There are almost 150 million women employed in tourism worldwide, a sector worth almost 6% of GDP in Italy. However, women are concentrated in low-paid roles (80% in cleaning) and under-represented at the top (18% in management). The pandemic crisis has hit women in tourism hard, with a 34% drop in women-owned businesses in 2020.
What are the new positive trends?
In recent years, there has been an increase in women-owned businesses, where women invest in new activities and take on leadership roles. This has given rise to women’s tourism: travel companies, accommodation and transport services dedicated to women represent a fast-growing market. There are more and more female travellers: independent women, with an average age of 45, who seek authentic experiences, safety and personal well-being.
Challenges and opportunities
Among the most important challenges is the promotion of gender equality in the tourism sector, both globally and in Italy, with concrete initiatives and support measures for female entrepreneurs. The World Tourism Organisation has issued guidelines for those working with women, while the European Parliament has written a report on tourism against inequality.
How to develop tourism for women?
Proposals include:
- Intercepting the needs of this specific clientele with tailor-made proposals.
- Encourage travel companies, accommodation and transport services dedicated to women.
- Develop authentic and, above all, safe experiences.
Networking, certifying, training: a better future for female tourism
Educating new generations on gender equality and inclusion in tourism is crucial to building a more sustainable and resilient future. Institutions, trade associations, schools, and offices can work together to promote a culture of equality through courses, conferences, and targeted initiatives. Women entrepreneurs in tourism are facing a difficult recovery, aggravated by rising costs and various difficulties. Therefore, local networks, a focus on young people and women, and the adoption of sustainable business models can be new ways to overcome challenges.
Gender equality certificates can recognise virtuous enterprises that strive for equality and inclusion, while specific training for women can provide them with entrepreneurial, digital and language skills to compete in the market.
Women, with their skills, tenacity and innovative vision, can drive change towards more sustainable, inclusive and resilient tourism. Their future in the industry is full of opportunities, and their commitment is key to building a better future for all.
Other important aspects to consider include:
Women can be key players in the transition towards more responsible and environmentally friendly tourism. New technologies, such as artificial intelligence and blockchain, can provide them with new tools to innovate and compete in the tourism market.
Creating a more women-friendly tourism ecosystem requires the involvement of all actors in the sector, with public-private partnerships. cheap lorazepam
Conclusion
Tourism represents an important opportunity for women worldwide. Promoting gender equality and inclusion is not only a matter of social justice but also a key factor for the economic growth and sustainability of tourism. With their commitment and dedication, they can build a better future for tourism.