Background
The Empowering Poor Communities and Micro-Entrepreneurs
in the Georgia Tourism Sector is a World Bank project financed by the Japanese Social
Development Fund (JSDF) and implemented by Elkana NGO. The project area covers the regions of
Kakheti and Imereti and more specifically the municipalities of Telavi, Kvareli
and Tusheti; and Tskaltubo and Vani respectively.
The objective of the project is to foster the
cultural tourism sector through support to MSMEs with a focus on providing
benefits to the most vulnerable social groups including but not limited to: the
poor, IDPs, women and the unemployed. The program intends to harness the
cultural assets of the selected sites to promote economic growth and reduce the
gender gap through targeted activities that will encompass support to the
development of both cultural industries
[1]
and the associated tourism services industry.
The project capitalizes on two WB projects notably the RDP-I and
the RDP-II. In this context product and
service offerings for potential further development were identified in the
tourism value chain analysis conducted in Kakheti,
[2]
and in the Imereti Tourism Development Strategy.
[3]
Potential offerings included cultural heritage activities, wine heritage, and
nature and adventure activities. These analyses were used to inform the
improvement of basic infrastructure, the development of a more skilled
workforce at the institutional level, product improvements, and more effective
marketing and promotion of the region.
There is a need however for further analysis of the
role of MSMEs in the provision of products and services, and their potential
markets. Knowledge of current and potential markets for tourism-related MSMEs
in Kakheti and Imereti, and the desired products and services from these
enterprises is crucial to the proper design of the Technical Assistance and
Capacity Building activities. Thus while the overall framework of the program
is well defined and some data has already been gathered; it nevertheless relies
on a number of assumptions that need to be validated through an in-depth
analysis that will both legitimize and inform interventions. Data on the dynamics governing the cultural
industries sector (demand and supply) is critical and observations attest to
the presence of a significant domestic market.
This being said, the absence of data ascertaining the flow and profile
of consumers is an important obstacle to better target MSMEs supplying of
cultural goods and services for the sustained diversification and growth of
MSMEs in the culture and tourism sectors.
Consisting of 5 components that integrally address
the objective, the project includes a matching grants program aimed at
supporting the production of goods and services related to cultural heritage
for micro-entrepreneurs. Grant will be
available to eligible applicants and be awarded based on the fulfillment of a
number of selection criteria and an application process. Technical Assistance and Capacity building
activities (component 2) in related areas such as: business development and
planning, market linkages, PPPs, marketing and promotion, facilitation of
credit access, etc., will complement the matching grants program to ensure that
investments will have a successful outcome in terms of cost-effectiveness.
Activities eligible for financing by the matching
grants will include, inter alia: agro-processing, guiding services,
handicrafts, performing arts, hospitality venues and services (cafes,
restaurants, B&B, etc.), promotion and marketing of products, services and
destinations, other cultural industries. The grant will cover expenditures for
goods and works including: equipment, services, product promotion, and the
acquisition of technical and market information.
The grant facility will be accessible on a repeat
basis for scaling-up the initial enterprise based on the performance of the
first grant (including number of people employed by the enterprise). Beneficiaries receiving funds to
expand their operations will be required to hire at least one person who will
benefit from their business and thus provide employment opportunities (it is
expected that on average, the supported micro-enterprises will contain 3-4
employees). Selected
beneficiaries can get support (maximum 50% of the estimated costs of their
planned productive investment) for upgrade or purchase of technical equipment
(e.g. pasteurization device, wine bottling equipment, fat measuring device,
sewing machines, etc.) or building material.
The beneficiaries’ contribution will cover rehabilitation of
properties/work space and be at least 50% of the needed sum.
Objectives
The objectives of the assignment are to: (i)
understand the involvement of poor and vulnerable individuals
[4]
in value chains related to tourism and cultural heritage in selected areas;
(ii) understand the overall market for tourism and cultural heritage products
and services and identify opportunities for enterprise growth within these
sectors in the selected project areas; (iii) based on (i) and (ii), develop recommendations
for the project that ensure maximum benefit of poor and vulnerable groups; and
(iv) based on (i-iii) develop baseline indicators for the project.
TASKS
Task 1: Inception Workshop
The methodology of the study will be presented
during the inception workshop. Together with the Project Management Team,
representatives of World Bank, Project Steering Committee members and relevant
stakeholders from the project sites will be invited to participate. During the
workshop the consultants will fine-tune the methodology, based on the feedback
of participants.
Task 2: Role of poor and vulnerable individuals
in tourism value chains
Task 2.1: Analyze
the poverty context in project target areas. Develop a profile of poverty and vulnerability
in project areas. Describe the different social groups in the area, their economic
conditions, and the nature of inequality in these areas. The analysis shall
look into the poverty levels of target groups and the causes of poverty. The
analysis shall include, but is not limited to:
·
What is the
average annual income per annum among target group during last three years?
