Sir Richard Branson is backing Kenya’s tourism industry.

Virgin’s Sir Richard Branson has pledged to help increase tourist numbers to Kenya during a visit to the country’s capital, Nairobi.

The global multi-faceted company, which has a daily flight to Nairobi from Heathrow, has launched a new advertising campaign to encourage visitors back to the country after it witnessed recent significant unrest.

Virgin Atlantic has also announced that it is to sponsor Kenya’s Rugby Sevens team for the second season running.

Sir Richard explained why he believes now is the time to visit Kenya: “The post election troubles, which were predominantly focused in the non-tourist areas, have now subsided. Last month a treaty was signed between President Mwai Kibaki and the opposition leader, now Prime Minister, Mr Raila Odinga, in a power-sharing deal brokered by ex-UN head Kofi Annan and stability has returned to the political system.

“Tourism in Kenya is the number one industry for the nation and visiting now will make a huge difference to the locals who rely on the industry for their living. Kenya has been enjoying a considerable increase in tourist arrivals for the past five years with 2007 recording the highest number, with over two million tourists.”

A number of Virgin Atlantic’s ‘frequent flyers’ have also joined in the Kenyan effort. Through collaboration with the airline, Sarova Hotels and Water For All, ten volunteers have funded – and have helped to build – new facilities at a local primary school.

Speaking of the project, Water For All’s President and CEO, Jill Rademacher, said: “Each year 443 million school days are lost due to water-related illness. Africa’s water crisis and its impact on education is a problem that cannot be ignored. We are delighted to be partnering with Virgin Atlantic and Sarova Hotels to provide the Sekanani Primary School with access to clean water.”

Visit www.virgin.com for further information.