Senior Consultant (Cultural Tourism Marketing and Promotion)

Position

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;

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.

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 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;