This presentation centers on Javier's use of "counter storytelling," a fundamental tenet of Critical Race Theory(CRT), to disrupt, re-create and recenter the understanding of tourist attractions, public and private spaces for visitors and the general public. Javier, "the Master Storyteller," will focus on SXSW's host city, Austin, which is also his ancestral home and where Black Austin Tours started. In this presentation, Javier will highlight how centering the local lives of Black people can strengthen an organization's understanding of itself, its presence, and impact in its host city. Ultimately, this presentation seeks to provide practitioners the tools to tell more genuine and inclusive stories of the locale's geography that welcome visitors from near and far.