Call for Proposals: Developing a Tourism and Marketing Plan for the Great Zimbabwe World Heritage site Destination

The project will enhance the conservation and management of the Great Zimbabwe National Monument World Heritage site in a sustainable manner; adequately interpret and present the site and its associated intangible cultural heritage elements; support the development of sustainable tourism practices and develop community-based cultural programming and tourism offers, thereby contributing to attaining the 2030 Agenda with its international sustainable development goals.

Context to the Tourism Destination Development and Marketing Plan for Great Zimbabwe WHS Destination and the long-term Service Delegation Agreement

• Findings of the feasibility study that was commissioned by the French Development Agency (AFD), recommends the development of a Tourism Destination Development and Marketing Plan under Component 3 “Activation of tourism products & marketing and promotion of the destination of Great Zimbabwe”.
• From a tourism and marketing perspective, Great Zimbabwe has potential for diversifying the associated tourism offerings, and attract a wider audience, including the regional and international markets, thereby providing multiple benefits in terms of achieving the Sustainable Development Goals (SDGs) in Zimbabwe.
• The sustainable marketing of Great Zimbabwe destination through a well-considered tourism product and experience development and marketing is important for the sustainability of the Great Zimbabwe National Monument World Heritage site. Also, a long-term service delegation agreement been NMMZ and a private operator (DMMO), to manage, market and promote the commercial offers and visitor reception at Great Zimbabwe World Heritage site is very important. Given that Great Zimbabwe Destination has never had either a tourism or marketing plan integrated into broader territory, there is need for developing an integrated “Tourism Development and Marketing Plan” for the destination. The plan is expected to facilitate the “development of attractive and meaningful tourism products and experiences”.

Objectives of the Consultancy

• Develop a sustainable and inclusive “Tourism Destination Development and Marketing Plan” for the Great Zimbabwe WHS destination, which includes the Great Zimbabwe National Monument World Heritage Site.
• Conduct a Feasibility analysis for a long-term service delegation agreement between NMMZ and a private operator to be identified, being, possibly, a public-private partnership (PPP) agreement with a private operator to manage, market and promote the tourism products and services, including visitor management at GZWHS, as well as the expected institutional arrangements with other relevant commercial players and stakeholders with the Great Zimbabwe Destination.

Characteristic of the Tourism Destination Development and Marketing Plan

• Consider the cultural, nature values of the destination as well as all other attractions within the broader territory of the Great Zimbabwe Destination. This includes considering the social, economic, physical, technical, international, communication and infrastructure, administrative and institutional, and legal and political factors of the destination.
• Create a leading quality destination with diversity of tourism products and services, while enhancing tourism competitiveness; and grow tourism revenues through increases in spending per trip and extend the length of stay within the destination.
• Have a balanced development approach for Tourism and Marketing strategies and activities.
  • between tourist segments, i.e., among domestic, regional, and international, among countries of origin, and among mass/niche segments; as well as among tourism areas within the Great Zimbabwe Destination by focusing on improving tourism in local areas; and through balanced development taking into consideration seasonality of tourism.
• Contribute towards the socio-economic development initiatives by developing the tourism industry as one of the nation’s main sources of income generation and wealth distribution and as a key driver in developing infrastructure and creating opportunity for socio-economic development for the greater Masvingo area Masvingo area. This includes generating benefits to businesses in tourism industry and other related industries in the Destination area.
• Contribute towards socio-economic sustainability of Great Zimbabwe Destination through promoting environmental sustainability and preserve fragile attractions. This includes promoting cultural sustainability, uniqueness, and local heritage with the destination.
• Consider and mainstream transversal principles, such as gender equality and women’s empowerment, inclusivity, environmental sustainability, green energy, waste management.
• Ensure the plan has strong links with broader and specific territorial plans for tourism and marketing of the Great Zimbabwe Destination.
• Ensure that the plan considers social, cultural, and environmental factors and impacts, especially protection and safeguarding of cultural and natural heritage of GZWHS and the intended tourism development. This includes proposing measures and programs that are socially and environmentally sustainable including the way in which local communities can participate in the destination’s value chain.
• Consider Information Communication Technology (ICT) to facilitate the integration of the digitisation and digitalisation in developing the tourism products and services, as well as marketing opportunities and platforms with wider reach in source markets across the world.
• Consider green destination opportunities towards achieving sustainability and appeal to an increasing global community that is sensitive to issues of climate change and the need to reduce carbon emissions.

