Elaboration of the Tourism Marketing Strategy of Mozambique II (2026-2030) — Project Implementation Unit Mais Oportunidades

REPUBLIC OF MOZAMBIQUE

MINISTRY OF FINANCE

National Directorate of Treasury and Financial Cooperation

ACCESS TO FINANCE AND ECONOMIC OPPORTUNITIES PROJECT: MAIS OPORTUNIDADES

Project Implementation Unit

REQUEST FOR EXPRESSIONS OF INTEREST

(CONSULTING SERVICES – FIRMS SELECTION)

ELABORATION OF THE TOURISM MARKETING STRATEGY OF MOZAMBIQUE II (2026 – 2030)

Country: Mozambique

Grant No: Credit IDA-72780, Project No. P178658

Assignment Title: Elaboration of the Tourism Marketing Strategy of Mozambique II (2026 – 2030)

Reference No: MZ-MEF-DNT-545335-CS-QCBS

• The Government of Mozambique (GoM), through the Ministry of Finance (MF) and has received funding from the World Bank toward the cost of the Mozambique: Access to Finance & Economic Opportunities Project (Mais Oportunidades) and intends to apply part of the proceeds for consulting services.

• The Consulting Services (“the Services”) include development of a national tourism marketing strategy, including specific actions to support the government (at both central and local levels) and other actors in the tourism value chain and ensure a more assertive , proactive and coordinated response to the challenges and development trends of tourism.

• The marketing strategy will take stock of previous initiatives, outlining the successful actions and roadblocks to grow targeted markets to learn lessons and provide a pragmatic and implementable roadmap.

• The strategy will guide the marketing of tourism, as a sector of internationalization e economy diversification of the country for the next 5 years, and will include a 5-year Action Plan with corresponding activities, targets and budgets, which will be in line with future budgets and capacities. The strategy will aim to create new awareness and interest in the destination among potential visitors, both domestic and international and in increase of investment

• It will also seek to differentiate the destination from its competitors and communicate its unique value proposition and what sets it apart from other destinations. The strategy will be developed based on market research, stakeholder consultation, and identification of best practices that are up-to date, modern and innovative in destination marketing.

The detailed Terms of Reference (TOR) for the assignment can be provided on request to the following e-mail: [email protected].

• The Ministry of Finance (MF) now invites eligible Consultants to indicate their interest in providing the Services. Interested Consultants should provide information demonstrating that they have the required qualifications and relevant experience to perform the Services (brochures, description of similar assignments, experience in similar conditions, etc.). The firm or Consortium selected must be legally registered institutions with the qualifications and experience below.

The shortlisting criteria are:

• At least 10 years’ experience in designing tourism destination marketing strategies in emerging tourism destinations

• Excellent knowledge of the tourism sector, with demonstrated ability to analyse the market and target audience, skills in setting realistic goals, experience in creating content strategies and communication channels, and skills to measure and analyse results.

• Demonstrated success in devising and supporting implementation of marketing activities in Africa is a must.

• At least 2 similar assignments conducted in the last 5 years and direct involvement in tourism marketing/branding in other countries.

• Expertise in using tourism statistics and exit surveys for market segmentation and the identification of market trends.

• Recognized and proven ability to interact with the public and private sectors, as well as with bilateral and multilateral cooperation agencies.

• Knowledge of Mozambique and destinations with similar tourism offerings and product profile will be an added advantage.

Key Experts will not be evaluated at the shortlisting stage.

• The attention of interested Consultants is drawn to Section III, paragraphs, 3.14, 3.16, and 3.17 of the World Bank’s “Procurement Regulations for IPF Borrowers” September 2023 (“Procurement Regulations”), setting forth the World Bank’s policy on conflict of interest.

Consultants may associate with other firms to enhance their qualifications, but should indicate clearly whether the association is in the form of a joint venture and/or a sub-consultancy. In the case of a joint venture, all the partners in the joint venture shall be jointly and severally liable for the entire contract, if selected.

• A Consultant will be selected in accordance with the Quality and Cost Based Selection (QCBS) method set out in the World Bank Procurement Regulations.

• Further information can be obtained at the address below during office hours from 8:30 to 15:30 hours.

• Expressions of Interest must be delivered in a written form to the address below (in person, or preferably by e-mail) by 14:30 hours on 28th April 2026.

Ministério das Finanças

Direcção Nacional do Tesouro e Cooperação Financeira

Projecto de Acesso ao Financiamento e Oportunidades Económicas: Mais Oportunidades

Unidade de Coordenação do Projecto

Av. Do Zimbabwe, No. 1374

Maputo - Moçambique

Email: [email protected]