Kenya has identified a number of new emerging markets as potential sources for tourist arrivals into the country, Business Daily reports.

The United Arab Emirates, Eastern Europe, Russia and Africa are some of the markets that have been identified to help Kenya grow its number of visitors.

Tourism minister, Najib Balala said in South Africa over the weekend that people in many of these areas are not aware of Kenya as a tourism destination and that he wants to introduce them to the country.

Balala spoke at the Indaaba tourism fair where Kenya was exhibiting for the first time. The exhibition is mainly for Southern Africa Development Community (SADC) members.

According to Balala there are a lot of opportunities to attract tourists from the middle class of the SADC region.

The Kenya Tourism Board recently partnered with Kenya Airways in order to increase the number of visitors to the country. The partnership will see Kenya promoted as a tourist destination to most of the destinations served by Kenya Airways.