Terms of Reference for a UNWTO Volunteer to support the Tourism Council of

Bhutan in Marketing Activities

Preamble

The United Nations World Tourism Organization (UNWTO) is a specialized agency

of the United Nations in the field of tourism. It serves as a global forum for tourism

policy issues and a practical source of tourism know-how. UNWTO plays a central and

decisive role in promoting the development of responsible, sustainable and universally

accessible tourism, paying particular attention to the interests of developing countries.

The Organization encourages the implementation of the Global Code of Ethics for

Tourism, with a view to ensuring that member countries, tourist destinations and

businesses maximize the positive economic, social and cultural effects of tourism and

fully reap its benefits, while minimizing its negative social and environmental impacts.

Its membership includes 161 countries and territories and more than 390 Affiliate

Members representing the private sector, educational institutions, tourism associations

and local tourism authorities. Direct actions that strengthen and support the efforts of

National Tourism Administrations are carried out by UNWTO's regional representatives

(Africa, the Americas, East Asia and the Pacific, Europe, the Middle East and South

Asia) based at the Headquarters in Madrid.

UNWTO.Themis Foundation is an operational branch of the United Nations World

Tourism Organization, and it is responsible for the implementation of the programme of

work of the Department of Education and Training. One of its objectives is to improve

and support development assistance through applied training and educational

programmes, achieved through the UNWTO.Volunteers Programme. One goal of this

programme is to strengthen the Volunteers’ Corp, which is composed of professionals

who share a high commitment to service and solidarity, purposely trained in

Development and Poverty Reduction through tourism from the UNWTO.Themis

Foundation. At present the UNWTO.Volunteers’ Corp is composed by over 150

professionals from all continents, aged between 22 and 55 years and coming from

different disciplines, many of them with an established career.

The UNWTO Volunteers’ programme, managed by the UNWTO.Themis Foundation, is

a high value added service designed to identify professionals who can provide services

and perform a wide variety of specialized tasks to support development projects in the

field of tourism, which are ran by UNWTO and /or other international organizations.

The Tourism Council of Bhutan is an autonomous body under the chairmanship of the

Prime Minister of Bhutan. It is the sole national tourism organisation of Bhutan and is

responsible for guiding, monitoring and regulating the tourism industry in Bhutan. It is

also responsible for promoting the country as a high end destination keeping in view the

tourism policy of “high value – low impact”. One of the main functions of the TCB in

the next few years is also to maintain a high standard of hospitality and services in

Bhutan and to ensure adequate infrastructure for tourism to maintain Bhutan as a high

quality tourism destination.

The participation of volunteers in the implementation phase of UNWTO.Volunterrs

assignments aims to provide specific expertise in tourism development and support to

project teams. On the other hand, the experience is expected to effectively and positively

influence the understanding between the Volunteer and the local and social reality by

creating links with the receptive community, which will ensure a productive and

satisfactory mission.

1. Title of UNWTO Volunteer assignment: Destination Marketing and PR Specialist

2. Type of mission (international or National UNWTO Volunteer): UNWTO

International Volunteer.

3. Project title: Marketing and Promotion Department (MPD).

4. Duration: 24 months

5. Place of assignment: The UNWTO.Volunteer job location is the Tourism Council of

Bhutan Secretariat office in Thimphu.

6. Desired start date: Last week of February 2012

7. Hosting Organization and Organizational Context: Tourism Council of Bhutan

The Royal Government of Bhutan recognizes that tourism is a world-wide phenomenon

and an important means of achieving socioeconomic development particularly for a

developing country like Bhutan. It also recognizes that tourism, in affording the

opportunity to travel, can help in promoting understanding among people and building

closer ties of friendship based on appreciation and respect for different cultures and

lifestyles.

The government took up facilitating and regulatory role with the establishment of

the Tourism Authority of Bhutan, and later the Department of Tourism. . In 2008,

realizing the importance of a multi-sectoral approach towards sustainable tourism

development, the department was renamed the Tourism Council of Bhutan and was

granted autonomy under the chairmanship of the Prime Minister.

The main areas of functions and responsibilities of the Tourism Council of Bhutan

are:

a) Tourism Planning & Policy: Formulate, implement and update a national

tourism policy and strategy in consultation with relevant stakeholders;

b) Regulation and Monitoring: Develop and implement relevant tourism

guidelines and regulatory measures towards sustainable utilization of natural and

cultural resources and ensure compliance.

c) Facilitation and Co-ordination:

• Establish a safe, secure and healthy environment for visitors;

• Promote and facilitate private sector investment in the tourism industry;

• Promote tourism as an important national priority and mobilize adequate

resources for its development;

• Co-ordinate tourism related efforts among all stakeholders in the industry;

• Facilitate daily operational procedures; and

• Facilitate and assist in improving visitor relations and experience.

d) Marketing and Promotion: Actively carry out/facilitate promotion & marketing

of the country as a preferred tourism destination through various promotional

activities.

e) Development of Tourism Products and Services: Diversify and develop new

tourism products to create a balanced and sustainable tourism most compatible

with the environment and society.

f) Human Resource Development: Facilitate manpower and skills requirements of

the tourism sector through training and advancement opportunities.

