TERMS OF REFERENCEI.

II.

PROJECT:

TOURISM DESTINATION MARKETING COMPANY - THAILAND

DURATION:

Five (5) months or August – December 2020QUALIFICATIONS:The TDM Company for specific market 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.
C. Must be able to assign dedicated staff who can communicate in the English and thelanguage of the Country Market.
D. With extensive work experience (minimum 5 years) in the travel and tourism industry
particularly in destination management and marketing.
E. Experience as a market representative for a National Tourism Office is an advantage.
F. Must be a member of an international/local tourism association/organization.
G. Must not be a Travel Agency or similar line of business.
H. Manpower complement/support
1. Executive Director/Marketing Director:
a. Bachelor's degree/college graduate. Master's degree is an advantage.
b. Citizen or permanent resident or a legal immigrant of Thailand and must haveresided in the said country for a minimum of 3 years prior to his/her hiring.
c. Must be able to communicate in English and the major language of Thailand.
d. Must have knowledge on the Philippines; having visited Philippine destinations
is an advantage.
e. Must have work experience with the Thai travel trade industry (minimum 4 yrs.).
2 Dedicated Staff
a. Bachelor's degree/college graduate.
b. Citizen or permanent resident or a legal immigrant of Thailand and must haveresided in the said country for a minimum of 3 years prior to his/her hiringc. Must be able to communicate in English and the major language of Thailand
d. Must have knowledge on the Philippines.

III.

SCOPE OF WORK

A. Propose Market Development Strategy and Action Plan for the Philippines (format to beprescribe by the head office) to include:
1. Trade development activities
2. Consumer promotion activities
3. Market research and intelligencea. Gather significant and current data to help in decision making.
b. Report tourism trends in the market as well as economic trends that may affectthe travel industry.
c. Conduct market studies on tourism and development of destinations.
d. Make recommendations on other tourism matters including tourism investment.
e. Sex-disaggregated data
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 Thailand market in raising awareness on the Philippines
6. Other activities that may be prescribed by the Department of Tourism

B. Market Representation to include representing the Department of Tourism in activities
related to image enhancement and tourism development, and in other activities
organized by the Philippine foreign post.

IV.

DELIVERABLES

A. Market development strategy and action plan to include annual market plan, financial
plan, media plan, and possible contingency plans
1. Trade Development Activities to include but not limited to:a. Philippine tourism seminars and workshops, online and offline, designed toeducate our stakeholders on Thai market and vice versa, as well as educational
topics on the destinations and other topics deemed to improve tourism traffic.
b. Business matching activities or an appropriate business platforms, online orphysical platforms.
c. 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 of tour
packages and/or increase market knowledge and equip sales people with indepth know-how of the destinations.
d. Joint-promotional activities with private sector on destination presentations,front-liner/sales team workshops, consumer activities, etc.
2. Consumer Promotion and Activation to include organizing/participating in:a. Consumer fair(s) and other similar exhibits that would reach out to consumers
and travelers such as wedding fairs, language (English as a Second Language)
fairs, and diving fairs.
b. Consumer activation, online and/or offline activities like in-store promotions andmall promotions, cross promo activities or joint promo activities with consumer
products directly or indirectly related to travel.
c. Social Media activities that will make the Philippines the top of the mind
destination and communicate government efforts related to hygiene protocols
for our travelers.
3. Market Research and Intelligencea. Report on significant and current data to generate useful information to help indecision 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/tieups with other government agencies and private sector
e. Identify technology enabled tools to help in marketing
4. 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 the saidmonthc. Analysis of effectiveness of activities conducted/engaged during the said month

5. Identification of new activities aside from those already mentioned above,
development of new market segments that would be effective in raising awarenesson the Philippines for the Thailand market

6. Other activities that may be prescribed by the Department
B. BUDGET ALLOCATION1. Budget Allocation – USD8,000 X 5months = USD40,000 or PhP2,140,000.00
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 in complianceto approved Work Program and subject to DOT approval before execution

TIMEFRAME
The contract duration is for a period of five (5) months subject to midterm review and evaluation.

CONTACT PERSON
Project Officer:

Address:

Contact Number:
Email Address:

Gwendolyn S. Batoon
Office of Product and Market Development
5F, The New DOT Building
351 Sen. Gil Puyat Avenue, Makati City
Brgy. Bel Air, 1200 Makati City
+63 02 459 5200 local 502
gsbnorthasia@yahoo.com.ph