Jennifer Barbee has never been the kind of strategist who waits for permission. She built her career, and now her platform, on the belief that tourism deserves bold thinkers, honest conversations, and leaders who aren’t afraid to tear down what’s outdated so something better can take its place.

For more than thirty years, Jenn has been the steady force guiding destinations, DMOs, STR leaders, and hospitality brands through political chaos, market shifts, and the endless reinvention this industry demands. She’s worked with over 412 brands, from global campaigns to small-town DMOs trying to find their footing, and she’s done it all with a rare mix of heart, humor, and hard truths.

Jenn doesn’t show up with jargon or recycled slide decks. She shows up with clarity. With courage. With the ability to walk into complex, people-heavy situations and make them feel human again. She’s the one destinations call when the consultants have stopped making sense, the translator of chaos, the builder of alignment, the voice that says what everyone else is dancing around.