Tourism players in Kilifi County are working on strategies that will help attract more domestic and international tourists to exploit the industry's full potential.
Plan Group of Hotels general manger Alexander Zissimatos said he remains hopeful.
"The number of tourists will soon rise again. If tourism improves in Malindi everyone will be busy and the economy will grow," Mr Zissimatos said after touring Malindi town.
Some of the attractions are the sandy beaches, Tsavo East National Park, Arabuko Sokoke forest and Gedi Ruins; stakeholders are now focusing on conference tourism.
Mr Zissimatos said a multimillion-shilling ultramodern facility with a capacity of about 500 people will be opened next year.
Similarly, Sai Eden Rock hotel general manager Farid Nizar said they are setting up a 2,000-capacity facility.
In September this year, Ocean Beach Resort & Spa hosted an arid and semi-arid lands conference that drew 1,000 delegates from 25 counties.
"Tourism industry has been slow especially in Malindi. We are competing with South Coast. The county needs to partner with investors so as to focus on diversifying the sector and increase numbers," Mr Nizar said.
To augment the efforts, the national government has already paid Kwachocha residents Sh300 million to pave way for the expansion of Malindi airport.
It hopes that the Sh5.6 billion project and the tarmacking of Malindi-Sala Gate Road, which will connect the resort town to Tsavo East National Park, will revive tourism.