Craft stories that transform

Welcome—I'm Lebawit Lily Girma. I help brands tell stories that honor heritage and place, build trust and make big impact.

Born in Ethiopia and educated across three continents, I’m a former attorney turned Storytelling and Cultural Narrative Strategist who brings a deeply multicultural perspective to complex storytelling challenges.

Over the past decade as a reporter, I've written my own column on conscious tourism at Bloomberg News and produced stories for BBC, CNN and other top publications. My work has earned multiple awards, including from Lowell Thomas, North American Travel Journalists Association, Jamaica Tourist Board and Barbados Tourism Authority.

I've also provided strategic narrative work for tourism destinations, developed cultural heritage curricula, and created brand content for major hospitality groups. This dual perspective—journalism and strategic consulting—combined with my multicultural background gives me unique insight into how authentic collaboration transforms both brands and communities. It's this knowledge I now channel into conscious narrative development for purpose-driven organizations.

Whether you're creating cultural partnerships, repositioning a destination, or launching community-centered campaigns, I help you navigate the nuances that turn genuine inspiration into sustainable impact.

Ready to tell unique stories that embody heritage, people and place— and drive results?

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What Makes
My Approach Different

I navigate cross-cultural dynamics with ease—the result of my lived experience across more than eight countries, where I was embedded long-term in African, Caribbean and Central American communities while also educated in Europe and North America.

Years as a travel journalist further gave me firsthand insight into how brand and place narratives actually impact local communities. I've witnessed collaborations that genuinely empower versus those that exclude, observed authentic partnership versus performative gestures, and helped tourism boards, associations and companies develop content that elevates heritage preservation and stewardship.

Being fluent in four languages—including Amharic, Spanish and French, all at the native level—allows me to build trust quickly and adapt to people and places, and discern cultural nuances.

Not least is my legal background, which taught me how to think critically and connect the dots.

What my clients say.

  • "We knew from Lily’s articles that her perspective as a journalist with special attention to cultural tourism, sustainability and inclusion would be invaluable, but then she delivered her speech in a thoughtful and engaging way as well. Our attendees were equally smitten. Lily was a pleasure to work with from beginning to end." – Meghan Aftosmis, Thompson & Co for Travel Alaska

  • "The sessions were tailored around what I wanted—why it is important to nail why I want to write about sustainable travel, how to pitch and what makes a good piece of writing. Lily offered detailed feedback on pitches and articles; her knowledge and advice was invaluable. Her coaching helped me take my first steps into sustainable travel journalism and I went on to secure a commission with BBC Travel." — Kate L., freelance writer.

  • "Lily’s involvement in our 7th Digital Marketing Summit was an exceptional experience. Both as our keynote speaker and panelist, we received raving reviews about how current and relatable her discussions were, as she is no stranger to our jewel. Her presentation was highly interactive and informative, impacting not only those in the tourism sector but from banking institutions, colleges and real estate agencies." — Perry Bodden, Digital Marketing Manager at Belize Tourism Board

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In the media

Ready to Craft Stories That Transform?

Whether you're repositioning a destination, building artisan partnerships, or developing cultural heritage curriculum, I help you tell stories that build authentic relationships with communities while honoring place and connecting with purpose-driven audiences.

Book a strategy call below to get started.