Women in Tourism A Force to be Reckoned With
Tourism is one of the most gender-inclusive sectors. Globally, some of the tourism industry’s biggest disruptions and socially impactful campaigns are being rolled out by wonderful teams of women, who ideate, create and then go on to effectively implement.
Women assume a wide range of roles within the industry, with many of them donning several hats – they are leaders, innovators, entrepreneurs, teachers, trainers, marketers, event managers, communication experts and guides. They lead efforts in ecotourism, rural tourism, and play a huge role in empowering their communities. Whether it is providing income opportunities to other women, mentoring and encouraging the next generation of female leaders, acting as role models to budding entrepreneurs, or just being socially responsible – there is no doubt that women in tourism are changing the industry for the better.
Where do they rank on the global scale?
According to the United Nations World Tourism Organization (UNWTO), majority of the tourism workforce worldwide is female, with 54 per cent people employed in tourism being women. This is significantly higher as compared to 39 per cent in the broader global economy. Even the wage gap is smaller in the tourism industry as women in tourism earn 14.7 per cent less than men, as compared to 16.8 per cent less in the broader global economy. This is also an industry that prides itself on offering women greater opportunities in leadership roles, with 23 per cent of tourism Ministers being female compared to 20.7 per cent of government Ministers overall.
I have been in the tourism industry for almost three decades now, and there is perhaps no other sector that has contributed to new job opportunities for women, as much as tourism. This may partially be attributed to the prevalence of jobs associated with femininity in particular, in the hospitality sector of the industry.
However, we still have a long way to go until the full potential of women in the tourism sector is realised. For starters, there is a distinct gender segregation of the labour market. Women are, more often than not, lower-level employees in tourism organisations headed and managed by their male counterparts, and are thus underrepresented in senior management positions. There is also the need to promote women-owned tourism businesses.
What can we do to make a difference?
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Effective implementation of gendersensitive legal and macroeconomic policies at local and national levels will increase women’s economic empowerment in the tourism sector
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Investing in focused skill training (including soft skills) for women, coupled with gender equality trainings across the sector will go a long way dissolving misplaced prejudices
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Recognising and empowering women to assume leadership positions will help create environments for them to perform under equally competitive conditions
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Providing access to appropriate technology amidst the digitalisation of tourism can offer exciting new opportunities for women-lead innovations
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Gender equality strategies for the tourism sector must be backed by institutional and budgetary support.
South Africa is a country that is seeing more and more representation of women in key positions, especially in the tourism sector. With regards to Parliamentary representation, post the 2019 elections women ministers comprise 50 per cent of the Cabinet, women deputy ministers make up 46 per cent of the total number of deputy ministers and women voters are consistently at 55 per cent.
Even the Department of Tourism is helmed by the Hon. Minister of Tourism, Ms. Mmamoloko Kubayi-Ngubane, while Ms. Hanneli Slabber overlooks Asia, Australasia and Middle East as the
Regional General Manager. It fills me with pride that our India office has over 80 per cent women, with most of them heading various departments!
Results like these are only possible if more and more women are celebrated and entrusted with leadership roles. In South Africa, the Department of Tourism is doing commendable work in aiding women who own businesses and
empowering those who aspire to own tourism businesses.
The Department of Tourism is also looking to actively assist women-owned businesses that have been affected by the coronavirus pandemic and ensure that women are part of the tourism value chain and supply chain. They plan to engage the private sector in advancing women empowerment while ensuring that Women in Tourism become part of other women’s formations for networking and support. Lastly, they seek to ensure that women in villages and townships are empowered to participate meaningfully in the tourism sector.
As South African Tourism, we would like to introduce a Women in Tourism India-South Africa chapter, to build, encourage and enhance tourism relations between South Africa and India.
We would also be delighted to introduce a Women in Tourism: Rural Girl Child tourism program, where we introduce young rural girls to the tourism space and help them lead rural tourism, take ownership, empower rural communities and be an essential part of the tourism ecosystem.
Tourism is arguably the most profitable sector for female entrepreneurs as it allows women to make a business out of skills they already possess. It is also an ideal sector for women to express themselves and their culture, and educate visitors regarding the intricate ecosystems in their localities. From running catering businesses to bed and breakfasts and hostels, to guided tours, women across the globe are beginning to realise the endless potential of the tourism sector.
As an increasing number of women are challenging gender stereotypes in the sector and assuming roles once dominated by men – such as tour guides, there is phenomenal potential waiting to be tapped and utilised. I am confident that the future holds great possibilities as policymakers become more aware of the need to put measures in place, that ensure women and the communities they belong to share in the benefits that tourism brings.
Neliswa Nkani is Hub Head – Middle East, India and South East Asia, South African Tourism