Meet the Team

We are a group of passionate and driven women who are dedicated to promoting gender equality and empowering women across the globe. Each of us brings unique skills, expertise, and experiences to the table, all of which are essential in helping us achieve our mission.

Dr. Tricia Barnett


Tricia Barnett initiated and co-created Equality in Tourism with Stroma Cole in 2013, the first organisation working to ensure women’s equality within the tourism industry and to facilitate women’s opportunities within it. She is involved in the organisation’s development, project management and external consultancy. 

As director of Tourism Concern from 1991 to 2011, Tricia helped build the organisation into a key player for advocacy and change in sustainable tourism both in the UK and globally. At Tourism Concern, she worked with a wide range of stakeholders, forming the pioneering Ethical Tour Operators’ Group, working as an advisor to the UK’s leading operators and with the UK government to include sustainable tourism development in their policies and programmes. Tricia has been a key player in international dialogue to establish global codes of practice for sustainable tourism as well as working with grass-roots groups. She has researched and written on community-based tourism, fair trade tourism, water and tourism, labour conditions in hotels, tourism as trade and human rights. 

Tricia’s contribution to the industry has been recognised by a number of awards and accolades over the years, among them a Lifetime Achievement Award in 2011 from the British Guild of Travel Writers and being named a runner-up in the Observer Awards as the Green Campaigner of the Year and one of the 50 Most Influential Women in the UK Industry by the Travel Trade Gazette. In 2013, she received an honorary doctorate for her work from The University of Brighton.

Stroma Cole, Equality in Tourism Co-Director and Gender Equality Champion judge

Dr. Stroma Cole


Dr. Stroma Cole is a senior lecturer in tourism at the University of Westminster, London. Stroma combines her academic career with action research and consultancy.  She has done extensive research exploring tourism and water inequality in Labuan Bajo Indonesia; Tamarindo, Costa Rica; Kerala, India; and Bali, Indonesia. She is holder of a British Academy Knowledge Frontiers Award exploring the links between water insecurity and Gender Based Violence in Indonesia and Peru. She has undertaken gender and empowerment work for UNCTAD, a qualitative evaluation of post Tsunami work in Sumatra for the UNDP, and community-based tourism research and training for the FCO in Mexico and for the EU in Rwanda. She was the Chair of Tourism Concern (2007-2011), a charity promoting ethical tourism. She is now a director of Equality in Tourism International.

Kavita Ashton, Equality in Tourism Marketing & Comms Officer

Kavita Ashton

Digital Marketing and Communications Officer

Kavita is a freelance writer and content marketer, working with Equality in Tourism as Digital Marketing & Communications Officer. She helps the organisation increase its impact through our digital presence, planning and coordinating content for the website, newsletter and social media channels. 

As a freelancer, Kavita loves supporting brands and organisations that have a social or environmental mission at heart. This combined with experience within the marketing team at a regional DMO drew her to this role and the chance to create positive impact in the industry. 

She loves to travel and is enjoying deepening her understanding of equitable, responsible tourism through her work with Equality in Tourism.