Tourism Promotion and Strategy Consultant

Terms of Reference: Tourism Promotion and Strategy Consultant to Expand Access to Markets for Strongim Bisnis Partners

This is an assignment for Strongim Bisnis, an initiative of the Australian Government in Solomon Islands.

Dates & duration: September - January

Location: Honiara, Guadalcanal (Solomon Islands)

Reports to: Dina Karic– Partnerships Director

Intervention / area of focus: Tourism

Background to the Strongim Bisnis program

Solomon Islands Australia Partnership’s Strongim Bisnis program is an economic development initiative to increase economic opportunities and participation for people and businesses in Solomon Islands.

Recognising that Solomon Islands has a small consumer market and economy, dispersed population, and high cost of doing business, Strongim Bisnis identifies and analyses specific sectors that have a high growth potential and can create new employment and income generation opportunities.

We facilitate strategic partners (including businesses, government, civil society, and associations) in those sectors to address the root constraints to growth and inclusion (Women, Youth and People living with disabilities) through innovative solutions.

Background to the Assignment

Strongim Bisnis is partnering with tourism accommodation providers and tour operators to support the growth of the Solomon Islands tourism sector. The program is working with partners in key geographic hubs — including Munda, Gizo, Auki, and Marovo Province — to strengthen the capacity of local tourism businesses and improve their accommodation offerings. At the same time, Strongim Bisnis supports local tour operators in enhancing their diving and surfing experiences and facilitates connections between market actors to co-create new tour products.

Despite this progress, Strongim Bisnis partners continue to face limited access to new markets. This is due to high promotional costs, limited understanding of target audiences, and a lack of effective marketing strategies. To address these challenges, Strongim Bisnis plans to support its partners in improving market access by developing targeted promotional action plans.

These action plans will identify the most effective promotional channels, strategies to reach target customers, and methods to build partnerships with tour operators, diving clubs, and individual travellers.

Objective of the Assignment

To develop a practical and cost-effective action plan to improve market access and promotion for Strongim Bisnis tourism partners.

Scope of Work

The Consultant will develop a tailored action plan and provide strategic advice on promotional approaches based on identified target audiences and current tourism promotion trends. The scope of work includes:

1. Promotion Strategies and Action Plan

• The Consultant will design a set of targeted promotion strategies for Strongim Bisnis tourism partners, including:

• Approaches to reach individual travellers, regional tour operators, specialised tour operators focused on diving and surfing, and small cruise operators.

• Strategies may include participation in relevant trade fairs, inbound familiarisation (FAM) trips, collaboration with niche travel influencers, and other promotional methods.

• Engage with Frigate Island Resort, a newly opened five-star resort in the Solomon Islands, to understand their current promotional strategy; and identify potential areas for collaboration between Frigate Island resort and the program.
  

2. Geographic Hub Promotion Plans

For each geographic hub, the Consultant will:

• Develop an action plan to boost the visibility of the destination.

• Provide recommendations on how local businesses can collaborate to promote their area in a cost-effective and sustainable way jointly.

While carrying out the assignment, the Consultant will:

• Visit all Strongim Bisnis tourism partners to assess their current promotional activities.

• Visit Solomon Airlines and Tourism Solomons to identify areas of collaboration

• Assess partner capabilities, resources, and readiness to implement new strategies.

• Conduct a validation workshop with Strongim Bisnis partners to present and gather feedback on the draft action plan.

• Incorporate partner feedback into the final action plan.

• If FAM trips are recommended and approved, the Consultant will be responsible for identifying and contacting relevant tour operators to gauge interest.

Deliverables and schedule

The assignment will be completed in September to December 2025. Completion of the assignment is conditional upon approval of the deliverables by Strongim Bisnis.

The final action plan will include:

• Recommended strategies for each promotional target group and destination hub.

• Estimated investment required for each action item.

• Step-by-step guidance for implementation.

• Identification of relevant trade fairs, and international tour operators

Expected Deliverables

• Initial plan outlining how the assignment will be implemented; what will be assessed (5 days)

• Draft action plan for the Gizo, Munda, Auki and Marovo hubs (not longer than 5 pages each).

• Draft action plan for niche tourism promotion (not longer than 10 pages)

• Recommendations how to collaborate with Frigate Island resort

• Final action plan, once comments are taken into consideration

Expected Number of Days

The assignment will be delivered in stages. The first stage will include Developing an initial plan outlining how the assignment will be implemented AND developing one draft action plan for a hub AND one draft action for diving niche tourism promotion. The expected number of days for this is expected to be: 20 days.

If Strongim Bisnis is satisfied with the quality of the action plans, the Consultant will be engaged to complete action plans for the remaining 3 hubs and 1 niche product, and potential areas of collaboration with Frigate Island Resort: the additional days for this part of the assignment will be up to 35 days.

Skills and experience required

1. Relevant Experience in Tourism Marketing and Promotion

• Proven track record in developing marketing and promotion strategies for the tourism sector.

• Demonstrated experience in promoting emerging or remote tourism destinations, preferably in the Pacific or similar contexts.

• Experience working with small- to medium-sized tourism enterprises (SMEs), particularly in accommodation, adventure tourism, diving, or surfing markets.

2. Knowledge of Target Markets

• Strong understanding of regional and international tourism markets relevant to the Solomon Islands (e.g., Australia, New Zealand, Asia-Pacific).

• Knowledge of niche tourism segments such as diving, surfing, eco-tourism, and small cruise tourism.

3. Practical Knowledge of Tourism Promotion Channels

• Experience in identifying and leveraging effective tourism promotion channels, including trade fairs, familiarisation (FAM) trips, influencer marketing, and digital campaigns.

• Familiarity with cost-effective strategies suitable for small-scale operators with limited budgets.

4. Stakeholder Engagement and Facilitation Skills

• Ability to engage with a diverse range of stakeholders, including local businesses, tour operators, government agencies, and regional tourism boards.

• Strong facilitation and communication skills to lead consultations and deliver practical training or workshops.

5. Qualifications

• A degree in tourism, marketing, business development, or a related field (advanced degree preferred).

This position is open to Solomon Islands nationals or third-country residents with a valid work permit to work in the Solomon Islands. Proof of eligibility will be required.

How to apply

Applications should be submitted before 19 September 2025.

Any questions should be sent to dina.karic@strongimbisnis.com.sb Please use the following title: Enquiry Tourism Promotion and Strategy - Strongim Bisnis

Applications should include a one-page cover letter addressing the required qualifications and experience, a cost proposal, a CV of no more than four pages and the contact details of three professional referees.