Destination Innovate

Our work pushes boundaries, turning bold ideas into powerful results. Jenn Barbee and Kristen Cruz founded Destination Innovate with a bold vision: to challenge industry norms and drive meaningful transformation in travel and tourism. With over two decades of experience, they have built a company that thrives on innovation, strategic thinking, and a relentless pursuit of progress. Since launching in 2007 and rebranding as Destination Innovate in 2018, their expertise has guided destinations, DMOs, and travel brands through the complexities of an evolving industry. From shaping marketing strategies to redefining industry standards, they bring a fearless, forward-thinking approach to every project. At Destination Innovate, success isn’t measured by maintaining the status quo—it’s about pushing boundaries, creating impact, and staying ahead of what’s next. Jenn and Kristen continue to lead with bold ideas, data-driven insights, and a deep understanding of what it takes to thrive in the ever-changing travel landscape.