Once upon a time, destinations competed on price, deals, and pretty pictures. Today, the most successful tourism brands win by telling irresistible stories—ones that build emotional connections, earn loyalty, and inspire action. In this engaging session, Rebecca Barnes, CEO of Imagine, Author and publisher of several destination magazines, shares how you can transform your destination into a story-driven brand that visitors want to be part of.

Whether you’re marketing a major metro or a small-town getaway, Rebecca will walk you through how to uncover your unique stories, amplify them across platforms, and use them to increase awareness, engagement, and visitation. With real-world examples and creative strategies, this session will empower attendees to stop chasing algorithms—and start creating stories that stick.