Objectives

The primary objective of this tender is to appoint a 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 period of twelve months from the date of appointment.

Scope

The scope of work includes:

• Designing, marketing, and delivering seasonal (e.g., Easter, Winter, Summer) and evergreen experiential travel packages aligned with Johannesburg’s brand pillars.
• Creating thematically coherent packages with clear inclusions, optional add-ons, and tiered pricing catering to diverse segments such as families, youth, couples, seniors, groups, accessible travel, and LGBTQIA+ inclusivity.
• Securing inventory and partnerships with local operators (hotels, attractions, transport, guides, events).
• Implementing quality assurance and safety standards, ensuring partners are licensed and compliant.
• Structuring commissionable rates for distribution channels.
• Making deals available via multiple distribution channels including the website, OTAs, call centers, social media, affiliates, and influencers.
• Developing supporting digital content, media reels, banners, landing pages, and sales toolkits.
• Tracking and reporting on campaign performance, engagement, and conversion metrics.
• Providing final impact assessment including outcomes vs KPIs, ROI, partner performance, and traveler feedback.

Technical Requirements

• End-to-end design and implementation of seasonal and experiential deals.
• Development of a digital content plan, package catalogue with rates, partner agreements, and distribution strategies.
• Availability of both packaged and unpackaged deals across multiple channels.
• Quality assurance and compliance with licensing and safety standards.
• Robust tracking, analytics, and reporting frameworks with clearly defined KPIs.
• Impact evaluation within 10 working days of campaign launch.
• Provision of impact assessment reports, including ROI and partner performance analysis.

Skills Requirements

• Proven experience in designing and executing destination marketing campaigns, particularly within the tourism sector.
• Strong digital marketing expertise, including content creation, social media, influencer engagement, PR, and multi-channel distribution.
• Ability to develop thematically coherent travel packages with diverse offerings and partnerships.
• Experience in securing and managing partnerships with local tourism operators, accommodation providers, attractions, and transport services.
• Data-driven approach with the ability to develop tracking dashboards, KPIs, and analytics for campaign performance.
• Capability to produce comprehensive impact assessments and ROI analyses.
• Knowledge of compliance standards, licensing, and safety regulations within the tourism industry.
• Strong project management skills to deliver within tight timelines and coordinate multiple stakeholders.