2.2 Mapping Needs, Journeys, Stakeholders

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability.

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability. Understand their realities through observational research, map out relationships and understand what's motivating them and whether there is a bigger vision at play.

Template material


Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability. Understand their realities through observational research, map out relationships and understand what's motivating them and whether there is a bigger vision at play.

By gathering insights from the different stakeholders that play a role in your destination's sustainable development and that are affected by it, you will be able to obtain a comprehensive understanding of their business realities that will then allow you to develop a comprehensive strategy that generates impactful results in leading the destination's transformation.

The activity is divided into four different exercises, each of which allows you to gather different types of information until you are able to lead a workshop with different stakeholders to help shape the vision of the sustainable destination.

Are you ready to get started? You can complete this activity by downloading the templates that you will find by clicking on the images below. 👀

1. Managing Stakeholder Expectations

In order for your DMO to successfully collaborate with the stakeholders who play a role and are impacted by the sustainable transformation of your destination, it's important to understand who these stakeholders are.

Thus, with this template, we want to help you identify and clarify who is responsible for what and ultimately be able to transform these stakeholders into collaborators and supporters.


Access the Mural Template here.

2. Stakeholder Mind Mapping

For this part of the activity, we would like you to gather with the team members of your DMO who are also involved in the Sustainability Leadership Programme and work together to fill it in.

The objective of the exercise is to reflect on the challenges identified during Module 1 and how these impact the different stakeholders that you have recognised in the previous exercise. By doing this, you will be able to obtain a broad overview of the relationships, as well as explore the challenges that need to be solved to facilitate decision making and planning.

Access the Mural Template here.

3. Stakeholder Observation & Awareness

Through this third exercise, we want you to interview different stakeholders within you destination to understand what their "business realities" are by means of eliminating any biases or preconceived ideas of what their realities are.

By doing this we hope you will be able to gain insights from their realities in a way that will allow your DMO to develop a sustainable strategy that takes into consideration all of these perspectives from different stakeholders with the objective of providing impactful results in leading the destination's transformation.

The idea is to make notes of each of the interviews and to highlight, through the "Stakeholder Postcards", the key pieces of information gathered during the interviews.

Access the Mural Template here.

4. Setting a Vision for a Sustainable Destination

Through this last exercise, we want you to use the template provided to facilitate a workshop with the different stakeholders within your destination to uncover what the vision of the destination as a sustainable agent should look like in order to satisfy everyone's needs and expectations.

To carry out the workshop, we recommend you to involve different stakeholders from the destination and gather between 6-15 people including members from your DMO and residents.

Once you have gathered everyone, the idea is to dedicate 15 minutes to each question to ideate on answers. Then, spend the last 5 minutes to review the different answers and vote on the most representative ones, these should then be moved to the box of that same colour in the middle for quick referrals.

Once the workshop is over, you will be able to understand and have an overview of what is the vision for the sustainable development of the destination for the different stakeholders. You'll also be able to look back at this template throughout the creation of the destination's  sustainability strategy to make sure the identified highlights are included and solved for in it.

Access the Mural Template here.


Template material
Template material

Template material

Through this activity, we want to help you map out everyone who might be involved in the process of leading sustainability. Understand their realities through observational research, map out relationships and understand what's motivating them and whether there is a bigger vision at play.

Template material