Travel agencies find the meaning of their existence in connecting spatially distance supply and demand. In doing so, it is very important for their business to recognize the needs and desires of their clients and to adapt their products to clients’ needs. Modern tourists are looking for an experience, want to experience the destination with all senses and preferably travel through time. This poses a major challenge for travel agencies that are trying to modernise their products using storytelling. "Storytelling" defines the social and cultural activity of sharing stories. Every culture and people have their own stories relating to entertainment, education and cultural preservation. Visitors also recount their own experiences and remember the myth of certain destinations. People always needed myths and stories to help understand the world. When a brand forms a myth, most often through digital marketing, consumers come up with a perception of the myth embodied in the product. So they buy the product to experience the story of the locality and establish a connection with local values. The role of the travel agency is to take advantage of the local value and turn it into an attractive product that will enable it to gain a competitive advantage in the market and ensure the survival and development of the business.