Tourism is one of the largest industries in the global economy, estimated to support 357 million jobs worldwide – around one in ten jobs. And women make up the majority of this vast workforce at 54%, according to the United Nations World Tourism Organisation (UNWTO).
Yet gender inequality persists throughout the tourism industry, and its impact is felt at all levels, from boardrooms down to local communities.
Women are underrepresented in senior leadership roles, while overrepresented in less secure and lower-paid positions. They often face harassment and safety concerns, and are more likely to be affected by the cultural erosion that is a consequence of tourism and by displacement and loss of basic infrastructure such as water.
Despite the challenges, tourism can also be a powerful vehicle for empowerment – when done equitably. Here, we present data that speaks to industry’s need for gender equality, as well as how businesses can create fairer, more just conditions and opportunities for women.
The Facts: Gender Inequality in Tourism
Research and stories from the tourism field consistently paint a picture of an industry rife with gender inequality.
Starting at the top of tourism and hospitality companies, our latest Sun, Sand and Ceilings report found that women remain significantly underrepresented at board level. Across four key sectors, they hold just 33% of board positions – a steady increase from 23% in 2018, but still falling short of the parity the industry should be striving for.
This lack of parity is consistent at other levels of management. At the time of the United Nations World Tourism Organisation’s 2019 Global Report on Women in Tourism, women held less than 40% of managerial positions, with representation dropping to 20% in general management roles and 25.5% of executive committee positions. They also found that just 23% of tourism ministers were women.
While women are often excluded from leadership, they’re overrepresented in those that mirror traditional caregiving responsibilities or that have tokenistic qualities, such as housekeeping and front desk roles. Known as occupational segregation, this contributes to a significant pay gap, with women earning 14.7% less than their male counterparts across the industry.
Women also shoulder the majority of domestic responsibilities, which hinders their participation in the industry. The UNWTO’s Regional Report on Women in Tourism in Asia and the Pacific reports that women in the region spend between three to five hours more than men each day on caregiving responsibilities.
Social stigma is another factor that holds women back from entering the industry or into certain roles in many regions. Sri Lanka is a prime example, with just 10% of the workforce estimated to be women.
Why Does Gender Equality Matter in Tourism?
The Business Case
The significance of gender equality in business cannot be overstated. Our Sun, Sand and Ceilings report 2025 details how companies promoting gender diversity tend to outperform their competitors and achieve above-average profits.
That’s true across industries, but bringing in women’s perspectives is especially critical in the context of tourism. Since women make 82% of travel purchasing decisions, companies with women in leadership and decision-making roles are better placed to design products and services that appeal to their customer base.
As our report concludes, “companies that embrace [gender-balanced leadership] aren’t just doing the right thing – they’re positioning themselves to thrive in an increasingly competitive marketplace.”
The Sustainability Case
Sustainable tourism hinges on the responsible management of resources and the long-term wellbeing of communities. Empowering women within the sector aligns with these guiding principles.
Women’s involvement in decision-making processes at all levels ensures that diverse perspectives are considered, leading to more holistic and resilient strategies. Additionally, women’s participation brings a deeper connection to local cultures and environments, enabling a more sensitive and sustainable approach to tourism planning and practices.
When women have equal access to tourism employment and entrepreneurship, income is also more likely to be invested in education, healthcare and community development. So, beyond social justice, gender-inclusive tourism is also about creating greater all-round resilient destinations and communities.
The Moral Case
Gender equality is a fundamental human right: this principle underpins every call for a more equitable industry. People of all genders deserve equal opportunities, respect and fair treatment and by addressing gender disparities, we uphold the dignity and worth of every person within the tourism industry.
“It is not possible to realise the full human potential and achieve sustainable development if half of humanity is still denied the full enjoyment of their human rights and their opportunities.” Agenda 2030 for Sustainable Development
Tourism employers and decisionmakers have a moral duty to create safe and fair working conditions that enable women to reach their full potential. When we carve out these equitable spaces, we’re creating positive impact beyond our industry too, making ourselves part of the global movement towards equity and fairness more broadly in society. It’s a way to advocate for a world where all individuals can contribute to and benefit from social and economic progress.
How to Achieve Gender Equality in Tourism
To achieve gender equality in tourism, we need to consider how decisions and processes at every stage will impact women, from staff training to destination planning.
A gender audit is the best starting point for an organisation looking to improve gender equality, to identify the most pressing issues in their workplace and tailored strategies for change.
