Terms Of Reference Consultancy for Intra-Africa Tourism Business Promotion Capacity Building
COSOFT: 83414774
Introduction
The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH is a federally owned international cooperation enterprise for sustainable development with worldwide operations. GIZ has worked in Rwanda for over 30 years. The primary objectives between the Government of Rwanda and the Federal Republic of Germany are poverty reduction and promotion of sustainable development. To achieve these objectives, GIZ Rwanda is active in the sectors of Decentralization and Good Governance, Economic Development and Employment Promotion, Energy, and ICT (Information and Communications Technology).

Context
After only 3,5 years of free trade negotiations amongst all 55 African countries, the African Continental Free Trade Area, in brief, AfCFTA, was established. The AfCFTA was operational-ised on 30th May 2019, 30 days after Sierra Leone and Sahara Republic deposited the last two necessary ratifications with the African Union (AU) for the AfCFTA to legally come into force for the ratifying countries. As February 2022, 41 of the 54 signatories had deposited their instruments of ratification with the chair of the African Union Commission, making them state parties to the agreement.
Through the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), Germany currently provides technical support to the African Union Commission (AUC), specifically to the Department of Economic Development, Trade, Tourism, Industry and Minerals (ETTIM) and the AfCFTA Secretariat, with its project “African Continental Free Trade Area (AfCFTA)”. The project’s main objective is that “the framework conditions for intra-African trade have been strengthened”. Besides the outstanding topics of AfCFTA Phase I on Trade in Goods and Trade in Services, phase II and III issues, such as Investment, competition policy or digital trade are supported. Furthermore, involvement of the private sector and civil society are supported.

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To this end, the project pursues a multi-level approach on the continental level working with the AUC DTI and AfCFTA Secretariat, the regional level supporting Regional Economic Communities (RECs), and also the national level, specifically in the projects focus countries, like Rwanda.
The Republic of Rwanda, like many African member states, currently do not have sufficient capacity to successfully realize the AfCFTA commitments. The specific roles to be played by the government, private sector, and civil society are currently not fully supported with requisite knowledge and skills for each to implement the commitments under the AfCFTA. Although responsibilities have been defined in the framework agreement, the specific working methods still need to be established in Rwanda through the National Strategy for Implementation of AfCFTA. This requires building the capacity of all the key stakeholders in specific matters of trade in goods and services among others, trade in services as well as awareness raising and strengthening the necessary institutional and legal frameworks for realizing the AfCFTA at a National level.

Rationale
The African Continental Free Trade Area (AfCFTA) is one of the flagship projects of the African Union (AU) Agenda 2063. It's the world's largest free trade area agreement with the potential to contribute a gross domestic product (GDP) of $2.5 trillion across all 55 member states of the African Union, including the tourism sector within member states. According to the African Development Bank's Africa Tourism Monitor (2018), tourism is viewed as a pathway to industrialization, integration, quality of life, agriculture, and powering up of Africa - this is equally the case for most African countries.
Within this context, the Rwanda Chamber of Tourism developed an intra-Africa tourism strategy for Rwanda's tourism sector. The focus was on growing African inbound tourists, and investments flow to Rwanda. The strategy development process involved stakeholder consultations with Rwanda's leading tourism industry stakeholders, such as the Ministry of Trade and Industry, Rwanda Development Board, Rwanda Chamber of Tourism, Rwanda Convention Bureau, RwandAir, and other key players such as the East Africa Tourism Platform and East Africa Community (EAC).
Based on the observations and findings above, two categories of market segments, namely, neighboring countries, are recommended to be prioritized and targeted with customized programs. The Self-drive market, neighboring countries: DRC, Burundi, Uganda, and Tanzania and Air connectivity driven-market, Economic growth driven markets: Kenya, South Africa, Nigeria, and Ghana.

The strategy, therefore, focused on achieving the following strategic priorities, among others:
• Develop and position Rwanda to become one of the most desirable African tourist destinations for Africans;
• Penetrate and develop Nigeria, Kenya, South Africa, and Ghana markets targeting the ultra-wealthy and high-net-worth tourist arrivals;
• Innovate, diversify and develop African visitor-based products and infrastructure.
• Incentivizing intra-Africa travel and tourism businesses;
• Create a dedicated regionalized business/market development teams in key markets.
One critical strategic recommendation is "Institutional capacity for intra-Africa tourism specialists and focuses on training, capacity building, and skills development to create a pool of intra-Africa tourism specialists among stakeholders."
GIZ AfCFTA is seeking an individual consultant or a consulting company to support Chamber of Tourism and ints members with the capacity building training workshop and providing expertise on packaging for Intra-African tourists and understanding tourists needs to be able to satisfy them.
Objectives of the assignment
The main objectives of the assignment are:
• Conduct training session for Chamber of Tourism and tourism support institutions staff to improve their knowledge and skills to better serve members in their role as a tourism development institutions.
• Conduct training/workshop for Chamber of Tourism members (existing touristic companies) to strengthen their skills on packaging for intra-African tourists and understand visitors' needs to be able to satisfy them, have better knowledge regarding development of new products and marketing, regional and international market opportunities to successfully provide services within the region, continent and overseas in the context of AfCFTA.
Specific tasks

