( EoI) Re-Advertisement Revision of the Rwandan Avi-Tourism Strategy

  • GIZ Rwanda
  • Employment Type: Contract
  • Salary:
  • Deadline: 2020-08-05
  • Location: Kigali - Rwanda
  • Job Advert Expires In: 7 days
( EoI) Re-Advertisement Revision of the Rwandan Avi-Tourism Strategy

Job Description

The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH is a federally owned international cooperation enterprise for sustainable development with worldwide operations. GIZ has worked in Rwanda for over 30 years. The primary objectives between the Government of Rwanda and the Federal Republic of Germany are poverty reduction and promotion of sustainable development. To achieve these objectives, GIZ Rwanda is active in the sectors of Decentralization and Good Governance, Economic Development and Employment Promotion, Energy, and ICT (Information and Communications Technology)

Rwanda aspires to improve standards of living for all its citizens in the Vision of 2050. The Vision will come into effect through a series of seven-years National Strategies for Transformation (NST1), underpinned by detailed sectoral strategies that are aimed toward the achievement of the SDGs. The NST1 followed the implementation of two, five-year Economic Development and Poverty Reduction Strategies (EDPRS, 2008-12) and EDPRS-2 (2013-18), under which Rwanda experienced robust economic and social performances. The growth rate averaged 7.5% over the decade to 2018 while the growth domestic product (GDP) per capita grew at 5% annually. However, un- and underemployment is still a prominent factor. With strategies like the NST 1 and the Private Sector Development and Youth Employment Strategy (PSDYES), the Government of Rwanda is promoting skills development and the creation of off-farm jobs.

The bilateral Economy and Employment Promotion programme (Eco-Emploi) as part of the priority area “Sustainable Economic Development” of the Rwandan-German Development Cooperation is supporting these efforts. Eco-Emploi, implemented by GIZ, incorporates an integrated approach of technical and vocational education and training, labor market interventions, and private sector development and will be implemented between January 2020 and December 2022. The programme aims at employment-intensive growth in selected economic sectors, namely the wood industry, tourism & hospitality industry, and film industry, with a special focus on digitalization. The economic empowerment of women, youth, and persons with disabilities are a crosscutting effort in all activities of the programme. Eco-Emploi works towards achieving SDG 1 "No poverty", SDG 4 "High-quality education", SDG 5 "Gender equality" and SDG 8 "Decent work and economic growth”. 

Job Requirements

Rationale of the Assignment

Rwanda’s rich wildlife tourism experience has gone beyond the gorilla and safari experience to being enthroned with very rich habitats that offer magnificent diversity of beautiful birds ranging from common to rare, vagrant, and endemic to the Albertine Rift. More than eight percent of the World bird species are found in Rwandan grasslands, forests and savannahs. On top of that, the safety and security of Rwanda as well as a friendly environment, make Rwanda a hidden paradise for bird watchers.

In order to exploit the full potential of this niche tourism product, the Rwanda Development Board developed the National Avi- Tourism Strategic Plan to be implemented between 2014 and 2018. This strategy was established to complement the National Sustainable Tourism Master Plan vision to accelerate tourism product development and diversification for an increased number of tourists and extended length of stay of the tourists. The mission statement of this strategy was that Rwanda will become one of the world’s leading birding attractions by offering a unique, safe, and accessible birding experience. As well as adding value to communities and conservation. Key strategic activities suggested improvements in terms of birding routes development and conservation, skills development, marketing avi- tourism, and steering structure.

Since the development of this strategy, Rwanda Development Board together with different stakeholders from the private sector and international organizations have invested efforts to the implementation of this strategy. A comprehensive review of the updated bird watching market assessment needs to give light to how much this strategy has been translated into benefits in order to provide guidance for progress or review of the strategy.

Objective and methodology of the Assignment

The main objective of this assignment is to assess the implementation of the National Avi- Tourism Strategy 2014-2018 and provide guidance to the review of the strategy as well as develop a marketing strategy. In order to achieve the objective, the assignment will be implemented in the following stages:

i.    Updated Avi-tourism marketing intelligence: understanding of the target market for Rwanda (targeted, current and potential) as part of the worldwide bird watching market by looking at the demographics, spending habits and needs in terms of services and infrastructure; updated competition analysis; and product analysis (current performance of the product by looking at the quality of services and the provider's vis a vis the target market);

ii.    Stakeholder analysis:  identify the stakeholders planned to take important roles in the implementation of the strategy and other active stakeholders. The consultant is expected to assess their current roles and responsibilities, achievements in terms of developing and promoting bird watching. In addition, the consultant will assess the stakeholders’ capacity to implement the bird watching strategy as well as the existing collaboration schemes among the stakeholders.

