Senior Consultant (Cultural Tourism Marketing & Promotion)

Job Type

Part Time

Department

VISIT-Esna Project

Job Location

Cairo, Esna, and Luxor

Closing Date

About the job

In January 2021, Takween embarked on a new project "Value Investment in Sustainable Integrated Tourism in Esna" (VISIT-Esna) in the City of Esna (Luxor Governorate.) The project aims to put Esna on the tourism map through a number of heritage conservation, marketing, and economic interventions.

Takween is actively seeking a seasoned, highly creative, and innovative Senior Consultant (Cultural Tourism Marketing and Promotion) to provide guidance and oversee the promotion of the City of Esna as a unique and prime tourist destination – leading to increased economic benefits to the local community from tourism development activities through improved employment and business opportunities and better revenue retention at the local level.

The Senior Consultant (Cultural Tourism Marketing and Promotion) is expected to develop the strategy and tools for an in-depth understanding of the needs of the cultural tourism sector stakeholders (including public and private institutions, tour operators, foreign and domestic visitors, and local community members) regarding the City of Esna. S/he will lead the establishment, marketing, and promotion strategy of a new perception of Esna’s diverse cultural heritage assets and its tourism offerings --as a unique and prime tourist destination-- among different stakeholders resulting in increased number of visitors and tourism revenues.

Key Result Areas

Program Management / Technical Responsibilities


  • Provide technical leadership (design, methodology, and planning) to develop an effective Cultural Tourism Marketing and Promotion Strategy for Esna that achieves the project goal and objectives through overseeing research, field surveys, assessments, preparation of development scenarios, suggestion of effective and up-to-date tourism marketing and promotion methods, and establishment of feedback mechanisms to continuously improve the promotion of Esna’s image and tourism offerings;

  • Lead the development of: i) update of Esna’s Branding Strategy (previously developed by the project); and ii) Esna’s Tourism Marketing and Promotion Plan (TMPP) in collaboration with the key stakeholders;

  • Design and develop –in participation with the project management—the RFP of the TMPP study and participate in the relevant bidding process to shortlist and identify the study consultant(s);

  • Oversee the tasks of the identified consultant(s) throughout the different stages of the TMPP study and coordinate with the relevant stakeholders (including the local community) to ensure their engagement in the study;

  • Review and approve the TMPP’s deliverables, and develop a plan for the dissemination the study’s results through public event(s) engaging the relevant public and private stakeholders, and follow-up with the relevant stakeholders to facilitate their adoption of the studies’ recommendations;

  • Develop and oversee the implementation of a plan to establish connections with the sector’s public and private actors to integrate the TMPP into their tourism promotion campaigns;

  • Develop and oversee the implementation of a plan for collaboration with the different stakeholders to upgrade Esna’s existing offerings (tourism products, itineraries, and sites); develop new offerings (based on the TMPP); promote them among specialized domestic and international tour operators; and collect feedback from the different stakeholders (operators, visitors, local businesses, etc.) to improve Esna’s image as a unique tourist destination;

  • Oversee the regular update of the TMPP to keep pace with the market needs; develop KPIs to monitor the achievement of the TMPP objectives; assess the impact of the TMPP implementation, and resolve issues and initiate appropriate corrective actions to achieve the marketing and promotion objectives;

  • Develop a plan and oversee the implementation of programs, events, and materials to promote Esna’s cultural heritage assets, including promotional videos on tourism attractions and cultural heritage assets; print materials (brochures, tourist maps, flyers, etc.); digital promotion tools; Social Media campaigns; and public events and exhibitions;

  • Develop –in collaboration with the project team—a plan for the establishment, promotion, and expansion of the project and Esna’s presence (as a tourist destination) in conventional media (T.V., Radio, Newspapers, etc.); Social Media; tourism-related digital platforms; as well as presence in tourism promotion related events;

  • Identify new avenues, for reaching priority audiences, build relationships with key stakeholders to efficiently market Esna and increase quality visits to its attractions;

  • Develop and oversee the implementation of a plan to drive exposure to Esna through the development and implementation of “Influencer Programs” and local trips to Esna;