·
What are the
sources of income and how did this evolve over last three years?
·
Who is the
breadwinner in the household?
·
How the
decisions on expenses are taken at the household?
·
What is the
expenditure structure?
Task 2.2:
Describe the overall economic activities of poor and vulnerable individuals in
the selected project areas. Describe their experience working in specific
sectors, their level of education and their skills. Please provide (i) an
analysis of economic activities by social group, (ii) an analysis of economic
activities by project area; (iii) an analysis of skills and experience by social
group; and (iv) an analysis of skills and experience by sub-sector for
identifying possibilities of involving vulnerable groups in MSMEs, related to
the cultural heritage.
Task 2.3:
Provide a detailed analysis of the specific economic activities of poor and
vulnerable individuals working along the tourism and cultural heritage value
chain. Discuss the income generated by different types of economic activities,
the skills required for participation in these activities, the size of these
businesses, and the obstacles for growth faced by individuals in these
activities.
Task 3: the tourism and cultural heritage value
chain
[5]
Task 3.1: Undertake stakeholder mapping
for the tourism and cultural heritage. Include relevant institutions at the
national and local levels, key businesses, chambers of commerce, associations
of producers, credit institutions, etc.
Task 3.2: Describe the market (demand and supply) for
tourism and cultural heritage products and services in the selected project
areas.
Task 3.3 Describe the value chain for tourism and cultural
heritage products and services.
Task 3.4 Assess current role and capacities of MSMEs
involved in tourism related businesses and conduct a SWOT analysis focused on
opportunities to increase participation of poor and vulnerable individuals in
these businesses.
Task 4: Develop Recommendations
Task 4.1: Propose recommendations for possible products
& services, including recommendations on standards and quality criteria
appropriate for the targeted vulnerable groups.
Task 4.2: Elaborate business models appropriate to the
project beneficiaries and make references to best known practices, including
possibility of establishing cooperatives. Specific recommendations should be
made about business models appropriate for women-led businesses.
Task 4.3: Propose recommendations for addressing constraints
for the growth micro-enterprises or the growth of businesses owned or employing
poor and vulnerable individuals.
Task 4.4: Develop transparent eligibility criteria and
selection processes for the MSMEs grants.
Task 4.5: Develop recommendations for inclusion of poor and
vulnerable individuals in the project. Place a specific emphasis on the
inclusion of women. Identify possible
capacity building and Knowledge management activities for those groups for
grant matching.
Task 5: Set
the baseline data and develop monitoring indicators.
Task 6: Presentation Workshop. The
findings of the assignment will be presented to and discussed with the project
stakeholders at a dedicated workshop before the final report is prepared.
Qualifications
This activity is expected to be carried out by a
team consisting of:
·
A cultural
industries specialist with experience in pro-poor tourism, with no less than
5-year experience in CI, and being in a similar project would be an advantage.
·
An economist
specializing in SME development and Local Economic Development (LED) with no
less than 5-year experience in SME and LED; and being in similar project would
be an advantage.
The firm is expected to have demonstrated surveying
capabilities. Experience in the region is preferable.
Inputs
The
following studies: (i) Solimar
International, Inc. (2012), “Kakheti Tourism Development Part I: Value Chain
Analysis” and (ii) Georgia National Tourism Agency (2012). Additionally, and to the
extent possible, the client will assist the consultant in obtaining available
statistical data (data on MSMEs and gender is largely available from official
national data records) and other relevant studies as far as possible.
Deliverables Schedule and Reporting
The Consultant will report to Elkana.
The expected deliverables are as follows:
DELIVERABLE 1: Inception
Report. The Inception report will
be submitted within one month after the inception workshop. It is expected to describe the methodology
that will be used to carry out tasks 2-5. It will also include a lists of data
available and any existing analysis on this topic. It will also provide a
summary of the data and analysis.
Within a period of 2 weeks of
reception, the client shall comment on the Inception Report, and any needed
amendments shall be incorporated.
DELIVERABLE 2: Draft Report. The draft report shall be submitted within 2
months of the beginning of the assignment and will contain all information and
results obtained from the execution of tasks.
Namely, the report is expected to contain the
analysis carried out in tasks 2-5.
Supporting documentation is expected to verify the assertions made by
the consultants and should be attached to the report (e.g., primary and
secondary sources) as annexes. Furthermore
explanatory notes and descriptions of the tools and processes utilized to
obtain the data should be included.
Lastly, additional validation of the arguments put forth is expected to
be integrated using a SWOT analysis format (tables) for each sub-sector
reviewed. In effect the report should meet the objectives of this assignment.
Within two weeks of reception, the client shall
comment on the draft report. Questions,
clarifications and outstanding issues are expected to be addressed by the
consultants prior to the delivery of the final report.
Final Report. The final report is expected
to be delivered within two weeks of reception of the client’s comments and shall
incorporate any necessary modifications.
