Tailored Support for Conscious Brands
and Changemakers
Cultural Strategy & Narrative Development
I help purpose-driven leaders and organizations craft culturally-grounded messaging strategies for their platforms. Through tailored audits, community and team consultations, I guide clients in building trust-based storytelling rooted in place and cultural authenticity.
Media & Visibility Services
Conscious brands, tourism organizations and cultural initiatives get assistance in crafting media materials and experiences that spark real stories. With a proven track record of pitching and placing stories in Bloomberg, BBC Travel, and Condé Nast Traveler, among other outlets, I help design press releases that inspire meaningful coverage and curate values-driven press itineraries that generate long-term media relationships.
Multimedia Storytelling & Collaborative Content
I design and create powerful short-form documentary-style videos and branded storytelling that bring depth to a culture, place and community. Fluent in four languages, my content reaches global audiences, available in multiple languages. From on-location shoots and community engagement to narrative development and scripting, I turn your mission into compelling visual and editorial content that educates, resonates, and earns media attention.
CEO Media Lab (By application)
Transform your sustainable tourism vision into measurable industry influence. This high-impact 1:1 advisory is for CEOs, founders, and visionary leaders of ethical brands who refuse to let their genuine commitment get lost in the noise of greenwashing competitors. Through strategic coaching with award-winning journalist and former Bloomberg News reporter Lebawit Lily Girma, you’ll move beyond surface-level messaging and become the leader competitors study, journalists call first, and stakeholders trust—driving both business impact and meaningful change.
Impact Metrics: Tourism Lens Media
Explore our metrics that showcase our commitment to ethical storytelling and heritage-based impactful content.
100+
BRANDS, INSTITUTIONS, DESTINATIONS, & CREATIVES ENGAGED
90+
STORYTELLINg and STRATEGY Projects ACROSS MEDIA, TOURISm and HOSPITALITY
17K+
Global audience ON social media engaged in cultural STORYTELLING
15+
GLOBAL Awards FOr journalism & storytelling
Founder & Principal Consultant
Tourism Lens Media
With over 15 years of global experience across travel media, tourism development, and narrative consulting, Lebawit Lily Girma brings unmatched cross-cultural fluency and sharp strategic insight.
She’s lived in eight countries and studied on three continents, reported from more than 20 destinations, and delivered powerful storytelling guidance and content for clients ranging from national tourism boards and NGOs to publishing houses and media giants like Bloomberg News.
Her lived experience informs her passion for community-led, heritage and place-based narrative—as well as the importance of perspective and nuance.
She’s quick to filter through language and cross-cultural understanding, bringing all of her expertise, both lived and work related, to every project she takes on.
It’s led her to build a solid reputation as. conscious storytelling powerhouse in the travel industry, which is she is now applying to ethical brands across industries.