  • Develop a plan and oversee the implementation of –in participation with relevant experts—capacity development activities for the local stakeholders on conventional and digital tourism marketing and promotion principles, skills, and tools;

  • Develop a plan and oversee the implementation of –in collaboration with the project’s Community and Government Liaison team-- community awareness campaigns on cultural heritage and tourism aspects, including a School Visits Program, local community awareness campaigns, and other relevant events;

  • Identify the best scenarios and strategies to facilitate the establishment of a local tourism marketing, promotion, and service entity (or establish partnership with an existing one), including the development of a “Local Guides and Destination Management Program”, and mentor the tourism entity to market and promote Esna as a unique tourism destination and provide quality services to the city visitors;


Communication and Reporting


  • Report to the Chief of Party monthly on the deliverables and planning outcomes;

  • Set-up and attend --where necessary-- coordination meetings with project staff, consultants, donors, clients, and beneficiaries as required;

  • Collaborate with the project donors’ communication teams to promote the project activities and to ensure compliance with the donors’ branding and marking requirements;


Assistance to Higher Management Levels


  • Assist the Chief of Party and the Grant and Reporting Officer in preparation, monitoring, and analysis of relevant Monitoring, Evaluation and Evaluation (MEL) indicators, and any related communication materials required for the good communication of the project objectives, policies, activities and achievements to higher management and different stakeholders;

  • Assist the Chief of Party in achieving the project objectives through: i) dissemination and awareness activities; and ii) technical capacity building of the project-related staff to assist in achieving long-term sustainability of the project activities;

  • Assess and control risk, forecast potential opportunities and threats facing the implementation of the project relevant activities, and provide the Chief of Party with necessary advice to ensure that proper actions and preventive measures are timely taken;

Requirements

Qualifications


  • Graduate degree in Tourism and Hospitality, Communication, or relevant degree;

  • Master's degree in a related field;


Experience


  • 15-20 years of experience in cultural tourism marketing and promotion, including at least 7-10 years in leading management positions (handling projects from conception to completion);

  • Experience working with the Government of Egypt entities (at a senior level), CSOs, and donor organizations (preferably USAID) in similar projects, preferably in Upper Egypt;

  • In-depth understanding of the cultural tourism and hospitality sector and its ecosystem (on the local, national, and international levels) in Egypt (with special emphasis on FIT);

  • Experience in the development and implementation of cultural tourism marketing and promotion strategies, activities, and tools (conventional and digital such as Social Media, tourism digital platforms, etc.);


Skills


  • Fluency in oral and written Arabic and English is a must;

  • Solid understanding of the latest effective trends of tourism marketing and promotion trends and approaches;

  • Excellent planning and organizational skills and ability to work independently on a wide range of assignments/tasks;

  • Excellent presentation, negotiation, and verbal / written communication skills;

  • Critical thinking skills - able to understand situations and problems, identify cause and effect relationships and develop effective strategies;

  • Good intercultural skills and ability to work in a multicultural team.

  • Excellent working knowledge of MS Office (Word, Excel, and PowerPoint).


Competencies


  • Creativity, innovation, and strategic thinking;

  • Ability to work under high pressure and carry out multi-tasks in simultaneous projects;

  • Self-motivation and willingness to learn;

  • Teamwork abilities and work collaboratively with other stakeholders and staff members;

  • Accountability and high commitment to the company’s quality standards and code of ethics;

About us

Takween Integrated Community Development (Takween) is an urban development firm established in 2009 in Egypt by a dynamic team with extensive experience, in response to a foreseen growing demand for innovative urban solutions in a world where it is predicted that by 2030, 60% of the world’s inhabitants will be living in urban centers. Takween specializes in the development of integrated packages in urban development services and solutions to support and complement efforts of tackling urban challenges. Takween provides project planning, design, and implementation services to a range of local and international clients. Takween fields of interventions include integrated urban development and upgrading, heritage management and conservation, community development and mobilization, participatory design and planning, and construction activities.

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Main Office

7 Road 6, Maadi – Flat 1, Ground Floor, Cairo, Egypt

Tel: (+202) 2378 1411 |  Fax: (+202) 2378 1311

© 2020 Takween ICD

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