Furthermore, the consultant will also identify key regional and international partners relevant for developing and positioning the Rwandan avitourism product (e.g. travel agents, associations, media houses, etc.)

iii.    Audit the implementation process and status of the strategic plan:  the audit will base on the implementation of interventions to attract the targeted market and will focus on four main areas of the strategy: birding routes development and conservation plan, skills development plan, marketing plan, and coordination. For each of the main areas, the consultant will assess the following:

  • The progress made in implementing the interventions
  • Whether the targeted interventions are still valid or aligned
  • The objectives and interventions already achieved or no longer needed
  • Targeted interventions not achieved
  • Implemented interventions not part of the strategy
  • Relevant new interventions according to new market trends

After the assessment, the consultant will produce a report with a status update of the implementation.

Advice on strategy review and marketing strategy:  on the basis of the findings, the consultant will provide advice on strategy progress or review and comprehensive input for the marketing strategy:

  • Recommendations for the strategy review based on findings of the audit as well as new market trends in avi-tourism: a review of the strategy, target market, priorities, partnership potentials, and skills sets to meet the expectations from the market; develop a concepts note for the revision of the avi- tourism strategy; develop an action plan for priority activities
  • Communication: based on the information collected, the consultant will provide practical guidance on the potential avi- tourism potential market for Rwanda, goals to be achieved, advice on the promotional content adapted to the right communication tools and channels, special marketing directives, and design a marketing plan for two years;


  • An inception report with detailed methodology and tools for collecting information to be submitted two weeks after the beginning of the assignment for approval;
  • Report on the avi- tourism marketing intelligence for Rwanda as of 2020;
  • At least three workshops with key stakeholders (the consultant might also recommend other forms of gathering and collecting information from the stakeholders according to the situation): to assess the implementation status of the avi- tourism strategy, present the findings and validate the action plan;
  • Individual meetings/ interviews with key stakeholders for the assessment of the avi- tourism strategy implementation;
  • Report on the implementation status;
  • Recommendations for a revised strategy build on findings from the audit report and international market trends
  • Concept note for revising the strategy;
  • Plan for priority actions for developing and promoting bird watching;
  • A detailed avi- tourism communication plan

 Reporting and Cooperation

The consultant will closely work with RDB, GIZ, and Chamber of Tourism Teams and will report to Eco Emploi Tourism Component Manager and RDB Head of Tourism and Conservation Department. The consultant will also collaborate with other relevant stakeholders in the sector after consultation with Eco Emploi and RDB.

Location and Timeframe of the Assignment

The main parts of this assignment will take place in Kigali with possible travels at key tourist destinations inside the country. This assignment will be implemented from June until December 2020.

Assignment of consultant: up to 70 expert days

F.    Key Characteristics of the Consultants

  • Expert(s) with a master’s degree in economics, tourism management, conservation or any other related field;
  • More than five years’ experience in designing/ assessing strategies;
  • More than 5 years’ experience in the area of bird watching with a deep understanding of the bird watching business in Africa;
  • More than 3 years’ experience in tourism marketing, with a special angle on marketing for bird watching would be preferable;
  • Experience working with stakeholders in the Rwandan tourism industry would be an additional and relevant asset;   Proposal & evaluation criteria 

The proposal will be evaluated based on the following criteria:

  • Company profile,
  • Relevant experience,
  • Company strategies to assure agility, flexibility, and responsiveness,
  • Personnel, and

Financial offer.

How to Apply

Submission of EoI

Only companies are eligible to apply to this assignment, no individual consultant will be accepted.

 The EoI should contain the following:

For Technical Proposal:

  • A Cover letter expressing interest in this assignment;
  • Technical Proposal with a brief description of why your Consulting Firm would be considered as the most suitable for the assignment, relevant expertise, and a detailed clear methodology, on how will be your approach and complete the assignment;
  • The Technical Proposal should also contain the CVs of the personnel proposed in accordance with the EoI. The CVs shall not exceed 4 pages.
  • Company registration certificate if applicable;
  • VAT registration certificate
  • Proof of successful completion of related assignments.
  • Latest tax clearance certificate

For the Financial Proposal: 

The Financial Proposal indicates the all-inclusive total contract price, supported by a breakdown of all costs. The cost must be in RWF and VAT excluded.

Please submit your EoI documents in two separate envelopes (1 for technical offer and 1 for the financial offer) until latest Wednesday 05th August 2020 at 4:00 pm, at the front desk of:


GIZ Office Kigali/Rwanda

KN 41 Street / Nr.17 – Kiyovu

B.P 59 Kigali – Rwanda

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