Kenya voted New Desired Destination 2010

Destinations including South Africa, Zimbabwe, Zambia, Tanzania, Uganda and Tunisia were all destinations within the African continent that were eligible for the selection.

The Travel & Leisure Awards is a prestigious accolade because it has limited categories of prizes. There are only five: New Desired Destination, Best Hotels in China, Airliner of the Year, Most popular Destinations and the Best Cruise Liner.

"With Kenya scooping such a prestigious award, it is a definite milestone in promoting tourism," says KTB MD, Muriithi Ndegwa.

Procedure for award process

The magazine in May 2010 invited readers to participate as members of a selection panel. By July, travel trade veterans joined in and started judging; whose selection contributes to 30% of the total score. Internet browsers were involved in August and the result of their selection contributed to 40% of the total score.

The Travel Leisure selection committee which comprised travel trade veteran, did their selection and their results contribute 30% of the total score. By September, Travel and Leisure magazine collated the scores and made the final decision.