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Ministry of Tourism and Wildlife has embarked on a strategy seeking to leverage the creative industry to create interest in the country’s diverse product offerings.

Tourism Principal Secretary John Ololtua said the ministry plans to work with musicians and storytellers to draw attention to the hidden gems of Kenya and offer visitors an “unforgettable and immersive experience” of the nation’s diverse wonders.

“The ministry acknowledges the profound influence of artists, especially musicians, who possess a unique ability to convey the essence of Kenya to a global audience,” he said during a recent visit to the ministry by Moipei Quartet Sisters.

Through such initiatives, the ministry hopes that the tourism sector will reach new target groups, and improve the destination’s image and competitiveness, while at the same time supporting the growth of creative industries and their exports.

The four sisters including Mary, Marta, Magdaline and Seraphine have formed a singing quartet that has been marketing Kenya locally and abroad through their music which the PS described as a “powerful influencer compelling audiences worldwide to experience the magic that Kenya has to offer.”