Women continue to make strides in the tourism sector. And, have the potential to affect the bottom line for tourism companies positively.  

This was highlighted in the South African Tourism Women in Tourism survey – conducted among 364 women actively engaged in the tourism sector – showed that in South Africa, women are significant contributors to the tourism sector, making up 51% of the workforce, 45% of ownership, with the majority having served the industry for decades.

The results of the survey; released just ahead of Women’s Day today celebrated in South Africa today (August 9); further highlighted that 39% of women in tourism have over 20 years of experience, and 37% report higher earnings than in other industries.

Despite some challenges, 84% of those surveyed would recommend a career in the sector.

The survey further showed that women in the sector stand out for their extensive experience and knowledge base, with 39% of respondents having worked for over two decades in the industry, and approximately 70% possessing more than ten years of experience.

Notably, a substantial percentage held higher education qualifications, half possessing degrees or post-graduate qualifications. Conversely, less than 4% consisted of students or interns.

Advancing the sector

The power of women's roles in advancing the sector was reiterated at the ‘Women Deliver’ global Conference in Kigali, Rwanda last month, where Julia Simpson, WTTC President & CEO, said it had been proven that companies that have 50% women in their leadership make more money.

“This makes even more sense in travel and tourism where women make the buying decisions on where to go on holiday. It also makes good sense to employ women in senior roles; why would you exclude access to 50% of global talent?”

UNWTO research has previously shown the enormous potential of the tourism sector to empower women of all backgrounds. A recent study by the United Nations body highlighted that 54% of the global tourism workforce is female, the gender pay gap is lower in tourism, and the proportion of women in leadership roles is higher than in other sectors.

Challenges remain

Even though strides have been made in the sector, the survey uncovered the multifaceted challenges women still encounter in the tourism sector. These range from disturbing experiences of bullying, racism, and discrimination—whether grounded in gender, age, or both—to more systemic issues. Respondents grappled with subpar pay, extended working hours, and limited financial rewards, with the profession’s demands being exceptionally taxing for mothers.

The recent COVID-19 pandemic has further strained the sector, exacerbating work-life balance struggles. Of concern is that the survey also flags that women perceive their remuneration as not aligning with international benchmarks, find their upward mobility restricted, and lament a perceived shortfall in governmental backing for tourism-focused small enterprises.

The survey emphasises the importance of women holding authoritative positions across all ages and races. Their presence in decision-making roles is critical for instigating positive change. As articulated by one respondent, the challenge many face is “Not being taken seriously in the boardroom.” This hints at the necessity of robust policies ensuring women aren’t left isolated in leadership positions.

Key findings and recommendations

Based on the feedback and insights collected, the SA Tourism survey suggests a range of recommendations, from advocating for equal representation in senior roles to emphasising work-life balance.

Here are some key takeaways:

• Critically important is to promote awareness among young girls about the myriad opportunities in the tourism sector. Embed tourism in academic curricula, ensuring students understand its breadth and depth.
• The issue of financial support must be addressed. Make available financial tools and resources tailored for women in tourism. This should include grants, loans, and initiatives to nurture women’s entrepreneurship. The sentiment expressed by one of the respondents was clear: “Access to development funds is almost impossible for Small, Medium, and Micro Enterprises.”
• Respondents said that policies supporting work-life balance are pivotal in an industry known for demanding hours. This includes flexible hours, comprehensive maternity leave, and childcare provisions. One respondent mentioned, “To progress, men must adopt a work-life balance. Encouraging male employees to be involved in family time can significantly aid women’s advancement.”

EDITOR’S NOTE: Tourism Update is inspired by so many of the strong and successful women in the industry, some of whom have personally advanced and enriched our careers. We salute you and wish you strength and resilience on this ongoing journey.