Stage 1. The Holistic View

Here is a complete look at the four key pillars of the organisation including it's culture, people, process and purpose.

The start of any transformation process must begin with the holistic view on the organisation, a complete look at what is driving the organisation from the values that underpin it to the workflow and delivery, aiming to get an initial snapshot of how the teams are functioning and the overall culture fostered within the organisation.

The 12 Stages of Transformation Series is a comprehensive pack of resources created by the DTTT Team which follows the Transformation Framework, a model built around 12 key topics that form the basis for the Destination Transformation.


This is the first Stage of the #DTTT 12 Stages of Transformation Series:

Stage 1: The Holistic View


The start of any transformation process must begin with the holistic view on the organisation, a complete look at what is driving the organisation from the values that underpin it to the workflow and delivery, aiming to get an initial snapshot of how the teams are functioning and the overall culture fostered within the organisation.

In this course, you will be able to read and watch videos from the highlighted Case Studies and Talks of

  • Visit Copenhagen
  • Helsinki Marketing
  • Visit San Francisco
  • Les Îles de la Madeleine
  • Visit Oslo

and get your hands-on experience with a pack of Templates for your strategies.

With this pack, you will be able to;

- Start a full digital transformation of your DMO
- Work on your organisational values
- Run your first sprint with teammates
- Understand the importance of Design Thinking
- Learn how to start gathering team members for change

Processes: Understanding the importance of digital workflow

Processes: Visit Copenhagen: Working as an Agile Team

Processes: Introduction to Human-Centred Design

Processes: Helsinki Marketing on Human-Centred Design

Processes: Les Îles de la Madeleine on Design Thinking

Processes: Getting Started with Human-Centred Design

Human-Centred Design is a method of Design and Problem solving that puts humans at the heart of the process.  human-centred Design considers people at every step of the problem-solving process, ending up with an innovative approach that is tailor-made to suit individuals needs.

We thought you might find the attached Definitive Guide to Facilitating Remote Workshops produced by our friends at Mural handy in understanding Design in the digital context.

Here's another way to test Human Centred Design!

Start out by gathering your team, explain to them that you just need 30 minutes of their time to conduct a little creative experiment:

  1. Take a big paper sheet (ideally A2!)
  2. Get some coloured markers
  3. Invite team members to sketch a favourite colleague
  4. Write about their talents and strengths they can bring
  5. Discuss as a group how you could better utilise the talent mix

That's it. A simple exercise for big results 😄

Culture: Why workplace culture impacts creativity, productivity and innovation

Culture: Visit Oslo on Value-Driven Storytelling

Culture: The Holistic View Sprint

Get started with your first sprint 🏃🏾‍♀️

A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.

  1. Print the attached worksheet in large format (A1 is best!)
  2. Find a great communal space, such as the canteen, to stick it up (double-sided tape!)
  3. Invite team members to scribble their thoughts and ideas on the wall
  4. Organise a stand-up session, where several members can express their thoughts
  5. Take a snap, keep it posted or even better 'scan the wall' and digitise into Mural

It may feel like a hassle to print large format and rally the team around, but you'll be pleased with the results when you get everyone thinking collectively.

People: How to put individuals at the heart of a strong destination brand

People: Visit San Francisco on Value-Driven Marketing

People: Becoming a Glass Box Brand

Think of your brand as a glass box, no longer a black box 🕋

Trendwatching introduced the notion of the 'Glass Box Brand' and since then we've really run with it as part of our thinking around  The Holistic View in tourism. We've spent decades designing logos, slogans and values based on frankly very little, now its time to say 🛑 STOP to whitewashing and YES 💚 to transparency!

The internet has changed everything, transparency is one of the biggest game-changers for brands. We can no longer make up values that don't truly represent us as the nature of the digital age means that just don't work. This worksheet is all about drawing up values, which live internally inside the DMO and help shape the values outside it.

To get started, gather a multi-disciplinary team, and discuss the different elements on this downloadable worksheet and start thinking about how you can both 'say and 'do' with some collaborative thinking behind it.


Values: Becoming visitor-centric, creating value around your visitor's needs

Values: Copenhagen on Redefining Values in Tourism

Values: Find your✖️

Finding your 𝑥 as a D𝑥O


The DXO is a new concept to help you redefine your role as a DMO. We've seen a huge shift that's to the disruptive nature of digital, in how we think about the value we create as 'Destination Marketing Organisations', so beyond marketing, what's your value?

Start out by asking yourself this. How has your DMO shifted from marketing in recent years?

  • Are you still well placed to market your destination successfully?
  • Can you compete effectively on your own as a brand?
  • Where can you best create value for visitors and stakeholders?
  • How has the field changed and what does that mean for your role?

This downloadable worksheet is best used in a workshop environment. Consider printing several copies in A2 and organising a 1-hour session for groups to discuss and write down their own thoughts on how you might reconsider your role as a DMO, defining your 𝑥.

More Holistic View Resources

You're almost done!

We collected a series of additional links for you to understand a bit more about collaboration, transformation and becoming a DxO. If you would like to expand your knowledge about the Holistic View, have a look at these resources:

Rewatch The DTTT Circle on DxO:

Congrats! You made it to the end of The Holistic View.

