muriithi Ndegwa said key annual events across the country have the potential to grow the sector if well managed.
"A number of county governments and the private sector have hosted and continue to host key events that have the potential to attract international participation. As KTB, we shall continue to leverage on these avenues to grow the tourism sector," Ndegwa said.
The event attracted participants from the UK, France, Tanzania and the local representation.
Kenya Rugby Union chairman Mwangi Muthee said the beach rugby is recognised internationally and will go a long way in marketing Kenya's coastal beaches.
"The union will collaborate with the organisers to bring more international participants," Muthee said.