The tourism industry has witnessed, in recent years, the significant positioning that the leadership roles of women who assume a commitment to the sector and to society at the same time are achieving. This phenomenon marks progress towards gender equality and contributes to the preservation of cultural and natural heritage.
Julia Simpson, CEO of World Travel & Tourism Council (WTTC), for example, leads initiatives to restore and conserve historic sites in key tourist destinations, ensuring the preservation of local culture and history, while Wangari Maathai, founder of the Green Belt Movement in Kenya, promotes ecotourism and reforestation, protecting natural areas and educating local communities about the importance of sustainability.
These are just examples that represent the large group of women leaders in the world who have set out to promote high-impact purposes in the tourism sector, such as the restoration and preservation of historical and cultural sites, carrying out ecotourism initiatives in order to protect areas natural resources, promote biodiversity and educate tourists about sustainable practices; In addition, many of them provide support to local communities by generating economic opportunities and promoting responsible tourism.
Although it is gratifying to know that there are currently women exercising leadership roles in the sector, the reality is that the struggle they pose has not to do with the position but with the responsibility they adopt through their purposes, which, specifically, are those of society.
Women leaders in the tourism sector
The percentage of women in senior management roles has increased over the past few decades. According to the Grant Thornton report, the number of women holding these positions globally grew from 19.4% to 33.5% in two decades.
This progress, while significant, remains slow, requiring companies to implement clear strategies to accelerate the pace toward gender parity.
It is estimated that the percentage of women in senior management will reach 24% only in 2025, while 9% of medium-sized companies in the world do not yet have women in leadership roles.
If we explore a little more, we notice that in other regions – for example, in Asia – the challenge is purely cultural, at least that is what Tripadvisor’s sales marketing manager, Sarah Matthews, explained (Clarín, 2018). Although there are cases such as Ctrip, a Chinese travel services company, which boasts of having women in 61% of senior positions.
Despite this global panorama, it is necessary to recognize the examples of women leaders that we mentioned above, which gives us a more encouraging flip side regarding everything that remains to be done to achieve gender equality and the distinction of the purposes they are carrying out. these new leadership roles.
The barriers and challenges faced by women in tourism
Despite progress, women in the tourism sector continue to face barriers, such as unequal pay or lack of opportunities and workplace harassment.
Salary inequality in the tourism sector
Despite performing similar roles, women are often paid less than their male colleagues. This phenomenon persists due to discriminatory practices and lack of transparency in salary policies. According to a study by the International Labor Organization (ILO), women in the tourism sector earn on average 20% less than men.
Lack of opportunities
Women face difficulties in accessing senior management roles. Cultural barriers and gender stereotypes play a significant role in limiting your opportunities for growth. A report carried out by Turijobs and the Ramon Llull University in 2023 found that 51% of women working in the tourism sector have experienced some type of employment discrimination, including what is considered a gender limitation to access senior management positions.
Workplace Harassment
Harassment and discrimination in the workplace continue to be prevalent problems in the tourism sector. Safeguarding policies and effective reporting mechanisms are essential to ensure a safe and respectful work environment for all employees.
Do you want to know more about this topic? We recommend that you read: Women in tourism: Challenge and opportunities
Initiatives and programs that promote the participation of women in the tourism sector
To address these challenges, various organizations and governments have implemented programs designed to empower women in tourism. These initiatives focus on training, mentoring and creating support networks.
Organizations such as WTTC and the World Tourism Organization (UNWTO) launched specific programs to train women in leadership and management skills. These programs not only increase their competencies, but also prepare them to take on more responsible roles.
Women’s support networks and associations play a more than valuable role in female empowerment. These networks provide a space to share experiences, offer mentoring and encourage collaboration between women in the sector.
Diversity and inclusion (DE&I) strategies are critical to increasing female participation in tourism. Companies that implement effective DE&I policies, such as assigning responsibilities to senior leaders and creating measurable objectives, have been shown to have a higher percentage of women in senior management roles.
Female empowerment in the tourism sector is not only a matter of gender equality, but also a strategy for sustainable development. The particular cases of women who have achieved leadership and the purposes they have carried out during it leave, without a doubt, a powerful, high-impact mark.
Support programs show that, with the right approach and policies, it is possible to overcome barriers and achieve equitable participation. By continuing to promote inclusivity and sustainability, women in tourism will continue to be agents of change, protecting and preserving our valuable heritage for future generations.
The Dual Tourism project aims to transform tourism for a sustainable, digital, and inclusive future. It is a collaborative international initiative supported by the European Union through the Erasmus+ programme, bringing together esteemed institutions from Italy, Greece, Argentina, and Colombia to tackle multifaceted challenges. Learn more about the Dual Tourism project here.