Terms of Reference (ToR)

Consultancy assignment for:

Training on World Heritage Site branding and management, Governance of Local Sustainable Development

Projects: “Green jobs”, implemented together with UNDP, FAO, UNEP and UNIDO in Northern Montenegro.

“Sustainable Development Governance in the Durmitor Area in Montenegro” (DURMITOR), co- funded by the Veneto Region.

Region:

Durmitor area: UNESCO World Heritage site and Tara River Basin Biosphere Reserve.

Duration:

Within the period 01/02/2012 - 31/03/2012, the Consultant shall prepare the training workshop, intervene in it as a trainer in late February (5 days required in Montenegro, dates still to be defined), then come back to Montenegro for the coaching of Stakeholders Platform in the course of March 2012 (3 days required in Montenegro, dates still to be defined).

Components:

Main activities:

1) Organization and holding of a training course for CDAs1 and staff of relevant business support institutions on branding management of products from a World Heritage site, including planning of sustainable tourism development and territorial marketing, and;

3) Coaching of the stakeholders platform in the elaboration of a specific plan of activities for the Durmitor area (catalogue of local products, market organization, quality control) that could be implemented by a specific destination organization for the site.

Logistic aspects for the training will be managed directly by UNESCO.

Budget:

€ 8,000 (Consultancy Fees) + € 1,500 (per diem, travel, etc.).

1 Cluster Development Agents, as per UNIDO definition.

1. Background

This activity is being organized by the UNESCO Venice Office, in the frame of its contribution to the Joint Programme on Sustainable Economic Development and Environmental Protection called “Green jobs” which is implemented together with UNDP, FAO, UNEP and UNIDO in Northern Montenegro. It is also complementary to the Project “Sustainable Development Governance in the Durmitor Area in Montenegro” (DURMITOR) co-funded by the Veneto Region. Its particular aim is to enhance local governance processes while considering the need for a better integration between socio-economic development and the conservation and protection of natural and cultural assets of the Durmitor WH site / Tara River Basin Biosphere Reserve.

1.1. Scope of work

Durmitor is proclaimed as a National Park, and designated as a World Heritage site and Tara river Man and Biosphere Reserve, UNESCO Designation schemes according to which a better integration of socio-economic development issues within management planning processes is encouraged, with a view to achieve Sustainable development while also assuring the conservation and protection of natural and cultural assets of this site.

In the context of a general demand in Montenegro for stakeholder’s involvement in the management of Protected Areas, the UNESCO Office in Venice has already initiated the process of capacity building in public participation planning processes with national and local stakeholders, with the support of Integrated UN Programme and the Veneto Region funds.

While these processes will build capacities of stakeholder to be able to strategically plan the implementation actions in the protected area, and to get involved in the processes of management, the understanding and support of the key national stakeholders to contribute to this is crucial. In addition, other UN agencies’ projects are contributing to practical appliance of the knowledge and experiences gained and enrolling the process itself. Accordingly, this specific activity aims at supporting and mentoring of the future permanent multi-stakeholders committee/platform for the Durmitor area and CDAs in planning of sustainable tourism development and territorial marketing, and coaching of the stakeholders platform in the elaboration of a specific plan of activities for the Durmitor area, within the frame of green jobs enhancement. It will elaborate on the next activities such as production of catalogues for sample clusters in the Durmitor region and strengthening the capacity of relevant chambers of commerce and associations on marketing related aspects, with specific focus on branding the World Heritage Status of clusters operating in this area, and organization of the regional promotional fair, which is complementary to the catalogue production...

1.2. Course of actions in the projects (those indicated in bold are related to the present assignment):

Setting up management platforms to define governance roll-out structure;

Translation of the Durmitor WH Management from Montenegrin into English;

Support to and mentoring of the permanent multi-stakeholders platform for the Durmitor area within the frame of the formulation of a new Management Plan for the UNESCO Designated Site;

Organization of a training course for CDAs (Cluster Development Agents), staff of relevant business support institutions and other stakeholders on branding and management of products from a World Heritage site, including planning of sustainable tourism development and territorial marketing;

Coaching of the Stakeholders Platform in the elaboration of a specific plan of activities for the Durmitor area that could lead to the development of product catalogues for sample clusters in the Durmitor region;

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Education and Knowledge Sharing through exchanges of experts and meetings dedicated to planning and territorial management of sustainable tourism, involving mainly Italian (Po delta, Dolomiti, Venice and its Lagoon) and Montenegrin experts and stakeholders;

Organization of a final Regional Workshop on the same subject, involving other UNESCO designated sites in the SEE region.

2. Rationale of this Assignment

This assignment specifically aims to execute the activity related to the organization and holding of a training workshop on marketing and branding of products from UNESCO designated sites for CDAs and other stakeholders, including planning of sustainable tourism development and territorial marketing, that could inspire and stimulate the stakeholders platform to undertake concrete activities that could lead to the elaboration of a catalogue, the implementation of promotional activities (such as a fair/manifestation), or even the elaboration of a more general sustainable tourism development plan that could be further incorporated in the more general Management Plan for the Durmitor site.

With its specific focus, the assignment is to contribute not only to capacity building, information and knowledge dissemination, which in this case, will be directed to assist stakeholder groups in understanding the key issues of marketing and branding management in UNESCO designated sites, but also to the transfer of ownership and an increase participation of Stakeholders in the overall management of the site

To this end, activities will involve a wide range of actors such as representatives of ministries, members of the National Commission for UNESCO, the National Tourism Organization, the Public Enterprise for National Parks, the Sustainable development office, the Agency for Protection of the Environment, as well as representatives of NP Durmitor, Municipalities Zabljak, Savnik, Pluzine, Mojkovac, Pljevlja, in all local government, private and civil sectors.

