About Sherpa's Stories

Tourism consultancy for strategy, storytelling and innovation

Sherpa’s Stories is a tourism consultancy founded in 2015 by tourism strategist and travel trendwatcher Isabel Mosk, specialising in tourism strategy, destination marketing and travel trendwatching for DMOs, municipalities and provinces. Based in the Netherlands, working nationally and internationally.

Our approach combines strategic thinking with a sharp sense of how things work in practice. We connect insights on traveller behaviour, technology and sustainability with the local context and political reality of a destination. The result is not abstract vision documents, but concrete choices that provide direction and can be put into practice.

What we do

Like a Sherpa in the mountains, we map the route, hold course and guide towards shared results. We work on integrated tourism strategies and policy plans, innovative marketing strategies and award-winning campaigns, positioning and storytelling that make places distinctive, and stakeholder support through design thinking and co-creation. We deploy technology and data where they make places future-proof.

What makes Sherpa’s Stories different

Every place is unique and has its own story. Our strength lies in translating that story into inspiring strategies that make an impact. We combine deep knowledge of tourism trends with 18 years of international experience and work across more than 50 destinations worldwide. Through design thinking and co-creation, we develop solutions that are broadly supported. Our strategies strengthen local communities and are sustainably embedded.

We have worked for a diverse range of clients, from the Province of Gelderland and Visit Haarlemmermeer to Terschelling, Visit Aalsmeer, Hollandse Plassen and Barbados Tourism Marketing Inc. Our work has been recognised with several international awards, including the Effie Award (2024), the Grand Prix Content Marketing Award (2024) and the Purposeful Brand Award (2024).

Our mission

To connect places meaningfully with travellers and communities, so that they flourish in a changing world. By bringing together technology, creativity and respect for local identity, we develop strategies that endure and inspire.

For whom

Sherpa’s Stories works with destinations and organisations that want to move beyond isolated plans, campaigns or trends. Our clients include DMOs, municipalities, provinces, regional marketing organisations and international tourism boards looking for strategic clarity, stakeholder support and future-proof direction.

Work with Sherpa’s Stories?

Want to find out how Sherpa’s Stories can guide your destination or organisation towards a future-proof strategy? Get in touch at isabel@sherpasstories.com for an introduction or first conversation.