Download TERMS OF REFERENCE Reference: PGAIA0633 Title: Tourism

TERMS OF REFERENCE
Reference: PGAIA0633
Title: Tourism Product Marketing Expert
Nature of Arrangement: Short-Term Consultancy
Project Title: Support for the implementation of the Sustainable Tourism Master Plan (STMP),
Anguilla
Project Location: Anguilla
Duration: 110 Days over 5 months
Start Date: As soon as possible
1. Assignment Background
The Ministry of Tourism, Anguilla - responsible for policy, legislative and regulatory matters and
product development for the island of Anguilla - has recently established a Project Management Unit
(PMU) to serve as its executing arm, overseeing the coordination and implementation of important
tourism-related programs. The PMU has recently launched a comprehensive Tourism Product
Development Plan with the intention to develop seven key heritage sites and attractions. These sites
are aimed at diversifying Anguilla's tourism product, enhancing visitor experiences and encouraging
higher visitor expenditure, which will ultimately trickle down to the community level.
To ensure the success of the Tourism Product Development Plan, a comprehensive marketing
campaign must be developed and executed by a tourism marketing expert. While the Anguilla Tourist
Board has contracted providers of public relations, sales, marketing and branding services to assist
with the overall marketing and promotion of the Destination, this assignment will prepare the
marketing interventions specifically for the tourism products under development and integrate these
with that of the overall Destination marketing campaign.
This assignment is undertaken as part of a wider project which has been supporting the
implementation of Anguilla’s Sustainable Tourism Master Plan (STMP) since January 2013. A longterm Commonwealth expert currently supports the PMU, and will oversea progress on this
assignment in collaboration with the Reporting Officer within the Government of Anguilla and the
STMP Steering Committee.
2. Assignment Purpose
The assignment will further support the implementation of the Sustainable Tourism Master Plan
(STMP) by the Project Management Unit (PMU). The project will provide expertise and leadership in
the area of tourism marketing to the STMP implementation process under the direction of the STMP
Steering Committee.
3. Scope of Work
Expected Project Output: Strategic marketing plans for Anguilla’s tourism products, supported by
increased capacity in selected areas where relevant.
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Deliverables to include:
 Preparation of a comprehensive program for marketing initiatives that reach local,
regional and international markets on the basis of an examination of the Tourism
Product Development Plan. This will include, but not be limited to, methodology,
media, geographic target markets, niche market segments, and schedules for
implementation and resource requirements.
 Provision of recommendations on how this plan can be incorporated into the overall
Destination Marketing Campaign with recommendations for internal marketing within
the local accommodation establishments (e.g. Resorts and Villas).
 Creation of a database for multiple target markets including media, academia, Clubs
and Associations and travel intermediaries in North America / UK / Europe. Provide
training to Government counterparts in the sustainable use and maintenance of this
database.
 Development of web content for national attractions, and identification of relevant
partner websites to link to target.
 Supporting the development of high-quality designs for:
 A dedicated logo for each heritage attraction
 Individual brochures
 A ‘Heritage Passport’ that combines all attractions
 Street signage and onsite signage for each location (minimum of 3 designs)
4. Submission of Reports
In addition to the substantive delivery of the Outputs above, the consultant will be expected to deliver:
i. An Inception Report not more than 4 weeks after assignment commencement
ii. A Mid-Term Progress Report not more than 10 weeks after assignment commencement
iii. A Final Project Completion Report not more than 2 weeks after the completion of the
assignment
5. Implementation Arrangements
The consultant will be based in the Project Management Unit (PMU), Anguilla for the duration of the
assignment (110 Days over 5 months) and will be supervised by the Manager PMU in collaboration
with the Reporting Officer within the Government of Anguilla and the STMP Steering Committee.
The assignment will be managed by the Technical Assistance Unit of the Commonwealth Secretariat,
with technical support provided by the Economic Affairs Division of the Commonwealth Secretariat.
All reports produced by the consultant must be signed-off by the nominated Government counterpart
and submitted to the Technical Assistance Unit for review prior to acceptance of the reports.
6. Transfer of Expertise
The Commonwealth Secretariat attaches particular importance to the transfer of expertise and
knowledge to counterparts. The consultant in his/her discussions with the Reporting Officer should
draw attention to the need for key staff to be assigned as counterparts at the beginning of the
assignment. This should be reported in the Inception Report. Capacity development activities for key
counterpart staff should also be identified in the Inception Report. An update to these actions should
be provided on this in all Progress Reports.
7. Qualifications and Experience
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A minimum of ten (10) years’ experience in tourism marketing and product development.
Strong experience in a marketing role within the travel industry
Strong experience of linking local, regional and international tourism markets
Experience of undertaking and/or supporting graphic design work within the tourism sector
Proven experience of working with a wide range of stakeholders from the public and private
sector to generate collective effort
Strong Interpersonal and exceptional communications skills
Masters’ Degree in Tourism, Marketing or Business or another relevant field from a
recognised and reputable institution.
Desirable
 Experience in working in tourism development in Caribbean Island States / other small state
jurisdictions will be an advantage
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