Funding Information

• Budget: Budget will be discussed based on the Financial and Technical proposal of the selected team.
• Project Duration: Consultant is expected to undertake and complete the activity over a period of three (3) months from the date of signing a contract with UNESCO.

Activities

• Activity 1: Desk review
• Activity 2: Stakeholder consultations
• Activity 3: Situation analysis on the tourism environment
• Activity 4: Prepare a Tourism Destination Development and Marketing Plan for Great Zimbabwe destination.
• Activity 5: Conduct a feasibility analysis of a long-term Service Delegation Agreement between NMMZ and a private operator to be identified.

Main Deliverables

• Inception Report for the development of the Tourism Destination Development and Marketing Plan the feasibility analysis for a long-term service delegation agreement between NMMZ and a private operator.
• Situational Analysis reports highlighting key issues on Tourism Destination Development and Marketing in the Great Zimbabwe Destination.
• Stakeholder Consultations reports for the consultations and validation meetings on Tourism Destination Development and Marketing Plan the feasibility analysis on the for a long-term service delegation agreement between NMMZ and a private operator.
• Finalised Tourism Development and Marketing Plan for the Great Zimbabwe National Monument World Heritage Site including the map of the property and buffer zones.
• Feasibility analysis for a long-term service delegation agreement between NMMZ and a private operator and recommendations thereof to facilitate further processes.

Consultant(s)’ Selection Criteria

• The ideal team to undertake the task will include but not limited to the profiles and relevant CVs shall be included as part of the short proposal:
  • Principal Consultant or Team Leader:
    • At least a Masters Degree in local economic development and/or in tourism planning and development or other related field and proven experience in strategic development planning.
    • A minimum of ten (10) years of professional experience in tourism planning projects similar or greater magnitude and complexity.
    • Knowledge and experience in tourism value chain, public-private partnership, tourism destination and product development, investment promotion, etc.
    • Hands on experience in tourism development strategy documents and producing program documents.
    • Knowledge of Zimbabwe’s tourism industry and the region would be an asset.
  • Tourism Planner
    • A minimum of ten (10) years of professional experience in tourism development and planning, policy, and marketing at a country level.
    • Must have advanced degrees in tourism, business administration, economics, planning, with extensive experience in Africa.
    • Experience in cultural heritage tourism planning is preferable.
    • Sound knowledge and experience in mainstreaming gender and women empowerment issues in programmes.
  • Tourism Marketing Specialist:
    • A minimum of ten (10) years of professional experience in marketing planning, policy, and marketing at a country level.
    • Must have advanced degrees in tourism, business administration, economics, planning, or marketing with extensive experience in Africa.
    • Experience in cultural heritage tourism is preferable.
    • Sound knowledge and experience in mainstreaming gender and women empowerment issues in programmes.
  • Tourism Economic and Investment Specialist
    • A minimum of ten (10) years of experience in community and socioeconomic impacts, tourism infrastructure, and tourist facility investment analysis and promotion at a country level.
    • Knowledge of Zimbabwe’s tourism industry and the region would be an asset.
    • Must have a degree in Finance, Economics, and/or Business Administration, or similar qualifications.
  • Heritage Expert/Archaeologist:
    • A minimum of ten (10) years of professional experience in cultural heritage tourism development and planning, policy, and implementation at site and/or country level.
    • Must be a holder of at least a postgraduate degree in archaeology, heritage management, world heritage, cultural heritage tourism and/or sustainable development.
    • Have at least 5 years of experience in cultural tourism, heritage management broader territorial planning, developing policies and guidelines for heritage.
    • Business planning experience should be considered as an advantage.
• Note: Consultancy firms are highly encouraged to exhibit gender parity within the establishment.

For more information, visit UNESCO.