RFQ: to secure market representation in new source markets in the united states and canada 118 views

Ref: GM-MOTC-552731-NC-RFQ

The Ministry of Tourism, Arts and Culture (MoTAC), (the Client) has received a grant from the International Development Association (IDA) (the “World Bank”) towards the cost of the Tourism Diversification and Resilience in the Gambia Project (TDRGP) and intends to apply part of the funds from Marketing Strategy Development budget to ‘’Secure Market Representation in new source markets in the United States and Canada”. 

Objective of the assignment

The objective of securing market representation is to build brand and destination awareness and market demand through constant and increasing engagement and building relationships with travel trade and media within The Gambia’s primary source markets and prioritised market segments, including the diaspora, as measured by an increase in travel trade serving The Gambia, earned media and an increase in visitors to The Gambia. 

Scope of Service

The market representative firms that are selected will be responsible for the following activities and prioritising these activities as necessary within the markets they represent to maximise resource efficiencies and the return on investment:

1. Travel Trade Partnerships 

• Proactively seek, establish and maintain contacts with travel trade companies on behalf of the GT Board  
• Secure partnership(s) focused on cooperative marketing efforts for creative and innovative campaigns/promotions to heighten The Gambia’s visibility and secure matching funds for these efforts when feasible
• Create market linkages between the international outbound travel trade and the inbound local travel trade, including identifying and developing new operators and specialized itineraries in niche segments that advance diversification (e.g., birding, ecotourism, nature-based tourism, soft adventure travel) 
• Facilitation, coordination, and participation in road shows and select trade shows with the GT Board /MOTAC and private sectors (that are approved by GTB) as a representative of destination The Gambia
• Respond to inquiries on The Gambia from the travel trade in the primary source market(s) represented with support from GT Board
• Provide support to personnel and representatives of the Ministry of Tourism and Cultural Affairs, GT Board and The Gambia travel trade when visiting the primary source markets that the representative firms are representing
• Conduct research and monitor trends on travel and tourism industry developments that may affect travel to The Gambia

2. Press and Media Relations 

• Proactively seek, establish and maintain contacts with media on behalf of the GT Board 
• Prepare a PR strategy and schedule with support from GTB, track all media mentions and the value of earned media, and digital engagement and plan and issue regular press releases (that are approved by GTB), and social media to heighten The Gambia’s visibility within the travel trade and consumer marketplace 
• Respond promptly to inquiries on The Gambia from the media in the primary source market(s) they represent with support from GTB
• Proactively propose media and trade groups for familiarization tours and organize logistics for travel from the source markets represented to The Gambia 
• Proactively pitch ideas to the media and negotiate, secure and place promotional features and stories 
• Translate existing marketing collateral as necessary and maintain a supply of collateral for media and trade

3. Capacity Building and Training 

• Work with GTB and the local travel trade to curate specialized product offerings for niche segments; provide technical guidance on itinerary development for different types of experiential and river-based tourism (e.g., birding, ecotourism, nature-based tourism, soft adventure travel) to ensure these products are market-ready and competitive; develop related sales manual, and support the capacity building of the local trade to increase market readiness and meet the needs of the primary source markets that are represented
• Work with the GTB staff to build their capacity to lead or manage trade and media relations, trade events and road shows, participation in webinars, and content development 
• Develop a handover plan and initiate the transfer of knowledge and know-how to the GTB three months prior to the contract conclusion to lead select market representation activities beyond the time horizon of the project  

4. Product Knowledge and Reporting 

• Visit The Gambia at least once a year to build relationships with trade, update the local tourism industry about local travel industry trends/developments, experience new products, and create new content (i.e., photographs and video) that can be used for marketing within the markets represented  
• Plan 1-2 FAM tours per annum for the travel trade and media from the represented country in coordination with market representatives responsible for other core source markets. GTB’s role will be to provide human resource support including helping to facilitate negotiations and logistics coordination with local trade. GTB will not cover any FAM-related expenses
• Preparation of an annual and monthly promotional and marketing plans and monthly budget and performance reports and status reports inclusive of key performance indicators (KPIs) and updated data on the source market that is being represented

Potential Suppliers/Market Representatives may obtain further information at the address below during office hours 0800hrs to 1600hrs from Monday to and Friday 0800hrs to 12:30hrs and to review the Performance Specification via email from bkujabi@piumotc.gm or kjagn@piumotc.gm 

Evaluation Criteria

The evaluation shall be basis of but not limited to the following: 

• At least 5 years of progressive experience in strategic market representation in the desired source markets and the submission of the following information in a maximum of 10 pages, excluding appendices:
• Qualification of key experts in building brand and destination awareness and market demand through constant and increasing engagement and building relationships with travel trade and media including demonstrated success in diversifying a destination’s portfolio by successfully launching or expanding niche, high-value segments in the North American market 
• Successful market representation for other comparable destinations with a similar history as destination The Gambia.
• Demonstrated ability to promote effective brand, awareness, and market demand building activities, and travel trade and media engagement and relationship building activities specifically for different types of experiential and river-based tourism and the unique distribution channels and media required for these segments. 
• Confirmation that the firm is not and will not become a market representative for any competing destination that presents a conflict of interest with the promotion of The Gambia’s national interests for the duration of the contract.

The TDRGP under the Ministry of Tourism and Culture (MoTC), now invites quotations from respective market representatives in Unites States and Canada to send your quotations before the submission deadline. 

Your quotation should be addressed to; Project Director, Project Implementation Unit (PIU) Office, Plot No. 49 Kotu East Estate, Off Bertil Harding Highway, Kotu on or before Friday 3rd July 2026  either by Hand delivery to the address above or by Email: mceesay@piumotc.gm   and copy bkujabi@piumotc.gm and kjagne@piumotc.gm 

We look forward to receiving your quotation.

Thank you