TERMS OF REFERENCEI.

II.

PROJECT: TOURISM DESTINATION MARKETING COMPANY

DURATION: Nine (9) Months or April to December 2019QUALIFICATIONS:The TDM Company for specific market must have the following qualifications:
A. A company capable of doing both marketing and PR functions including market intelligenceand competitor analysis
B. A company holding an office in the country market where the TDM intends to bid; Existenceof permanent sub-office in other prominent cities is an advantage. (Must be able to assign
dedicated staff who can communicate in the English and the language 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. Must be of good character and reputation.
c. Citizen or permanent resident or a legal immigrant of the country market and musthave resided in the said country for a minimum of 3 years prior to his/her hiring.
d. Proficient in written and spoken English and the local language(s).
e. Must have knowledge on the Philippines; having visited Philippine destinations is anadvantage.
f. Other qualifications: Must be a respectable practitioner with a good track record anda strong working relationship with other NTOs, travel trade, media, and other tourism
partners. Work experience in the travel trade industry or in an NTO other than thePhilippines is an advantage.
2. Dedicated staff
a. Bachelor’s degree/college graduate; master’s degree is an advantage.
b. Must be of good character and reputation.
c. Citizen or permanent resident or a legal immigrant of the country market and musthave resided in the said country market for a minimum of 3 years prior to his/herhiring.
d. Proficient in English and the language of the Country Market.
e. Must have knowledge on the Philippines.

III.

SCOPE OF WORK
A. Proposed 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 affect thetravel 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 thesaid 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 theItalian 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 organized by the Philippine
foreign post.
IV.

DELIVERABLESA. Market development strategy and action plan to include annual market development plan,
financial plan, media plan, and possible contingency plans
1. Trade Development Activities to include undertaking:a. Philippine tourism seminars such as workshops on new developments and on
investment opportunities, Philippine specialist programs, on-line/web-basedworkshops.
b. Sales/business mission(s)/road show(s)/product presentation(s) in the country
market to include destination workshops to enhance and offer in-depth knowledge ofdestinations 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 with travel stakeholders.
d. Travel trade familiarization trip(s) that showcase new and established destinations
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 the production of moretour packages to the country or to generate more sale of tour packages and/orincrease market knowledge and equip sales people with in-depth know-how of thedestinations.
f. Joint-promotional activities with private sector on destination presentations, frontliner/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 andtravelers such as wedding fairs, language (English as a Second Language) fairs, andeducation fairs.
b. Consumer activation activities like in-store promotions and mall promotions, crosspromo activities or joint promo activities with consumer products directly or indirectly
related to travel.
c. Innovative consumer branding activities like in-cinema promotions and branding,movie-premieres promo and branding, beauty contest/talent search events, and tie-

ups with consumer products manufacturers/stores like apparel stores, energy drinks,
etc.
d. Media familiarization trip(s) for photographers/writers/bloggers/vloggers as well 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.
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 affect travelindustry 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
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, developmentof new market segments that would be effective in raising awareness on the Philippines
for the Italian market
6. Other activities that may be prescribed by the Department
B. BUDGET ALLOCATION
A. Budget Allocation (please see Annex “A” matrix)
B. Payment procedure Charges for professional fee shall be billed directly to the Department of Tourism HeadOffice.
TIMEFRAME
The contract duration is for a period of nine (9) months subject to midterm review and evaluation.