To assist the Swaziland Tourism Authority (STA) on tourism product and marketing development
Reference: PX/SWZ/0631
Location: Swaziland -with local travel
Duration: 18 person weeks over the period September 2012 to February 2013
Closing Date: 5 Aug 2012
Background
The Government of Swaziland, through Swaziland Tourism Authority (STA), has requested the Commonwealth Secretariat (COMSEC) to assist with tourism product and marketing development. Its main objective is to broaden Swaziland’s tourism products offered on global tourism markets and improve its competiveness. This project will assist STA address challenges facing the tourism sector in Swaziland, especially tourism product development, product packaging and destination marketing.
Established in 2003, the STA has a remit to coordinate development of tourism in Swaziland, market the destination and regulate the sector. It is successful in promoting and packaging for national and regional tourist needs. To reduce Swaziland’s reliance on South Africa and improve competiveness, a new international airport is expected to attract long-haul international tourist flights directly to the country.
Recently, the Government of Swaziland adopted Tourism Policy (2011), Investor Road Map (2012) and Economic Recovery Strategy paper (2012) with a renewed commitment to make tourism a key driver of the country’s economy. The Poverty Reduction Strategy & Action Plan of 2006 identifies tourism as a key sector with potential for poverty reduction.
Swaziland’s tourism is mainly based on cultural heritage, a key tourist attraction for community based-tourism (CBT). The STA has identified CBT a major area of product development which will enhance local communities’ participation in tourism.
Despite close proximity to South Africa, most international tourists to Swaziland spend no more than one night. Tourists’ feedback has cited a limited product range as a reason for short stay. The assistance aims at addressing these challenges through tourism products, marketing strategies and by undertaking capacity building activities for STA staff and key stakeholders.
The Project
The Commonwealth Secretariat is inviting proposals from a team of two consultants to provide technical assistance:
- Phase 1: Project Inception
- Phase 2: Assessment and Capacity Building
- Phase 3: Recommendations
Key Deliverables
- Inception Report
- Marketing Strategy;
- Tourism Product Development Strategy;
- Tourism Product Packaging Toolkit; and
- Capacity Building Workshop Report.
The consultants will need to be in the country at various stages during the three phases of the project. Draft versions of the deliverables will have to be submitted to the Commonwealth Secretariat, Swaziland Tourism Authority and selected stakeholders for review before being finalised.
Level of Effort and Duration
18 person weeks over the period September 2012 to February 2013.
Budget
An all-inclusive budget of £37,860 has been allocated for consultancy services which will cover professional fees of £1,500 per person week, Daily Subsistence Allowance (DSA), four economy class return air tickets to Swaziland and local travel costs within Swaziland.
The Commonwealth Secretariat will meet the costs of three capacity building workshops, one national stakeholders workshop and printing cost of workshop materials.
Experience and Qualifications
Wide Experience in:
- Development of Tourism product and marketing strategies;
- Design of tourism product packaging toolkit and capacity building workshops; and,
- Tourism development, particularly in sub-Saharan African region.
- Delivery of capacity building in tourism marketing, product development and packaging.
A good understanding of the tourism and hospitality industry, especially in destination marketing, tourism product development and capacity building is vital.
Educational Qualifications:
- Degree in marketing or strategic planning; and,
- Degree in tourism or other related field
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