TERMS OF REFERENCE INCLUSION IN CULTURAL HERITAGE AND TOURISM MARKETS

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

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