9. Description of duties

In 2010 TCB and UNWTO.Volunteer initiated a one–year intervention funded by

Tourism Council of Bhutan and candidates were placed in the Marketing & promotion

division with the objective of strengthening the positioning and visibility of Bhutan by

developing appropriate marketing tools in the national and International Tourism arena,

using the following strategies:

A. Tourism destination promotion and marketing;

B. Strengthening of Public- Private Partnership for Tourism Development in Bhutan;

C. Institutional support for the Destination Management Organization;

D. Strengthening business linkages in the tourism supply chain between international

and local tourism industry

E. Creating a venue for Private Investors to acquaint themselves and appreciate the

economic potentials of Bhutan as a Tourism Destination.

F. Ensuring and executing media coverage for Bhutan as a travel destination

G. Developing a marketing strategy by source market and execute

The UNWTO volunteer will respond to a TCB focal point. His/her immediate supervisor

at TCB, will be the Director, Marketing and Promotion. The UNWTO Volunteer will have

to give support to the TCB on the following actions:

1. Support to the activities

of the Marketing and

Promotion Department

(MPD)

a. Develop marketing strategies by source markets and

ensure cost effective promotional activities

b. Assist the TCB to explore and liaise with appropriate

high end publications and travel writers to feature

Bhutan

c. Liaise with the private sector to work out cost sharing

in the implementation of the marketing and

promotional strategies.

2. Development and

strengthening of business

linkages between private

sectors.

a. Strengthen the administrative and technical capacities

of the TCBS in undertaking their mandate and tasks

providing technical guidance and backstopping.

b. Facilitate and execute co-marketing alliances and

events to ensure wider reach of Bhutan as a preferred

destination

c. Interact with international tour operators to ensure

Bhutan’s introduction as a destination and formation

of marketing alliances to increase tourist flow to

Bhutan.

3. Assist the TCB in the

planning and managing of

travel trade related events.

a. Work with TCB in planning, organising and

management of travel fairs, road-shows and other

promotional events.

4. Others Assist the TCB to fulfil its mandates in general through

execution of other tasks that may be assigned to him/her

by the supervisor.

10. Expected outcomes

The volunteer will contribute to the following expected outcomes:

R1. The TCB marketing strategy is put in motion by different stakeholders: TCB,

public and private sectors, and civil society.

R2. Bhutan is marketed by national and international operators as a unique and

high end tourism destination.

R3. There are more investments by the private sector in Bhutan.

R4. More business linkages between tourism private sector and local Community

Based Tourism Enterprises (CBTEs) and Medium and Small Size Enterprise

MSMEs.

11. Requirements

• Belong to the UNWTO.Volunteers Corps.

• Interest and experience in developing marketing and promotion strategies.

• Commitment to UN values and volunteerism.

• Academic background in marketing of tourism destinations, social sciences,

economics, business administration and/or sound experience in tourism.

• Have preferably a degree on issues related to tourism marketing and

promotion or relevant experience in tourism.

• Good knowledge of tourism marketing and promotional tools for tourism

products and destinations.

• Willing to work and live in a developing country and cope with a hard

working environment.

• Be able to work with people from different backgrounds and be respectful of

any diversity.

• Ability to work independently and as part of a team.

• Excellent knowledge of English.

• Excellent computer skills.

The following can be considered as advantages:

• Prior experience in developing countries (preferably in South Asia).

• Have experience in the tourism sector possibly in promoting the development

of Tourism destinations and in the development of business linkages in the

supply of services and goods between the private sector and local

communities, individuals, products development and marketing.

12. Conditions of stay

A. The volunteer is going to be based in Thimphu (Bhutan) and will work in the

TCB office in Thimphu;

B. He/she may undertake field trips in Bhutan and missions abroad if necessary;

C. Office space will be provided as well as internet and a desktop computer.

D. Transport for field trips will be provided by TCB.

E. TCB will provide technical support to the volunteer for the development of his

daily tasks as well as for the organization of field visits, as well as for finding

accommodation.

13. Conditions of service

The UNWTO.Themis, will provide a return air ticket from the capital city of his country

of residence to the capital city of the country of destination, as well as the cost of a

medical insurance covering the whole length of stay.

The selected volunteer will receive a monthly allowance of 525 USD This amount will be

transferred monthly to the Volunteer’s bank account by TCB, to cover local

transportation, meals, and other expenses. Accomodation will be provided by TCB.

The total length of the mission is 24 months subject to confirmation after a probationary

period of 2 months.

14. How to apply

The UNWTO.Volunteers’ Corps members interested in participating in this project

should send their updated CV and a letter of interest to Lucy Gardner at

themis.omt1@unwto.org before 15 february

If you do not belong to the UNWTO Volunteers Corps, please visit the UNWTO.Themis

Foundation’s web page (www.unwto-themis.org) for further information.