3. Main Objective(s)

Increase knowledge about marketing and branding of products, in particular coming from UNESCO designated sites, for the sustainable economic development, with the focus on public ownership processes, that contribute to the better valorisation and promotion of local products;

Increase knowledge and interest in marketing and branding in respect to the networking and communication, also regarding management, designation and sustainable tourism development for key local stakeholders in Durmitor;

Introduce examples and develop approaches for benefiting from marketing and branding in the connection to UNESCO designation schemes, develop business cases and set up objectives expectations related to the management plan of the area;

Present the tools for efficient marketing and branding strategies;

Provide support on possible follow-up activities such as the elaboration of a catalogue, the organization of events, etc.

4. Expected Results and Outputs

4.1 Training agenda and background information: A comprehensive approach, including methodology and tools, specifying a realistic level of selected details of information related to the Durmitor region situation that the training is going to deliver. In addition a list of relevant background documents (readings) to be taken into account.

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4.2 Raised capacities of the participants on the issues mentioned in the section 3 of this document.

4.3 Report on the training with the detail explanations on the management platform approaches for the way forward in the respect of the overall topic of marketing and branding in the designated area, and specifically for each of the subject, cluster product and activity group elaborated.

4.4 A content framework for concrete recommendations towards improvement of protected area marketing and branding activities.

5. Focus

The assignment is undertaken as a part of the projects “Green jobs”, implemented together with UNDP, FAO, UNEP and UNIDO in Northern Montenegro and “Sustainable Development Governance in the Durmitor Area in Montenegro” (DURMITOR), co- funded by the Veneto Region. The project area for its geographic focus encompasses the Durmitor area within five municipalities: Zabljak, Savnik, Pluzine, Mojkovac and Pljevlja. The Durmitor area includes a territory proclaimed as a National Park (NP) and designated as World Heritage site (WH). This territory is part of a larger one designated as the Tara River Basin Biosphere Reserve of the Man and the Biosphere (MAB) Programme of UNESCO. Please refer to Picture 1 and 2, below.

Picture 1.: NP and MAB area Picture 2: NP and WH area

Where required, the consultant can expand the focus of the geographic and content area for the training upon the agreement with the UNESCO National professional Officer (NPO) and Programme Specialist (PS).

6. Working Method

This assignment is undertaken through:

Discussion with UNESCO staff: NPO and PS for coordination, logistic, background, instructions, alignment, clarification etc.

Training delivering on the ground, Zabljak, Durmitor, Montenegro (5 days at dates to be further defined).

Coaching of the following-up work of Stakeholders Platform – One visit of max 3 days in Montenegro in the course of march 2012.

Discussion of preliminary results and a draft report to the NPO and PS if needed with the briefing sessions;

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Production of a final report.

The consultant will submit a detailed work plan (including a methodology and an activity schedule) at the start of the work.

7. Report

The most prominent deliverable of this report is:

7.1 Introduction, including rationale and objectives of the training;

7.2 Preparation documents for the training, background, agenda, literature review;

7.3 Methodology, including method(s) and approach(s) adopted, possible constraints and limitations, validity and reliability of data and conclusions, capacity building process with stakeholders.

7.4 Main findings, issues, gaps, opportunities, way forward, etc.;

7.5 Analysis, Conclusions & Recommendations, and required actions and opportunities;

7.6 Annexes, including the ToR, a list of participants, an overview of references and sources used, and any other information deemed necessary for the quality of the report.

8. Planning

The consultant has to be available during the period of 01/02 to 31/03/2012 for this assignment (including preparation, discussion, training delivery and report review, et cetera). His or her presence in Montenegro is required in two occasions, one in February 2012 for the training workshop (5 days max) and one in March 2012 (3 days max) for coaching of Stakeholders Platform.

The following timelines should be respected:

Submission (to the NPO and PS) of the detailed workplan within 5 day after signing of the contract, not later than 03-02-2012;

Submission of the detailed agenda for the training workshop and list of suggested readings, not later than 15-02-2012, participation in an interim review (briefing) if needed – to be agreed upon at the start of the work;

Training delivery (most probably in the second part of February 2012);

Submission of a draft report (in line with the ‘report outline’) to the NPO and PS not later than 20-03-2012;

Upon comments of UNESCO staff, submission of a final report to the SNV Project Leader not later than 31-03-2012.

9. Accountability

The Consultant is accountable to UNESCO trough NPO and ultimately trough PS.

The consultant will report to the NPO and PS, and an exact schedule for the progression and delivery of outputs will be agreed between the consultant and UNESCO and will be indicated in the workplan.

10. Background Documents

The consultant must at least consider the following documents and website links, although she/he should not limit herself/himself to these urls:

http://www.unesco.org/venice

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http://www.unesco.org/new/en/natural-sciences/environment/ecological-sciences/man-and-biosphere-programme/

http://whc.unesco.org/en/

Further references and documents will be communicated by the NPO or the Programme Specialist to the Consultant at the beginning of her/his assignment.

11. How to apply

The response (offer) shall at least indicate or include the following:

Interest and availability to undertake this consultancy assignment;

Own specific requirements, when applicable, and questions and remarks at this point in time;

CV of the consultant proposed for this work – specifically indicating; relevant experiences, knowledge & skills, and past work & results.

CV of the assistant t proposed for this work – specifically indicating; relevant experiences, knowledge & skills, and past work & results, and detail ToR made in this case.

Applications shall be emailed to Ana Katnić, National Professional Officer, UNESCO Project Office in Podgorica a.katnic@unesco.org by 20 January 2012, with the following reference: Consultancy assignment for: Training on World Heritage Site branding and management, Governance of Local Sustainable Development .

12. Annexes

No annexes to this Terms of Reference (ToR).