The start of any transformation process must begin with the holistic view on the organisation, a complete look at what is driving the organisation from the values that underpin it to the workflow and delivery, aiming to get an initial snapshot of how the teams are functioning and the overall culture fostered within the organisation.

The 12 Stages of Transformation Series is a comprehensive pack of resources created by the DTTT Team which follows the Transformation Framework, a model built around 12 key topics that form the basis for the Destination Transformation.


This is the first Stage of the #DTTT 12 Stages of Transformation Series:

Stage 1: The Holistic View


The start of any transformation process must begin with the holistic view on the organisation, a complete look at what is driving the organisation from the values that underpin it to the workflow and delivery, aiming to get an initial snapshot of how the teams are functioning and the overall culture fostered within the organisation.

In this course, you will be able to read and watch videos from the highlighted Case Studies and Talks of

  • Visit Copenhagen
  • Helsinki Marketing
  • Visit San Francisco
  • Les Îles de la Madeleine
  • Visit Oslo

and get your hands-on experience with a pack of Templates for your strategies.

With this pack, you will be able to;

- Start a full digital transformation of your DMO
- Work on your organisational values
- Run your first sprint with teammates
- Understand the importance of Design Thinking
- Learn how to start gathering team members for change

Processes: Understanding the importance of digital workflow

Processes: Visit Copenhagen: Working as an Agile Team

Processes: Introduction to Human-Centred Design

Processes: Helsinki Marketing on Human-Centred Design

Processes: Les Îles de la Madeleine on Design Thinking

Processes: Getting Started with Human-Centred Design

Human-Centred Design is a method of Design and Problem solving that puts humans at the heart of the process.  human-centred Design considers people at every step of the problem-solving process, ending up with an innovative approach that is tailor-made to suit individuals needs.

We thought you might find the attached Definitive Guide to Facilitating Remote Workshops produced by our friends at Mural handy in understanding Design in the digital context.

Here's another way to test Human Centred Design!

Start out by gathering your team, explain to them that you just need 30 minutes of their time to conduct a little creative experiment:

  1. Take a big paper sheet (ideally A2!)
  2. Get some coloured markers
  3. Invite team members to sketch a favourite colleague
  4. Write about their talents and strengths they can bring
  5. Discuss as a group how you could better utilise the talent mix

That's it. A simple exercise for big results 😄

Culture: Why workplace culture impacts creativity, productivity and innovation

Culture: Visit Oslo on Value-Driven Storytelling

Culture: The Holistic View Sprint

Get started with your first sprint 🏃🏾‍♀️

A sprint is a great way to rally all your teammates around a big idea or produce great results by concentrating the team on a specific need over a short period.

  1. Print the attached worksheet in large format (A1 is best!)
  2. Find a great communal space, such as the canteen, to stick it up (double-sided tape!)
  3. Invite team members to scribble their thoughts and ideas on the wall
  4. Organise a stand-up session, where several members can express their thoughts
  5. Take a snap, keep it posted or even better 'scan the wall' and digitise into Mural

It may feel like a hassle to print large format and rally the team around, but you'll be pleased with the results when you get everyone thinking collectively.

People: How to put individuals at the heart of a strong destination brand

People: Visit San Francisco on Value-Driven Marketing

People: Becoming a Glass Box Brand

Think of your brand as a glass box, no longer a black box 🕋

Trendwatching introduced the notion of the 'Glass Box Brand' and since then we've really run with it as part of our thinking around  The Holistic View in tourism. We've spent decades designing logos, slogans and values based on frankly very little, now its time to say 🛑 STOP to whitewashing and YES 💚 to transparency!

The internet has changed everything, transparency is one of the biggest game-changers for brands. We can no longer make up values that don't truly represent us as the nature of the digital age means that just don't work. This worksheet is all about drawing up values, which live internally inside the DMO and help shape the values outside it.

To get started, gather a multi-disciplinary team, and discuss the different elements on this downloadable worksheet and start thinking about how you can both 'say and 'do' with some collaborative thinking behind it.


Values: Becoming visitor-centric, creating value around your visitor's needs

Values: Copenhagen on Redefining Values in Tourism

Values: Find your✖️

Finding your 𝑥 as a D𝑥O


The DXO is a new concept to help you redefine your role as a DMO. We've seen a huge shift that's to the disruptive nature of digital, in how we think about the value we create as 'Destination Marketing Organisations', so beyond marketing, what's your value?

Start out by asking yourself this. How has your DMO shifted from marketing in recent years?

  • Are you still well placed to market your destination successfully?
  • Can you compete effectively on your own as a brand?
  • Where can you best create value for visitors and stakeholders?
  • How has the field changed and what does that mean for your role?

This downloadable worksheet is best used in a workshop environment. Consider printing several copies in A2 and organising a 1-hour session for groups to discuss and write down their own thoughts on how you might reconsider your role as a DMO, defining your 𝑥.

More Holistic View Resources

You're almost done!

We collected a series of additional links for you to understand a bit more about collaboration, transformation and becoming a DxO. If you would like to expand your knowledge about the Holistic View, have a look at these resources:

Rewatch The DTTT Circle on DxO:

Congrats! You made it to the end of The Holistic View.