1. Terms of Reference for a UNWTO Volunteer to support the Tourism Council of
Bhutan in Marketing Activities
Preamble
The United Nations World Tourism Organization (UNWTO) is a specialized agency
of the United Nations in the field of tourism. It serves as a global forum for tourism
policy issues and a practical source of tourism know-how. UNWTO plays a central and
decisive role in promoting the development of responsible, sustainable and universally
accessible tourism, paying particular attention to the interests of developing countries.
The Organization encourages the implementation of the Global Code of Ethics for
Tourism, with a view to ensuring that member countries, tourist destinations and
businesses maximize the positive economic, social and cultural effects of tourism and
fully reap its benefits, while minimizing its negative social and environmental impacts.
Its membership includes 161 countries and territories and more than 390 Affiliate
Members representing the private sector, educational institutions, tourism associations
and local tourism authorities. Direct actions that strengthen and support the efforts of
National Tourism Administrations are carried out by UNWTO's regional representatives
(Africa, the Americas, East Asia and the Pacific, Europe, the Middle East and South
Asia) based at the Headquarters in Madrid.
UNWTO.Themis Foundation is an operational branch of the United Nations World
Tourism Organization, and it is responsible for the implementation of the programme of
work of the Department of Education and Training. One of its objectives is to improve
and support development assistance through applied training and educational

2. programmes, achieved through the UNWTO.Volunteers Programme. One goal of this
programme is to strengthen the Volunteers’ Corp, which is composed of professionals
who share a high commitment to service and solidarity, purposely trained in
Development and Poverty Reduction through tourism from the UNWTO.Themis
Foundation. At present the UNWTO.Volunteers’ Corp is composed by over 150
professionals from all continents, aged between 22 and 55 years and coming from
different disciplines, many of them with an established career.
The UNWTO Volunteers’ programme, managed by the UNWTO.Themis Foundation, is
a high value added service designed to identify professionals who can provide services
and perform a wide variety of specialized tasks to support development projects in the
field of tourism, which are ran by UNWTO and /or other international organizations.
The Tourism Council of Bhutan is an autonomous body under the chairmanship of the
Prime Minister of Bhutan. It is the sole national tourism organisation of Bhutan and is
responsible for guiding, monitoring and regulating the tourism industry in Bhutan. It is
also responsible for promoting the country as a high end destination keeping in view the
tourism policy of “high value – low impact”. One of the main functions of the TCB in
the next few years is also to maintain a high standard of hospitality and services in
Bhutan and to ensure adequate infrastructure for tourism to maintain Bhutan as a high
quality tourism destination.
The participation of volunteers in the implementation phase of UNWTO.Volunterrs
assignments aims to provide specific expertise in tourism development and support to
project teams. On the other hand, the experience is expected to effectively and positively
influence the understanding between the Volunteer and the local and social reality by
creating links with the receptive community, which will ensure a productive and
satisfactory mission.
1. Title of UNWTO Volunteer assignment: Destination Marketing and PR Specialist

3. 2. Type of mission (international or National UNWTO Volunteer): UNWTO
International Volunteer.
3. Project title: Marketing and Promotion Department (MPD).
4. Duration: 24 months
5. Place of assignment: The UNWTO.Volunteer job location is the Tourism Council of
Bhutan Secretariat office in Thimphu.
6. Desired start date: Last week of February 2012
7. Hosting Organization and Organizational Context: Tourism Council of Bhutan
The Royal Government of Bhutan recognizes that tourism is a world-wide phenomenon
and an important means of achieving socioeconomic development particularly for a
developing country like Bhutan. It also recognizes that tourism, in affording the
opportunity to travel, can help in promoting understanding among people and building
closer ties of friendship based on appreciation and respect for different cultures and
lifestyles.
The government took up facilitating and regulatory role with the establishment of
the Tourism Authority of Bhutan, and later the Department of Tourism. . In 2008,
realizing the importance of a multi-sectoral approach towards sustainable tourism
development, the department was renamed the Tourism Council of Bhutan and was
granted autonomy under the chairmanship of the Prime Minister.
The main areas of functions and responsibilities of the Tourism Council of Bhutan
are:
a) Tourism Planning & Policy: Formulate, implement and update a national
tourism policy and strategy in consultation with relevant stakeholders;
b) Regulation and Monitoring: Develop and implement relevant tourism
guidelines and regulatory measures towards sustainable utilization of natural and
cultural resources and ensure compliance.
c) Facilitation and Co-ordination:
• Establish a safe, secure and healthy environment for visitors;
• Promote and facilitate private sector investment in the tourism industry;

