Background

The project offers an intervention strategy for the development of rural tourism in Armenia with the objective of creating sustainable income-generating opportunities as supplemental income source to reduce the level of rural poverty, contribute to equal territorial development and shape conducive environment for rural development. The project has three main components:

• Component 1: Planning of sustainable integrated rural tourism- The tourism assets of the community will be identified, assessed and prioritized for the further development by preliminary expert assessment and participatory planning mechanism, which will outline the vision and strategy for the rural tourism development in the community through wide consultation and participation of the local stakeholders.
• Component 2: Increasing income level through diversification of tourism products and services in the community- Developing human resources through sector-specific trainings (business management, food processing, sales, marketing, training local guides, etc.) will help to address the knowledge gaps and prepare the local communities to effectively manage the tourism enterprises. Meanwhile all the actors integrated in both production, service provision and management will be trained in sustainable utilization of tourism assets and adoption of mechanisms to bring down the environmental impact of their activities. In addition, the project will facilitate the access of the local tourism enterprises to seed financing through the loan mechanism of SME DNC.
•  Component 3: Sustainable Destination Management- Establishing institutions like Destination Management Organizations (DMO) to engage the local stakeholders and authorities into management and development of the community as a tourism destination. Destinations present complex challenges for the sustainable management, development and marketing in that DMOs must serve a range of needs for tourists and tourism-related businesses, as well as the resident community, local businesses and state.

In order to promote City Tourism, conduct tourism resource inventory and identify potential links between the tourism flows from cities to rural communities, UNDP will assist Center for Strategic Initiatives (CSI) to develop the strategy for City Tourism to promote the city tourism in Armenia. The objective of the Strategic Initiatives Center is to promote the implementation of the pivotal reforms in Armenia and the growth in the export volume, as well as involvement of long-term foreign investments. The Center will focus on the spheres of public administration, information and high technology, tourism, agriculture and processing, education, tax and customs administration, as well as other areas, if needed.

Assignment Objective
The objective of the current assignment is to develop the strategy to promote city tourism in Armenia.

Duties and Responsibilities

Under the direct supervision of Integrated Rural Tourism Development Economist/Project Coordinator (PC) and direct supervision of director of Centre for Strategic Initiatives the incumbent will be responsible for:

• Conduct tourism resources inventory of Yerevan and 50,000 plus populated cities of Armenia using the Integrated Rural Tourism Development Project Tourism Resources Inventory team
• Assess the inventory results, reveal the gaps and develop a strategy to develop and promote the City Tourism in Armenia
• Conduct a financial feasibility study to define the probable budget for the short and long-term development
• Develop City Tourism management operational model
• Attend events, conferences, meetings, round tables to research and promote the concept of City Tourism
• Design, write and/or produce presentations, press releases, articles, leaflets, reports, publicity brochures, information for web sites and promotional videos, draft speeches
• Provide guidelines for the CT branding and visualization
• Work with the DMO Expert to find the angles for city tourism management concept and sustainability
• Provide other support and assistance as required in the field
   

Expected Outputs and Deliverables

Competencies

• Ability to interpret results and provide practical recommendations.
• Excellent communication and analytical skills.
• Strong research and networking skills;
• High level of motivation, ability to show initiative and work independently;
• Excellent ability to write and communicate orally with accuracy and professionalism;
• Ability to communicate effectively across different constituencies;
• Strong interpersonal skills with ability to establish and maintain effective work relationships with people of different social and cultural background
• Ability to deliver and reach the planned targets without undermining proper operational processes
• Creativity, flexibility and an innovative approach to problem solving
• Proven ability to work within the set time frames on multiple activities and tasks concurrently
• Excellent computer literacy, knowledge of MS office software and web based applications.
   

Required Skills and Experience

Education

• Advanced university degree in tourism management, and/or MBA, and/or Marketing, and/or Economy.

Experience

• At least 3 years of working experience in marketing (preferable in tourism marketing) and/or tourism management and/or business model development;
•  Experience in country/regional tourism strategy development is an asset

Languages:

• Excellent knowledge  of Armenian and English, knowledge of Russian is an asse