ASEAN calls for strategy bids

JAKARTA The Association of Southeast Asian Nations is calling for bids from experienced consultants to create the ASEAN Tourism Marketing Strategy 2017 to 2020.

An overall budget of USD30,000 will be assigned to the task.

The deadline to submit proposals is 19 August, with the service agreement due to be signed by 9 September.

Tran Phu Cuong

The presentation and adoption of the final version of the marketing strategy is scheduled to take place mid-2017 in front of ASEAN Head of National Tourism Organizations in Vietnam.

The tourism marketing strategy will follow on from the Visit ASEAN@50: Golden Celebration campaign that will be rolled out in 2017 to mark 50 years of ASEAN.

The tourism marketing strategy will also sit within the framework of the already adopted ASEAN Tourism Strategic Plan 2016 to 2025.

The scope of work for the marketing plan includes a market research programme that will analyse ASEAN’s current market positioning and confirm likely future patterns and trends in visiting the region.

Specific deliverables of the marketing plan include a competitive analysis of tourism in ASEAN; vision, objectives, goals and targets; market research findings on aspects such as purpose of trip and length of stay; branding, logo and tagline; action plans; budget requirements and resourcing; monitoring and evaluation; an implementation timetable, and more.

“ASEAN is looking forward to hearing from highly experienced consultants with a proven track record in preparing tourism marketing plans,” said Vietnam National Administration of Tourism Acting Director General, Tran Phu Cuong, who is coordinator of the bids for the marketing strategy.

“The consultant must be experienced in working across multi-cultural settings, and be willing to think and act creatively and strategically, and produce innovative tourism solutions.”