The CEO of the Tourism Trust Fund in Kenya this week said that "besides employing sales and marketing managers, investors should now start employing web managers as the industry shifts towards information technology" he was speaking at the Mombasa Serana at the start of the two-day conference on e-tourism that brought together more than 100 delegates from the tourism sector, ICT and financial services sector. He further emphasized that reliance on traditional marketing using brochures and attending exhibitions in source markets was becoming outdated. Lack o a regulatory frame work for online transactions especially payment of money is still a problem that needs to be addressed in Kenya, the problem is mainly with banks and strong lobbying has been initiated to have them soften there stance. Technology presented greater opportunities for tourism in Kenya as it allowed dealing directly with the consumers. Already statistics show that 70 percent of travellers regard the internet as their only source of information on tourism.