New research by Equality in Tourism reveals women now hold 33% of tourism board positions – significant progress since 2013, yet still falling short of parity goals.
Women’s representation on tourism and hospitality boards has doubled over the past decade, climbing from 16% in 2013 to 33% today, according to our latest analysis. While this growth demonstrates meaningful momentum, the tourism sector – where women comprise 54% of the workforce – continues to overlook female talent at the leadership level.
Building upon our previous industry reports in 2013 and 2018, Sun, Sand and Ceilings 2025: Women in Tourism and Hospitality Boardrooms examines executive boards across four key sectors – tour operators, professional associations, hotels and hotel groups, and carriers, airlines and cruise companies. The findings reveal notable progress, particularly in the carriers, airlines and cruise sector, yet persistent gaps remain. Some organisations still operate with all-male boards, and systemic barriers continue to limit advancement opportunities for women.
The business case for change is compelling. McKinsey’s 2020 research demonstrates that gender-diverse executive teams are 25% more likely to achieve above-average profits, with organisations having over 30% women in leadership outperforming their peers by an impressive 48%.
An Action Plan to Improve Gender Equality in Boardrooms
Alongside revealing the current landscape, our report provides tourism organisations with a practical 10-step action plan to advance gender equality. These evidence-based strategies include regular gender audits, targeted mentoring programs, and comprehensive diversity training – approaches already proving successful across the industry.
The recommendations address both immediate actions and long-term structural changes needed to create lasting transformation. From adopting global frameworks to implementing transparent reporting, each step builds toward sustainable gender balance in tourism leadership.
“Tourism organisations should see our recommendations not as a challenge, but as an opportunity,” comments Equality in Tourism Co-Director Tricia Barnett. “Putting the 10-step plan into practice will only pay back in benefits – increased innovation, enhanced employee retention, and improved company reputation, to name a few.”
Download the full Sun, Sand and Ceilings 2025 report and 10-step action plan.
Let’s work together to transform gender diversity in tourism and hospitality leadership. Get in touch on info@equalityintourism.org to talk about consulting opportunities.
