Places and sites are innovating in new ways to help visitors have authentic experiences with more diverse and relevant storytelling. The movement also galvanized businesses and entities to rehab buildings for historic hotels, breweries, and event venues–in addition to the Main Street retail spaces. It seems fitting to have this conversation about heritage tourism in Milwaukee, as The Frank Lloyd Wright Heritage Trail was the incubator for the now World Heritage Site designated collection. This session explores trends and innovations in heritage tourism and how visitors can be tapped to engage in preservation–on the road and at home.