That said, there are numerous best practices any tourism organisation can adopt to reduce inequality and create a more inclusive workplace. Here are four to consider, plus industry examples where they’ve been successfully applied.
For a 10-step action plan for achieving gender equality specifically at the leadership level, download Sun, Sand and Ceilings 2025.
Top Gender Equality Practices for Every Tourism Organisation
Create a Gender Equality Policy
Set a company-wide commitment with a gender equality policy that applies throughout your organisation. This policy will be an integral part of an overall diversity policy, developed with a dedicated budget and ideally specialised staff, or where necessary, external support. (Smaller organisations might consider designating an existing manager or HR representative as an internal gender equality champion.)
A few common elements a gender equality policy can include are a commitment to fair recruitment and anti-harassment measures, targets for representation in leadership, and a plan monitoring and accountability.
Best Practice Example: Community Homestay Network
A way to show true accountability to your gender policy is to make it public. Nepal-based social enterprise Community Homestay Network (CHN) has listed their policy on their website, which clearly sets out objectives, principles and practices for all to see.
Our judges commended the accessible and thorough policy when reviewing CHN’s application for the Gender Equality Champion of the Year Award 2025, which they won within the Accommodation category. If you’re interested in applying in 2026, take note – judges always look for a public policy.
Gender Awareness Training for Staff and Managers
As important as putting your gender equality policies on paper is making sure all your staff understand them. This can be achieved through regular training, offering guidance and giving people the chance to ask questions. Any gender awareness training should also recognise how unconscious bias is compounded by the intersection of race, ethnicity, disability, religion and sexual orientation.
Best Practice Example: Travel Excellence
What else could your gender training cover? For inspiration, look to Costa Rican tour operator Travel Excellence – our first ever Gender Equality Champion in 2023.
They cover a wide range of topics that encourage staff to consider the big picture of gender inequality, as well as workplace dynamics. These include work-life balance, co-responsibility at home, and how to be a key player in building a gender-equal society. You can learn more about their comprehensive approach in the video below.
Tackling Workplace Harassment
Workplace harassment is, sadly, a common occurrence for many women in tourism and hospitality. Here in the UK, a 2021 Unite survey found that 47% of workers in hospitality had experienced sexual harassment.
To tackle this issue, companies must create a culture of zero tolerance. That requires mechanisms for staff to identify and report harassment without prejudice, and for reports to be dealt with sensitively and effectively.
Processes need to comply with national legislation. For UK companies, that now includes the new Employment Rights Bill, which states that employers must take ‘all reasonable steps’ to prevent sexual harassment in the workplace.
Best Practice Example: International Union of Food, Farm, Hotels & More Global Union
In 2019, the IUF signed the first ever agreements focusing on tackling and bringing an end to widespread sexual harassment, which is particularly prevalent in the hotel sector. Major industry names such as Meliá Hotels International, Essendi (previously AccorInvest Group) and RIU Hotels have signed comprehensive agreements based on a zero tolerance policy with maximum disciplinary sanctions against perpetrators.
In the case of Essendi, the agreement applies not only to company employees but also suppliers, while RIU Hotels’ agreement extends to customers as well as co-workers. All of the hotels agreed to regularly review procedures and evaluate the progress of their actions.
Promote Better Work-Life Balance
Making a commitment to enable all staff to balance work and home life can make a significant positive impact on reducing gender inequality, while also helping address imbalances beyond the office. This starts with introducing robust policies around flexible working arrangements, adequate maternity/paternity/carer leave, childcare support, and decent pay and conditions for staff working unsociable hours.
Best Practice Example: NH Hotel Group, Part of Minor Hotels
Multinational hotel chain NH Hotel Group, part of Minor Hotels, has an Equality Plan with a strong focus on promoting better work-life balance for its employees. Policies include paid leave for women undergoing fertility treatment; policies favouring promotion for women returnees; annual leave entitlement policies aimed at supporting employees with children overseas, and various other family-friendly policies.
They also created a Monitoring and Evaluation Committee to ensure compliance and impact. During the 2024 edition of our Gender Equality Champion of the Year Award, our judges recognised the Spanish company’s efforts, highly commending them in the Accommodation category.
Gender Equality Consulting for Tourism Organisations
If you’re ready to create a workplace culture employees love, shore up your commitment to equality, and become a more profitable business – we’re here to help.
With decades of expertise in gender and tourism, we can deliver training that inspires your team, perform gender audits that identify opportunities to improve, and work with you on strategies for change.
Get in touch to discuss ways to work together and build momentum towards a more gender-equal workplace.
