Introduction to the 12 Stages of Transformation Roadmap

The 12 Stages of Transformation Series is a comprehensive pack of resources created by the DTTT Team.

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:


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:



At the end of the Series, if you followed it through our reports and online learning (that you can find in trainings), you should be able to know the basics and have the tools to transform your DMO. In order to ease the process, we created a summary/roadmap template around the 12 macro topics that will help you to take the first steps in the Transformation Process.

For every macro-topic, we have also developed a series of specific templates that you can find in this section of the launchpad. You can use them to run sprints and workshops with your team. Here are the links to the specific sprints:

  1. The Holistic View for DMOs
  2. The Visitor Cycle
  3. Crafting Niche Experiences
  4. Shaping the Brand
  5. ‍‍‍Markets & Audiences
  6. Content & Engagement
  7. Targeting & Distribution
  8. Performance & Measurement
  9. Partnerships & Alliances
  10. Technology & Disruption
  11. ‍Knowledge & Insight
  12. Exploration & Innovation

Download the summary/roadmap template below, follow each section related to the 12 macro topics of the series and work on the template with your team. We suggest to print out the template in a big format (A0 or A1 at least) so you can write on it or use sticky notes together with your colleagues.

At the end of the joint work, hang the template on a wall in your office and make everybody aware of the results. Identify which of the 12 areas need the most attention and set out a strategy to complete the full transformation of your destination.


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: