Women in Tourism: From Presence to Power

Women in tourism are no longer confined to the margins of the industry’s workforce; they are increasingly shaping its direction, influencing consumer behaviour, and redefining how travel experiences are conceptualised and delivered. Globally, women account for 54% of the tourism workforce, according to UN Tourism, a figure that significantly surpasses most other sectors. However, this strong representation does not translate into leadership. According to Kanta Singh of UN Women, visibility matters: when women occupy leadership and public-facing roles, it directly influences how safe and inclusive a destination is perceived to be, shaping both traveller confidence and societal attitudes. 

A 2023 study by WTTC found that while women hold 42% of mid-management roles and 33% of senior management positions, representation drops sharply at the top, just 28% at board level and a mere 7% in CEO or chair roles.  

Identifying the industry bias 

For Jyoti Mayal, Chairperson of THSC, “Women enter this huge value chain of tourism jobs in large numbers but often drop off mid-career because of long shifts, late hours, and family responsibilities without adequate support,” she said, adding that in many family-run travel businesses, men continue to occupy front-facing leadership roles while women remain confined to back-office functions. “The gap is not capability - it’s opportunity and trust.” 

Nalini Gupta,   MD at Lotus Destinations & ClickMyCruise, echoed this, “Women are already a big part of the tourism workforce, but somewhere along the way, fewer make it to leadership roles. It’s less about entry and more about what happens as careers progress,” she noted, pointing to structural gaps and underlying biases. 

For Ratna Chadha, Chairperson & Co-Founder, TIRUN, “This is not a pipeline issue. The gap clearly emerges at the leadership level.” She highlights limited access to funding for women-led enterprises, despite consistently demonstrating strong capital efficiency and return potential. This directly impacts their ability to scale. Within corporates, the drop-off is more structural. Progression slows between mid-management and leadership due to a combination of how roles are designed, how leadership potential is identified, and who gets visibility and sponsorship,” explained Chadha.  

Shobha Rudra, Partner & Founder of RARE India, sees a clear pattern of industry bias in leadership distribution. “Women of power are largely seen in sales, marketing, branding, and services, very few in strategy and finance,” she shared, adding that this imbalance is pushing more women towards entrepreneurship. Rudra described transformation as aspirational but achievable. She believes the shift must begin with mindset, driven by a younger generation redefining norms, where change will come from what women refuse to accept and what men are sensitised to over time. 

Rudra also explained, “In a country where politicians blame women, Bollywood commoditises them, and the police harass them, I feel women within tourism are still protected, with many companies having strict policies for their safety.” 

Vasudha Sondhi, MD, Outbound Marketing, expressed that representation in corner offices will remain limited as long as women are expected to shoulder multiple roles simultaneously. “It is nice to hear the word ‘balance’, but when you set out to achieve the top job, you have to give it your 100%,” she said. Calling the industry “male-dominated with a strong bias against women leaders”, Sondhi pointed out to stark gaps within hospitality leadership - from hotel development to CEO and area head roles. 

Sondhi called for structural interventions, said, “It should be government stipulated to have a minimum 30% women in top leadership roles in large organisations,” adding that this could gradually set the tone for achieving 50% representation in the medium term. She also highlighted the need for mandatory crèche and day-care facilities in organisations of a certain size. Women-men should be paid equally, she stressed. 

Arshdeep Anand, Vice President, ATOAI & Director at Holiday Moods Adventures Pvt Ltd, noted, “Women often have to repeatedly prove themselves, yet leadership remains largely male-dominated.” Anand emphasised the role of male allies in leadership, both within organisations and beyond. “Creating an environment where women taking charge is seen as natural, along with mentoring and clear growth pathways, is essential,” she explains. She further added, “For meaningful progress, women must also become more visible and vociferous in leadership and decision-making spaces. The real change will come when opportunity, acceptance and visibility move together.” 

Alpa Jani, Founder at Ace Connect, believes tourism is ahead of many sectors in creating pathways for women leaders. “I see many strong women shaping businesses, driving strategy, and representing tourism brands at the forefront,” she said, noting that while gaps remain at the highest levels, the momentum is undeniable, and reflects a more inclusive and evolving leadership landscape.

Komal Seth, Founder & Director, Linkin Reps, pointed out that while women are well represented across client servicing, partnerships and operations, fewer are actively mentored into leadership roles. “Tourism is a relationship-driven industry, and historically, decision-making networks have been male-dominated,” she said, adding that this has influenced access to opportunities.  

Alefiya Singh,  Founder & Director, IRIS Reps , shared, “Today, we are seeing more women step into leadership roles across tourism, which is very encouraging.” While she acknowledged that imbalance persists at the very top. “The industry is definitely moving in the right direction, with more women taking charge and driving decisions.”  

Pallavi Mehra, Sr. Group Director & Publisher – T3, noted this as a moment of transition. “We see a gradual drop-off as we move up the leadership ladder, often linked to structural realities such as career breaks and limited access to mentorship, and fewer opportunities to lead large P&Ls or strategic functions that typically shape leadership trajectories.” Mehra further added, “Leadership in tourism has traditionally been relationship-driven and network-led, and those networks have historically been male-dominated. This can influence who gets visibility, sponsorship, and ultimately, leadership roles.”

Destinations - safe & inclusive for women 

Mayal shared, “Safety is built through consistency, not claims.” Clean public spaces, reliable transport, better lighting, visible security, clear grievance systems, and trained frontline staff form the foundation of trust for destinations. According to Mayal, do’s and don’ts should be spelled out on official tourism platforms & destinations. Invisible barriers remain such as social attitudes, lack of gender‑sensitive training, and subtle biases in service delivery. Yet, beyond infrastructure, behavioural aspects play an equally critical role. “Women travellers notice behaviour as much as infrastructure, and respectful interaction plays a decisive role.” she added.

Gupta echoed the importance of perception. “ Safety is not just about infrastructure; it is also about perception.  When travellers see women in visible roles across a destination, it naturally builds trust and comfort,” she said, while also acknowledging persistent gaps in last-mile connectivity and night-time mobility.  Reliable transport, especially at night, ease of mobility, and overall on-ground safety continues to be concerns in some regions. Gupta noted, “Real change will come from consistent implementation, not just policies on paper.” 

For Chadha, safety is a non-negotiable driver of tourism decisions, pointed out destinations like Tokyo where safety is embedded into everyday systems. “This comes down to fundamentals: safe and reliable transport, well-lit infrastructure, trained staff, and clearly defined support systems,” explained Chadha. She also highlighted often-overlooked barriers such as inconsistent hygiene standards, lack of gender-sensitive training, and basic facilities.

Sondhi urged for fundamental mindset shift across both rural and urban contexts, beginning at home and in schools. She also stressed on the importance of greater representation across roles, from lifeguards and security personnel to guides, drivers, and the police force, drawing parallels with countries such as Vietnam and Thailand. Sondhi further highlighted an often-overlooked dimension: women’s health and physical resilience. Encouraging participation in outdoor sports, can help build stamina and strength, enabling women to consistently perform across roles and levels. 

Anand noted that increasing women’s presence as guides, drivers, hospitality leaders, and entrepreneurs, can significantly strengthen a destination’s positioning, naturally signaling a welcoming and safe environment, while also encouraging greater participation from local communities. She advocated for stronger narratives and focused campaigns, positioning women as the face of tourism, and emphasised that safety extends beyond physical infrastructure to include reliable transport, well-lit spaces, accessible sanitation, and responsive support systems. “Safety and inclusivity must be seen and experienced, not just promised,” she added.

Jani pointed out that in destinations such as South Africa, the visibility of women as guides, hosts, entrepreneurs, and storytellers subconsciously builds trust and comfort for travellers. “Safety is not just about policing, it is about participation,” she said, while also acknowledging persistent invisible barriers, including limited financial access and cultural conditioning that restricts mobility and risk-taking. The real change required, however, is a mindset shift, from inclusion as a checkbox to inclusion as a growth strategy, supported by policies that enable funding, mentorship, and leadership pathways. 

Seth believes destinations must move beyond safety as a standalone metric and focus on broader inclusivity. She noted that infrastructure, last-mile connectivity, trained stakeholders, and responsive support systems collectively play a role in building traveller confidence. “Representation also plays a key role. When women are visible as guides, entrepreneurs and tourism leaders, it naturally creates a sense of comfort and trust,” she said. However, Seth pointed out that invisible barriers persist, including limited funding access, mobility constraints, and lack of mentorship for women entrepreneurs. “When women are empowered across the ecosystem, destinations become more welcoming and sustainable,” she explained. 