4. • Promote tourism as an important national priority and mobilize adequate
resources for its development;
• Co-ordinate tourism related efforts among all stakeholders in the industry;
• Facilitate daily operational procedures; and
• Facilitate and assist in improving visitor relations and experience.
d) Marketing and Promotion: Actively carry out/facilitate promotion & marketing
of the country as a preferred tourism destination through various promotional
activities.
e) Development of Tourism Products and Services: Diversify and develop new
tourism products to create a balanced and sustainable tourism most compatible
with the environment and society.
f) Human Resource Development: Facilitate manpower and skills requirements of
the tourism sector through training and advancement opportunities.
9. Description of duties
In 2010 TCB and UNWTO.Volunteer initiated a one–year intervention funded by
Tourism Council of Bhutan and candidates were placed in the Marketing & promotion
division with the objective of strengthening the positioning and visibility of Bhutan by
developing appropriate marketing tools in the national and International Tourism arena,
using the following strategies:
A. Tourism destination promotion and marketing;
B. Strengthening of Public- Private Partnership for Tourism Development in Bhutan;
C. Institutional support for the Destination Management Organization;
D. Strengthening business linkages in the tourism supply chain between international
and local tourism industry
E. Creating a venue for Private Investors to acquaint themselves and appreciate the
economic potentials of Bhutan as a Tourism Destination.
F. Ensuring and executing media coverage for Bhutan as a travel destination
G. Developing a marketing strategy by source market and execute

5. The UNWTO volunteer will respond to a TCB focal point. His/her immediate supervisor
at TCB, will be the Director, Marketing and Promotion. The UNWTO Volunteer will have
to give support to the TCB on the following actions:
1. Support to the activities a. Develop marketing strategies by source markets and
of the Marketing and ensure cost effective promotional activities
Promotion Department b. Assist the TCB to explore and liaise with appropriate
(MPD) high end publications and travel writers to feature
Bhutan
c. Liaise with the private sector to work out cost sharing
in the implementation of the marketing and
promotional strategies.
2. Development and a. Strengthen the administrative and technical capacities
strengthening of business of the TCBS in undertaking their mandate and tasks
linkages between private providing technical guidance and backstopping.
sectors. b. Facilitate and execute co-marketing alliances and
events to ensure wider reach of Bhutan as a preferred
destination
c. Interact with international tour operators to ensure
Bhutan’s introduction as a destination and formation
of marketing alliances to increase tourist flow to
Bhutan.
3. Assist the TCB in the a. Work with TCB in planning, organising and
planning and managing of management of travel fairs, road-shows and other
travel trade related events. promotional events.
4. Others Assist the TCB to fulfil its mandates in general through
execution of other tasks that may be assigned to him/her
by the supervisor.
10. Expected outcomes
The volunteer will contribute to the following expected outcomes:

6. R1. The TCB marketing strategy is put in motion by different stakeholders: TCB,
public and private sectors, and civil society.
R2. Bhutan is marketed by national and international operators as a unique and
high end tourism destination.
R3. There are more investments by the private sector in Bhutan.
R4. More business linkages between tourism private sector and local Community
Based Tourism Enterprises (CBTEs) and Medium and Small Size Enterprise
MSMEs.
11. Requirements
• Belong to the UNWTO.Volunteers Corps.
• Interest and experience in developing marketing and promotion strategies.
• Commitment to UN values and volunteerism.
• Academic background in marketing of tourism destinations, social sciences,
economics, business administration and/or sound experience in tourism.
• Have preferably a degree on issues related to tourism marketing and
promotion or relevant experience in tourism.
• Good knowledge of tourism marketing and promotional tools for tourism
products and destinations.
• Willing to work and live in a developing country and cope with a hard
working environment.
• Be able to work with people from different backgrounds and be respectful of
any diversity.
• Ability to work independently and as part of a team.
• Excellent knowledge of English.
• Excellent computer skills.
The following can be considered as advantages:
• Prior experience in developing countries (preferably in South Asia).
• Have experience in the tourism sector possibly in promoting the development
of Tourism destinations and in the development of business linkages in the

7. supply of services and goods between the private sector and local
communities, individuals, products development and marketing.
12. Conditions of stay
A. The volunteer is going to be based in Thimphu (Bhutan) and will work in the
TCB office in Thimphu;
B. He/she may undertake field trips in Bhutan and missions abroad if necessary;
C. Office space will be provided as well as internet and a desktop computer.
D. Transport for field trips will be provided by TCB.
E. TCB will provide technical support to the volunteer for the development of his
daily tasks as well as for the organization of field visits, as well as for finding
accommodation.
13. Conditions of service
The UNWTO.Themis, will provide a return air ticket from the capital city of his country
of residence to the capital city of the country of destination, as well as the cost of a
medical insurance covering the whole length of stay.
The selected volunteer will receive a monthly allowance of 525 USD This amount will be
transferred monthly to the Volunteer’s bank account by TCB, to cover local
transportation, meals, and other expenses. Accomodation will be provided by TCB.
The total length of the mission is 24 months subject to confirmation after a probationary
period of 2 months.
14. How to apply
The UNWTO.Volunteers’ Corps members interested in participating in this project
should send their updated CV and a letter of interest to Lucy Gardner at
themis.omt1@unwto.org before 15 february
If you do not belong to the UNWTO Volunteers Corps, please visit the UNWTO.Themis
Foundation’s web page (www.unwto-themis.org) for further information.