Stories are essential parts of human life and organizations as the they are the way of making sense of life and connecting with other people, other organizations, and other brands. Accordingly, storytelling has being used in variety of fields from sociology to marketing, and tourism is no exception. However, not all the narratives present the structure of a story; and not all stories are structured successfully and efficiently. In order a story to reach its full potential, the concept of a story, its distinction from a narrative and other types of texts, and the requirements of a compelling story should be understood clearly. This chapter, therefore, focuses on the differences between narratives and stories, structure of a story, building blocks of an effective story, and its application in the area of tourism. The future of storytelling and recommendations are also discussed.