Training for Chamber of Tourism and tourism support institutions staff
1. Conduct needs assessment
2. Design of training modules according to the needs-assessment
3. Arranging and preparing of all training materials
4. Implementation of a 3-days training according to developed training modules for tourism support institutions aiming at improving their services, such as:
• Country image building through advertising, promotional events, and advocacy.
• Designing an appealing Intra Africa Package, developing market penetration strategies for identified priority touristic destinations
• Market access/ promotion channels for the Intra Africa Markets
• Supporting touristic companies in effective participation in tourism fairs, organizing hosting missions, etc.
• Conducting market research, analytics, etc.
Training/workshop for touristic companies
1. Selection of service providers for training and sending invitation in close cooperation with Tourism Chamber, E.g. the representatives of Rwanda Tours and Travel Association, Rwanda Community-based Tourism Actors, and Hospitality (2-4-stars) establishments in vicinities of/and closer to key tourism products.
2. Training needs-assessment with the participating service providers
3. Design of a 2-days training workshop with selected service providers. Possible topics of the training/workshop, but not limited:
• Elaboration of Intra Africa Strategy
• Travel behaviors of African visitors
• Designing an appealing Intra Africa Package
• Delivering an excellent experience to African visitors
• Market access/ promotion channels for the Intra Africa Markets
• Creating business partnerships
1. Preparing of all training/workshop materials
2. Implementation of the training workshop
The trainings and the training materials shall be conducted in English.
The Consultant should develop the training's content and pedagogical materials informed by the findings and recommendations from the intra- Africa tourism strategy.

Output and deliverables:
The should provide the following outputs and deliverables:
• The outline for training workshop modules according to findings of the Intra-African Tourism in the context of AfCFTA. The outline will be discussed with GIZ and Chamber of Tourism and the contractor is expected to adjust the outline based on the feedback given.
• Trainings materials
• Preparation and facilitation of 3 days training for up to 20 participants from Chamber of Tourism and tourism support institutions.
• Preparation and facilitation of 2 days training for up to 50 participants from representatives of Rwanda Tours and Travel Association, Rwanda Community-based Tourism Actors, and Hospitality (2-4-stars) establishments.
• Assessment of the trainings and handover a report on the trainings results
• Final report of the trainings which contains feedback from participants
Duration and Timeframe
The consultancy contract is planned for up to 24 expert days commencing in September – November 2022. The table below summarizes the preliminary timeline of the assignment and gives an indication of the estimated number of days for each activity. The numbers are agreed as ‘up to’, i.e. the actual number of days might be lower depending on the partner requests.
Activity Calendar Days (Up to)

Preparation of the module and training program 10
Facilitation of training 10
Reporting 4
Total 24 days

Qualification
Qualifications of Expert 1
• Education/training (2.1.1):
• Master’s degree in Tourism, Marketing or Business, Economy
• Language (2.1.2): Fluency in written and spoken English
• General professional experience (2.1.3):
• 7 years’ experience in the area of tourism value chain, public-private partnership, tourism destination and product development, investment promotion
• 5 years in experience in tourism development strategy documents.
o Specific professional experience (2.1.4):
• 10 years’ experience in tourism marketing and product development.
• 10 years experience of linking local, regional and international tourism markets
• Leadership/management experience (2.1.5): n/A
• Regional experience (2.1.6): 5 previous assignments with government partners in East African countries
• Development Cooperation (DC) experience (2.1.7): 3 previous assignments in collaboration with DC organizations
• Others (2.2.8):
Qualifications of Expert 1
• Education/training (2.1.1):
o Master’s degree in Tourism, Marketing or Business, Economy
• Language (2.1.2): Fluency in written and spoken English
• General professional experience (2.1.3):
• 5 years’ experience in the area of tourism value chain, public-private partnership, tourism destination and product development, investment promotion
• 5 years in experience in conducting capacity building measures to tourism industry.
o Specific professional experience (2.1.4):
• 5 years’ experience in tourism marketing and product development.
• 5 years’ experience of providing training to partner institutions in tourism
• Leadership/management experience (2.1.5): n/A
• Regional experience (2.1.6): 5 previous assignments with government partners in East African countries
• Development Cooperation (DC) experience (2.1.7): 3 previous assignments in collaboration with DC organizations
• Others (2.2.8):

Costing requirements
Assignment of personnel
Expert 1 Assignment in country of assignment for 12 expert days
Expert 2 Assignment in country of assignment for 12 expert days
Fee days Number of experts Number of days per expert
• Preparation/debriefing 2 7
• Implementation 2 5
Travel
The bidder is required to calculate the travel by the specified experts and the experts it has proposed based on the places of performance stipulated in Chapter 2 and list the expenses separately by daily allowance, accommodation expenses, flight costs and other travel expenses.
Workshops, training
The contractor implements the following training courses and individual coaching sessions:
• Training for Rwanda Chamber of Tourism staff and tourism support institutions, Rwanda
• Training for Rwanda tourism service providers, Rwanda

Inputs of GIZ or other actors
GIZ and/or other actors are expected to make the following available:
• Trainings logistics
Bidding documents
The consulting firm shall submit written technical and financial proposals. The technical proposal must include but not be limited to:
• A detailed workplan
• The CVs of relevant staff and consultants
• References to similar assignments
• Company registration certificate (RDB)
• VAT registration certificate with RRA
• Latest tax clearance certificate


For the Financial Proposal:
• The Financial Proposal indicates the all-inclusive total contract price, supported by a breakdown of all costs. The cost must be in Rwf and VAT excluded.
Please submit electronically your EoI (technical & Financial offer) in 2 separated PDF files to this email: RW_Quotation@giz.de until latest 01st August 2022
Please you must write in your email subject this sentence:
EOI number 83414774 - submission of technical& financial offer, without this sentence, your offer may not be considered.
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