ASEAN is calling for bids from experienced consultants to create the ASEAN Tourism Marketing Strategy 2017-2020 for adoption by the region’s NTOs.
The tourism marketing strategy, which will sit within the framework of the already adopted ASEAN Tourism Strategic Plan 2016-2025, will follow from the Visit ASEAN@50: Golden Celebration campaign in 2017.
Specific deliverables include a competitive analysis of tourism in ASEAN; vision, objectives, goals and targets; market research findings on aspects such as purpose of trip and length of stay; branding, logo and tagline; action plans; budget requirements and resourcing; monitoring and evaluation; an implementation timetable, and more.
The scope of work for the marketing plan includes a market research programme that analyses ASEAN’s current market positioning and confirm likely future patterns and trends in visiting the region.
An overall budget of US$30,000 has been allocated.
The service agreement is scheduled to be signed by September 9, while presentation and adoption of the finalised strategy is expected to take place mid-2017 in front of the ASEAN Head of National Tourism Organizations in Vietnam.
“ASEAN is looking forward to hearing from experienced consultants with a proven track record in preparing tourism marketing plans,” said Tran Phu Cuong, acting director general, Vietnam National Administration of Tourism, and coordinator of the bids for the marketing strategy.
“The consultant will be experienced in working across multi-cultural settings, and be willing to think and act creatively and strategically, and produce innovative tourism solutions.”
Interested consultancies must submit a letter of interest and a proposal to the ASEAN secretariat at eddy@asean.org and copy the ASEAN tourism marketing coordinator at atmcwg@gmail.com by August 19, 2016.
The full terms of reference for bidding for the ASEAN Tourism Marketing Strategy 2017-2020 can be found here.
