Destination Innovate, founded by tourism veterans Jenn Barbee and Kristen Cruz, was established to rethink traditional tourism models by promoting strategic clarity. Bringing decades of expertise in destination marketing organizations, short-term rentals, meetings strategy, and brand positioning, they empower destinations to transition from reactive marketing to intentional, ecosystem-focused leadership. Unlike conventional agencies, they craft destination-wide alignment frameworks, host integration strategies, and brand repositioning tailored to evolving industry needs. Their approach emphasizes the meaningful intersections among destinations, hosts, and travelers, acknowledging travel's role in shaping culture and community. Committed to continuous learning and innovation, Destination Innovate embraces research and calculated risks to help clients lead rather than follow, fostering sustainable growth and authentic experiences in a rapidly changing tourism landscape.