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UNDP recruiting Research Consultant for Development of Tourism Master Plan for Borjomi Municipality

Tbilisi, Georgia, 07 August 2019


Rural development has an important role to play in the sustainable development of Georgia. Government of Georgia approved the first ever National Rural Development Strategy and Action Plan in 2017. The goal of the Rural Development Strategy (RDS) for Georgia 2017-2020 is to support Georgia's sustainable economic development through enhanced social-economic activities in rural areas and improved living condition of rural population. It provides the country's vision for 2017-2020 in key areas of rural development – growth and diversification of local economies, improvement of social and public services, sustainable use of national resources and local engagement in the development process.

The EU financed and UNDP implemented project "Improving Rural Development in Georgia" (IRDG) specifically targets eight municipalities, one of which is Borjomi municipality. This municipality is known for its strong tourism potential which is, however, not fully exploited. A previous analysis showed that there is a significant coordination problem: Sites and events are not developed in a sufficiently comprehensive and coordinated approach. There is little coordination between Borjomi municipality and its adjacent municipalities.

Duties and Responsibilities

The overall objective of this technical assistance is to support Borjomi municipality and, to the required extent, its neighboring municipalities, to develop a Tourism Master Plan (TMP). The assignment has thus two major components: Process facilitation to enhance understanding and intra- and intermunicipal coordination and cooperation, and provision of technical expertise to actually develop that plan.

Specifically, the Senior Consultant will be expected to:

  • Engage with Borjomi municipality and key stakeholders to develop a broad work plan and framework for the assignment;

  • Obtain overview over touristic potential and sites (incl. supply and demand for tourist accommodation). Identify further key stakeholders to be involved in the process (incl. neighboring municipalities);

  • Deliver first report;

  • Engage with Borjomi municipality and key stakeholders to advise on and identify tourism focus/vision – a shared view of the destination's desired qualities in the long-term (e.g., family, wellness and sports tourism);

  • Deliver updated report;

  • Based on the identified focus/vision, conduct:

  • Destination Assessment – A comprehensive assessment of the destination brand, attractions, product quality, and a thorough assessment of tourism's enabling environment and policies;

  • Focus on Demand – Analysis of visitation levels and travel habits to and within the destination among important niche traveler segments.

  • In close collaboration with the stakeholders, review and revise results of the assessments and the destination Vision;

  • Deliver updated report;

  • Engage in a capacity-building planning exercise with stakeholders of the Master Plan. The TMP of larger Borjomi Municipality tourism area should include at least the following:

  • Visitation Goals and Sales Targets – Targets for visitor arrivals in the short-term and long-term delineated by visitor profile;

  • Product Development Action Plan – Approach for the creation or improvement of tours, lodging, attractions, events, and visitor services that can enhance the visitor experience. Includes opportunities to attract investment;

  • Marketing Goals and Opportunities – Strategies to increase awareness among target markets, driving sales, and reaching visitation goals;

  • Monitoring and Evaluation Plan – Key performance indicators with time bound targets and a methodology to collect the data to analyze the success of all destination initiatives.

  • Continuously update report in accordance with major progress achieved;

  • Deliver final TMP report (English version) adjusting upon the comments from the UNDP. Report should include description of the methodology and results from assignment, as described in this TOR.

The TMP should be created with a blend of in-depth research and personal consultation with local businesses, government officials, and residents. At the end of comprehensive process, Borjomi Municipality TMP should have a 5 to 10-year strategic vision, strategy, and action plan for developing tourism in a sustainable manner for the benefit of local residents, investors, and tourism operators. The master planning process must secure national and local buy-in/ownership so that both consider it as their dominant document for tourism investment guidance. It must clearly define the actionable steps needed to achieve common goals and provide the stakeholders with the ability to track results and adapt to changes when needed. Each report needs to have a summary check-list sufficiently brief and simple that the implementing entity, ARDA (MEPA), can quickly check business proposals against the check-list to decide if they are covered by the TMP or not.

The Research Consultant will work together with the Economic Diversification Coordinator under the direct supervision of Project Manager and Technical Leader of the "Improving Rural Development in Georgia" project and in consultation with the UNDP Economic Development Team Leader.

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