Duration:
The total duration of the assignment, including time for revision and
clarifications, is approximately three months.
How to
apply:
Interested
candidates should submit a resume/ organization profile, a proposal (a
comprehensive plan of the activities as related to the terms of reference. A
proposal should indicate sound implementation methodology, anticipated levels
of efforts, staffing/ consultancy requirements, timeframe and output format, no
longer than three pages) and expected remuneration to the following address: epc-projectmanager@elkana.org.ge
by 17th March, 2015.
Please, indicate the position title in the subject line.
No phone calls please. Only
selected candidates will be contacted.
ANNEX 1: Market Assessment
In the context of the market assessment, the
consultants is expected to analyze the demand and supply aspects of existing
goods and services in the culture and tourism sector in the concerned regions
in general and at the project sites in particular from both the quantitative
and qualitative perspectives. Data
pertaining to the demand side should include, but not be limited, to the
following:
·
Profiles of
consumers including: provenance (international visitors, regional visitors,
domestic consumers of goods and services), demographic segments, disposable
income, etc.
·
Types,
quantity and quality of goods and services currently consumed at the selected
sites e.g., crafts, food and beverages, performing arts, fine arts, etc.
·
Consumption
patterns, preferences and expenditure patterns (who spends more and on which
products).
·
Types of
goods and services demanded by consumers but currently not available at the
selected sites.
Data pertaining to the supply side should
include, but not be limited, to the following:
·
Types,
quantity and quality of cultural goods and services currently offered at the
selected sites e.g., crafts, food and beverages, performing arts, fine arts,
accommodations, etc.
·
Mapping of
organizations involved in the value chain that may include, but is not limited
to:
o
Transportation
services;
o
Tour and
travel agencies;
o
Hotels,
B&Bs, guesthouses;
o
Restaurants,
cafes, bars;
o
Leisure,
including cultural and traditional sightseeing;
o
Excursions
and guides;
o
Art and
design, including souvenirs, national dresses.
·
Mapping of
the value chain support services. The analysis will focus on the available
services, as well as identify consumer preferences. The data that may include,
but is not limited to:
o
Access to
finances;
o
Access to
trainings/ capacity building;
o
Information
provision;
o
Advertisement
and marketing.
·
Upstream and
downstream linkages in the supply chains of no less than 10 selected products;
·
Vertical
linkages, with specific focus on existing cooperatives (gender segregated data
on membership);
·
Nature and
size of the enterprises (gender segregated data on employment levels);
·
Institutional
aspects and organizational structure of the organizations involved in value
chains. The data should be gender-segregated and focus on gender roles within
organizations;
·
Gender-segregated
data on human capital and skills available, as well as capacity building needs
of potential beneficiaries for the MSMEs matching grant program;
·
Competitiveness
with producers of similar products and services at the regional and local
levels;
·
Challenges
of building women’s inclusion and gender equity in MSMEs;
·
General
regulatory framework. The analysis will include gender-specific data, if
applicable and focus on:
o
Business
registration;
o
Property
registration;
o
Taxation,
etc.
·
Sector-specific
regulations, e.g. food safety, consumer protection, etc.;
·
MSMEs growth
constraints and leakages.
Annex 2: Target Areas
Streets:
Telavi
·
Cholokashvili;
·
Nadikvari;
·
Anton
Katalikosi;
·
Leonidze;
·
Rustaveli;
·
Erekle
II avenue and square.
Kvareli
·
Chavchavadze;
·
Kudigora.
Circle Road of
Tskaltubo town.
All Dartlo
village
Cultural
heritage sites:
·
Akhali
Shuamta Monastery;
·
Dzveli
Shuamta Monastery;
·
Ikalto
Monastery;
·
Alaverdi
Monastery;
·
Bodbe
Monastery;
·
Ujarma
Castle;
·
David
Gareja Monastery;
·
Ninotsminda
Monastery;
·
Gurjaani
Kovladtsminda Monastery;
·
Khirsa
Monastery;
·
Batonis
Tsikhe Castle;
·
Akhtala
Mud site.
·
Gelati
Monastery;
·
Ubisa
Monastery;
·
Motsameta
Monastery;
·
Katskhi
Monastery;
·
Katskhi
Column, Vani.
[1]
For the purposes of this assignment cultural
industries are defined as the sector that brings together the creation,
production, and marketing of goods and services based on cultural values,
traditions, and expressions. Thus they
include the entire range of creative industries (see annex 1) as well as
cultural tourism.
[2]
Solimar International, Inc. (2012), “Kakheti Tourism Development
Part I: Value Chain Analysis”
[3]
Georgia National Tourism Agency. (2012).
“Imereti Tourism Development Strategy”
[4]
The
poor is defined as those who are under the poverty line. Vulnerable individuals
include women under the poverty line, female pensioners, female heads of
household, refugees and IDPs, and
the disabled.
[5]
See Annex 1 for more guidance on conducting this task