TERMS OF REFERENCEI.

II.

PROJECT:

TOURISM DESTINATION MARKETING COMPANY – MIDDLE
EAST / GULF COOPERATION COUNCIL (GCC)

DURATION:

Nine (9) months – Year 2021

QUALIFICATIONS:The TDM Company for Middle East / GCC must have the following qualifications:
A. A company capable of doing both marketing and PR functions including market
intelligence and competitor analysis
B. A company holding an office in the country market where the TDM intends to bid;
Existence of permanent sub-office in other prominent cities is an advantage. (Mustbe able to assign dedicated staff who can communicate in the English and thelanguage of the Country Market.)
C. With extensive work experience (minimum 5 years) in the travel and tourism industry
particularly in destination management and marketing. Experience as a market
representative for an NTO other than the Philippines is an advantage.
D. Must be a member of an international/local tourism association/organization.
E. Must not be a Travel Agency or similar line of business.
F. Manpower complement/support
1. Marketing Director:
a. Bachelor's degree/college graduate. Master's degree is an advantage.
b. Citizen or permanent resident or a legal immigrant of the country market andmust have resided in the said country for a minimum of 3 years prior to his/herhiring.
c. Proficient in written and spoken English and the local language(s).
d. Must have knowledge on the Philippines; having visited Philippine
destinations is an advantage.
e. Other qualifications: Must be a respectable practitioner with a good trackrecord and a strong working relationship with other NTOs, travel trade, media,
and other tourism partners. Work experience in the travel trade industry or inan NTO other than the Philippines is an advantage.
2 Dedicated staff
a. Bachelor's degree/college graduate; master's degree is an advantage.
b. Citizen or permanent resident or a legal immigrant of the country market andmust have resided in the said country market for a minimum of 3 years prior
to his/her hiring.
c. Proficient in English and the language of the Country Market.
d. Must have knowledge on the Philippines.

III.

SCOPE OF WORK

A. Proposed Market Development Strategy and Action Plan for the Philippines (formatto be prescribe by the head office) to include:
1. Trade development activities
2. Consumer promotion activities
3. Market research and intelligencea. Gather significant and current data including sex disaggregated data to help
in decision making.

b. Report tourism trends in the market as well as economic trends that may
affect the travel industry.

c. Conduct market studies on tourism and development of destinations.
d. Make recommendations on other tourism matters including tourism
investment.
4. Measurement of Return on Investment (ROI) on all activities
conducted/engaged in the said country market.
a. Identification of an ROI measurement system for all activities
b. Setting of targets for the ROI measurement system identified
c. Analysis of effectiveness of activities implemented
5. Other activities, aside from those already mentioned above that would be
effective for the Middle East market in raising awareness on the Philippines
6. Other activities that may be prescribed by the Department
B. Market Representation to include representing the Department in activities related
to image enhancement and tourism development, and in other activities organizedby the Philippine foreign post.

IV.

DELIVERABLES

A. Market development strategy and action plan to include annual market development
plan, financial plan, media plan, and possible contingency plans
1. Trade Development Activities (physical / hybrid / virtual) to include undertaking:a. Philippine tourism seminars such as workshops on new developments andon investment opportunities, Philippine specialist programs, on-line/webbased workshops.
b. Sales/business mission(s)/road show(s) / product presentation(s) in thecountry market to include destination workshops to enhance and offer indepth knowledge of destinations as a tool for effective selling.
c. Travel trade fair(s) participation and travel exhibitions that would provide
increased exposure of the Philippine in the market including other travel
trade-related events like one-on-one business meetings/travel exchange withtravel stakeholders.
d. Travel trade familiarization trip(s) that showcase new and establisheddestinations that are ready and could provide the travel experience suited for
cash market.
e. Sales calls/presentations to tour operators, travel agencies (and front liners),
general travel trade, corporates, and other travel industry partners for theproduction of more tour packages to the country or to generate more sale oftour packages and/or increase market knowledge and equip sales people
with in-depth know-how of the destinations.
f. Joint-promotional activities with private sector on destination presentation,
front-liner/sales team workshops, consumer activities, etc.
2. Consumer Promotion and Activation (physical / hybrid / virtual) to include
organizing/participating in:a. Consumer fair(s) and other similar exhibits that would reach out toconsumers and travelers such as but not limited to diving and water sports
fairs, aviation fairs, wellness fairs, wedding fairs, cruise and nautical fairs,
language (English as a Second Language) fairs, and education fairs.
b. Consumer activation activities like in-store promotions and mall promotions,cross promo activities or joint promo activities with consumer products
directly or indirectly related to travel.

c. Innovative consumer branding activities like in-cinema promotions and

3.

4.

5.
6.
7.

branding, movie-premieres promo and branding, beauty contest/talent
search events, and tie-ups with consumer products manufacturers/stores likeapparel stores, energy drinks, etc
d. Media familiarization trip(s) for photographers/writers/bloggers/vloggers aswell as special media tie ups with consumer magazines like Vogue,
Cosmopolitan, etc.
e. Media Plan with data on mileage and press releases distributed in the country
market per month.
Market Research and Intelligencea. Report on significant and current data to generate useful information to help
in decision making to include up-to-date market data base and trade contacts
b. Report on current tourism trends as well as economic trends that may affecttravel industry in general as well as travel patterns and decision to travelc. Market studies on tourism and development of destinations
d. Tourism investment opportunity activities to include participating in
activities/tie-ups with other government agencies and private sector
Monthly reports (format to be prescribed by the Head Office) to include:
a. Identified Return on Investment (ROI) measurement system for activities
conducted/engaged during the said monthb. Targets and accomplishments for activities conducted/engaged during thesaid monthc. Analysis of effectiveness of activities conducted/engaged during the saidmonthIdentification of new activities aside from those already mentioned above,
development of new market segments that would be effective in raisingawareness on the Philippines for the Middle East / GCC market.
Planning of activities and implementation of deliverables must take into
consideration compliance with safety and health protocols of hostcountries/regions.
Other activities that may be prescribed by the Department

B. BUDGET ALLOCATION
1. Budget Allocation – USD9,000 X 9 months = USD81,000 or PHP4,050,000.00
2. Payment procedureCharges for professional fee shall be billed directly to the Department ofTourism Head Office.
Charges related to the project cost that are reimbursable shall be incompliance to approved Work Program and subject to DOT approval before
execution

TIMEFRAME
The contract duration is for a period of nine (9) months subject to midterm review andevaluation.