Objectives

The primary objective of this tender is to appoint a suitably qualified, local tour operator or travel management company to conceptualise and implement domestic seasonal and experiential deals. The goal is to enhance positive brand awareness of Johannesburg as a destination, drive destination consideration, and increase visitor numbers into Johannesburg over a twelve-month period from the date of appointment. Specific objectives include:

• Stimulate domestic travel and improve Johannesburg’s competitive positioning.
• Design, market, and deliver seasonal and experiential deals that convert awareness into bookings.
• Increase visitor numbers, length of stay, and expenditure across the city and its regions.
• Showcase authentic Johannesburg experiences and support local SMMEs.
• Drive engagement and conversion among priority domestic segments.

Scope

The scope of work involves end-to-end design and implementation of:

• Development of seasonal campaigns (e.g., Easter, Autumn, Winter, Summer) and evergreen experiential concepts aligned with Johannesburg’s brand pillars.
• Curating thematically coherent packaged and unpackaged deals with clear inclusions, optional add-ons, and tiered pricing catering to diverse segments (families, youth, couples, seniors, groups, accessible travel, LGBTQIA+).
• Securing inventory and partnerships with local operators such as hotels, attractions, transport providers, and event organizers.
• Implementing quality assurance and safety standards, ensuring partners are licensed and compliant.
• Structuring commissionable rates for distribution channels and affiliates.
• Making deals available via multiple distribution channels including websites, OTAs, call centres, social media, and influencer partnerships.
• Creating digital content, sales toolkits, and promotional materials for marketing and sales.
• Monitoring and evaluating campaign performance, including tracking, reporting, and impact assessment.

Technical Requirements

The technical requirements include:

• Designing seasonal and experiential packages with clear inclusions and tiered pricing.
• Securing inventory and establishing partnerships with local service providers.
• Implementing quality assurance, licensing, and compliance standards for all partners.
• Developing multi-channel distribution strategies and interfaces with Johannesburg Tourism’s digital platforms.
• Producing digital content such as reels, banners, landing pages, and sales toolkits.
• Tracking campaign performance through analytics, KPIs, and reporting frameworks.
• Providing impact assessment reports including ROI, partner performance, and traveler feedback.

Skills Requirements

The successful bidder must demonstrate:

• Proven experience in designing and implementing tourism marketing campaigns, particularly seasonal and experiential deals.
• Strong partnership development skills with local hotels, attractions, transport providers, and other stakeholders.
• Expertise in digital marketing, content creation, and multi-channel distribution strategies.
• Capability to develop and manage digital content, including reels, banners, landing pages, and sales toolkits.
• Data analytics and reporting skills to monitor campaign performance and generate impact assessments.
• Knowledge of quality assurance, licensing, and safety standards within the tourism sector.
• Experience working with local SMMEs and supporting inclusive tourism initiatives.
• Ability to work within a 12-month contract, delivering multiple seasonal campaigns with continuous optimisation.