Concerns have been raised that destination branding often overlooks the destination's internal stakeholders, and in some cases, has resulted in a brand identity that does not reflect the meanings and emotions that residents attach to places. Consequently, scholars have advocated for a more participatory approach to destination branding in which residents’ sense of place can be acknowledged, represented, and operationalized. This paper synthesizes these arguments and demonstrates that such an approach can be achieved by embracing residents’ place stories. Through storytelling, residents construe different facets of the place identity that is the foundation of destination brand identity. Hence, the purpose of this paper is to investigate the role, constituents, and effects of storytelling in destination branding, particularly exploring whose stories should be told and how these stories should be conveyed. In doing so, a participatory approach to destination branding is presented that employs residents’ place stories as a genuine form of participation in the destination branding process. Lastly, an agenda for future research is proposed, and practical implications for destination marketing practice are discussed.