Today’s society is evolving at a fast pace. New communications tools are appearing every day and new technology is appearing constantly. To keep up with the newest trends, meet customers’ needs and stay competitive on the market, organizations have to adapt, change the way they operate. This is a complex matter which has to be addressed at societal, organizational and personal levels. Imperatives identified lead to a conclusion that socially-constructed change is the most suitable strategy to implement change within a tourism community-type destination. Challenges are identified as being difficulties related to the human factor, communication and learning. The use of a change readiness index is discussed, as a tool to identify in which destinations radical change can be implemented more successfully.