Singh highlighted, “I’ve seen a clear shift lately, there are many all-women travel groups coming up, and that itself shows growing confidence.” She also pointed to the increasing presence of women in roles such as guides in international destinations, with similar trends now emerging in India. “When travellers see women actively working across roles, whether at the front office or in transport, it naturally builds a sense of comfort,” Singh shared. 

Mehra expressed, “Safety and inclusion have to be designed intentionally, not assumed. Destinations can strengthen this through visible safety, reliable infrastructure, and trust-building communication.” She highlighted Dubai’s infrastructure and enforcement, as well as Kerala’s women-friendly tourism initiatives, as models of how safety and inclusion can be embedded into the visitor experience. Mehra also highlighted concerns like availability of last-mile connectivity late at night or verified transport, that destinations like Singapore have addressed effectively through seamless, safe public transport systems. “The opportunity is clear: combine infrastructure with intent, and policy with perception, so safety is not just built, but consistently experienced and trusted,” Mehra shared. 

When women-led tourism businesses scale 

Mayal believes this would make tourism more inclusive and experience-driven, as women bring attention to detail, multitasking, community connection, and long-term thinking. These qualities, she noted, foster stronger local integration, sustainable practices, and more empathetic services, while also prioritising safety and inclusivity, attributes increasingly valued by global travellers. However, she is equally vocal about what is needed: access to finance, markets, and mentorship.  

Echoing this, Gupta highlighted that women-led businesses already demonstrate a more thoughtful, experience-led approach, with a sharper focus on detail, service, and evolving traveller expectations. Yet many such enterprises remain constrained. She underscored that access to: funding, the right networks, and mentorship, can make a significant difference, enabling high-potential businesses to take the next step towards scale.

Chadha noted that women entrepreneurs tend to build locally anchored businesses that invest in communities, generate employment across value chains, and deliver more authentic, experience-led tourism. Despite this, women continue to receive a disproportionately small share of capital, limiting their ability to scale at pace. The way forward, she stressed, is clear: improve access to capital, markets, and decision-making platforms. “Don’t just include women in tourism, enable them to lead at scale.” 

Anand noted women-led businesses often prioritise local sourcing, cultural authenticity, sustainability, and deeper community engagement, all of which align with the evolving demand for immersive travel. A key shift, she noted, lies in reframing “soft skills” as “power skills”. Anand also underlined the importance of access to finance, capacity-building, and leadership platforms, alongside policy support through easier credit and skill development. She further emphasised the role of women leaders themselves in mentoring and creating pathways for others.  

If women-led tourism businesses scaled, Jani believes these will drive a shift from transactional travel to immersive, purpose-led experiences.  “ Women naturally tend to build with empathy, community, and sustainability at the core, which is exactly what modern travellers are seeking,” explained Jani. 

Seth echoed that as women-led businesses grow, tourism will naturally become more experience-led, community-driven, and sustainable. “Women entrepreneurs often focus on authenticity, partnerships, and long-term value creation, which benefits both travellers and local communities,” she said. However, she stressed that unlocking these potential hinges on access to opportunity, whether through funding, leadership platforms, or representation in decision-making forums.

Singh believes that women-led businesses inherently bring a more intuitive and detail-oriented approach to tourism. “There’s a stronger focus on personalisation, on the smaller details, and on making journeys more meaningful rather than just transactional,” she expressed. However, this growth will depend on a broader mindset change, moving from viewing inclusion as an effort to recognising it as a natural driver of progress. 

Mehra pointed to examples in Rajasthan, where women-led homestays and craft collectives are creating immersive cultural experiences while directly benefiting local communities, and in Kerala, where women’s self-help groups have enhanced both service quality and traveller comfort. If scaled, she noted, tourism will evolve from being transactional to purpose-led and trust-driven, strengthening local economies and diversifying narratives. Alongside policy support, she called for a shift in perception: from viewing women-led businesses as small-scale to recognising them as high-potential growth drivers. 

Women shaping community-driven tourism 

Gupta observed that women are playing a pivotal role in community-driven tourism, running homestays, leading local experiences, and guiding travellers, while directly generating employment within their communities. What sets their contribution apart is authenticity, as they deliver real, local experiences while preserving culture and tradition in meaningful ways. 

