Tourism in the 21st Century has continued to expand employing 1 in every 12 people and contributing to 5% of global GDP. However, often visitors fail to engage with host communities or natural environments. Destinations have become selfie backdrops posing new challenges to the industry that must adapt itself to develop strategies that enhance perceived visitor's experiences value.  Using neuromarketing concepts and tools, we explain how historical narratives can connect people from different times and generations in one destination, creating meaningful experiences, producing knowledge, and promoting sustainable tourism. To demonstrate this, panelists will present case studies that include work and plans for the upcoming Olympic games in Paris.