Mayal expanded this to a global canvas, citing examples from Jordan and Oman, where women-led cooperatives revive crafts and community kitchens; Vietnam and Indonesia, where women manage eco-lodges and village tours; Cambodia, where women’s groups run craft markets and performances; and Nepal, where women-led trekking and homestay networks empower rural communities. Such participation, she explained, builds trust, strengthens economic independence, and ensures tourism remains locally grounded and experience led. She added, “When women lead at the community level, tourism becomes not just profitable, but meaningful and sustainable.” 

For Chadha, women-led initiatives, spanning homestays, craft collectives, culinary experiences, and cultural enterprises, are creating more local, immersive, and experience-led models. Importantly, the economic impact extends beyond tourism, as income generated tends to remain within communities, supporting allied sectors such as handicrafts, agriculture, and local services. She positioned this not merely as an inclusion narrative, but as a more efficient and future-ready growth model that aligns with evolving traveller preferences for authenticity and deeper cultural connection. 

Sondhi described community-driven tourism as a powerful vehicle for transformation, particularly through women-led homestays. “I have seen villages that have set up women-owned and managed homestays doing so well,” she said, noting that financial independence is translating into tangible life changes. What makes this shift significant, is that it enables progress without displacement. “All of it while being in their village, so they are not uprooted, the culture is maintained, and lives are improving,” she added. 

Anand positioned women as critical enablers of authenticity in emerging markets, acting as a bridge between global travellers and local communities. By transforming traditional crafts, culinary heritage, and storytelling into tourism experiences, women are driving what she described as a “micro-entrepreneurial revolution”. These initiatives, spanning homestays, guided village walks, and craft and food experiences, are not only generating grassroots livelihoods but also reducing migration and preserving cultural identity. 

Rudra highlighted that much of crafts, cuisine, and performing arts-led tourism is being powered by women, both as entrepreneurs and tour leaders. These initiatives not only generate livelihoods but also build awareness around community realities. She attributed this to a more empathetic approach, where women naturally gravitate towards creating value and meaningful impact. 

Seth observed that women are increasingly driving homestays, cultural experiences, and local guiding initiatives. “ Women play a strong role in preserving local traditions, cuisine and storytelling, which travellers increasingly seek ,” she said, adding that these are precisely the elements modern travellers are seeking. As participation grows, Seth believes it strengthens local economies while making tourism more inclusive, meaningful, and sustainable.

Singh noted that at the grassroots level, women are not only building livelihoods but uplifting entire communities. “Whether it’s running homestays or curating local experiences, they’re not just building something for themselves,” she said. What stands out most to her is the authenticity and warmth women bring to these experiences. “There’s a certain honesty in what they create, which today’s travellers are genuinely looking for.” For her, “It’s not just about tourism anymore, it’s about connection, and women are playing a very strong role in shaping that.” 

SHAKTI Awards empowering women in tourism 

In this context, platforms like the SHAKTI Awards by Informa Markets India play a critical role to spotlight the talent, resilience, and contributions of women in travel and tourism. 

Mehra shared, SHAKTI – Honouring the Women initiative reflects a clear intent to create a dedicated platform that brings to the forefront the talent, resilience, and contribution of women in travel and tourism. Positioned within Informa Markets India, the initiative is designed to spotlight women who continue to shape the industry through leadership, innovation, and perseverance. 

She underscored that in an industry traditionally dominated by men, it is imperative to recognise and celebrate those who have challenged stereotypes and emerged as powerful forces of change. These journeys, marked by determination and an unwavering passion, not only reflect personal success but also contribute to broader industry progress. Mehra expressed, “These women truly embody the spirit of Shakti: strength, power, and empowerment. 

Through the SHAKTI Awards, she highlighted that the recognition goes beyond acknowledging women professionals, it celebrates trailblazers who have paved the way for others, setting benchmarks for excellence and inspiration. The awards, she noted, stand as a testament to their dedication and their ability to translate vision into impactful realities. 

Importantly, she reiterated that the SHAKTI Felicitation Awards reinforce a fundamental belief: that gender should never be a barrier to excellence. By celebrating these achievements, the initiative aims to inspire future generations of women to step forward with confidence and play a defining role in shaping the future of travel and tourism.