Female leaders in tourism encounter numerous challenges, such as gender biases, stereotypes and assumptions about their leadership skills. This International Women's Day (8 March) serves as a crucial moment to emphasise the urgent need for faster action and progress towards achieving gender equality.
Female leaders in tourism face a complex web of challenges, including persistent gender biases and stereotypes, often leading to assumptions about their leadership capabilities. This manifests in subtle and overt ways, including facing scepticism about their strategic vision. Combined with these misperceptions, fewer opportunities for senior mentorship and networking provide additional barriers to women entering senior management positions.
While female empowerment is often championed, it's important to avoid it taking the form of tokenism. The announcement of all-female crews continues to attract media attention, while gender neutral categories at global award ceremonies in the film and music industries regularly spark uproar at the lack of diversity of nominees. We are still a long way short of achieving gender equality by 2030, as outlined in the UN's Sustainable Development Goals. At the current rate of progress, the World Economic Forum predicts it will take until 2158 to reach full gender parity. In the UK, female workers in tourism currently face an 11.2% gender pay gap, rising significantly to 38.5% for those in leadership positions — an increase from 14.2% in 2022. In less developed economies, these gaps can be even wider.
This International Women's Day (8 March) is a vital opportunity to highlight the need to accelerate action and make rapid progress in achieving gender equality. The industry stands to gain significantly from increased female leadership, with diverse leaders fostering innovation and improving the overall resilience of the sector. Alongside the inclusion of female leaders in tourism, DMOs also have a unique opportunity to share the stories of inspirational women from their destinations and highlight the strong role of women in driving progress and shaping societal changes.
Destinations Driving Change
Vienna Tourist Board's new 14 Great Women, 14 Great Places city guide on the ivie app represents the opportunity for dedicating thematic campaigns to the often untold stories of women who defied conventions. Recognising that history has long been told through a male-dominated perspective, the DMO's strong focus on storytelling shines through in retelling history to celebrate Viennese women who broke traditional gender roles. Turning adversity into an experience, this walking tour gives prominence to these remarkable women.
VisitBerlin plays a vital role in highlighting events celebrating women and their role in scientific discoveries by actively promoting them on its official blog. By including such events in their curated list of recommendations for International Women's Day, VisitBerlin ensures that visitors and locals alike are aware of opportunities to learn about and celebrate the achievements of women in various fields. This active promotion demonstrates VisitBerlin's commitment to recognising and raising awareness of women's contributions and the ongoing efforts towards gender equality.
St Brigid's Day is becoming a more prominent celebration in Ireland, increasingly rivalling St Patrick's Day in terms of its significance. Brigid is recognised as the matron saint of Ireland, a pagan goddess of poetry and healing. Having been established as a national holiday in 2023 and building upon the minute-long campaign launched in 2024 to mark 1,500 years since her death, Tourism Ireland actively raises awareness of the lasting legacy of this inspirational woman.
Visit Sweden maintains a fixed position on its homepage to spotlight 10 inspirational women and their connections to destinations across the entire country. From authors to designers and opera singers to royalty, these strong, creative and smart women have significantly impacted Swedish culture and shaped their respective fields. Despite launching in 2022, the enduring presence of such an initiative shows how attention to the role of women in society cannot only be celebrated for one day every year, but should be celebrated year-round as an integral part of a country's history.
The Melbourne Convention Bureau (MCB) is playing a vital role in accelerating action in gender equality by spearheading the successful bid to host Women Deliver 2026. By bringing together over 6,500 delegates from across 170 countries, the MCB is facilitating a significant civic space dedicated to advancing gender equality and the health and rights of women and girls. Hosting such a significant event dedicated to female empowerment creates a critical platform for dialogue, knowledge sharing and networking, empowering participants to drive transformative change.
To celebrate Women's History Month throughout March, many American destinations and museums recognise the crucial roles and vital contributions made by women. As part of this national initiative, Brand USA has made a concerted effort to collate the best landmarks and memorials across the USA to learn about and honour the fearless individuals who have fought, and continue to fight for, equality. Inspiring future generations, such campaigns acknowledge the achievements and strength of women of all backgrounds.
Celebrating Female Leaders in Tourism
The #AccelerateAction campaign advocates for gender equality in tourism by breaking down systemic barriers and championing effective strategies that advance women in the industry. Through collective action, tourism professionals can challenge stereotypes and promote gender diversity, creating a more equitable future for all. Giving deserved recognition for empowering women in the tourism industry, we invited our members to share the stories of inspiring individuals who are driving transformative change and creating a better world for local communities.
Tinolla Rodgers, Owner and Managing Director of The Sijwa Project, African Monarch Lodges
Tinolla, a qualified hotelier, creates numerous opportunities for women within the Mayuni Conservancy in the remote Eastern Zambezi Region of Namibia. In a community where women have limited opportunities, Tinolla provides a space for women to gain sewing and recycling skills at The Sijwa Project, with professional training from Namibian and South African fashion designers. The subsequent creation of exquisite saleable craft and jewellery pieces has resulted in new sources of income for these women through selling these artisanal products to African Monarch Lodges and its guests. Going forward, Tinolla also plans to mentor women in other skills, such as hotel management, computer skills and business management. By empowering women through conservation initiatives, The Sijwa Project is the heart of African Monarch Lodges and balances conservation, community, culture and commerce. Tinolla's leadership has developed confident individuals who are beacons of hope in their community.
Kathrin Chambers, Digital Marketing Manager, Fáilte Ireland
Kathrin has been pivotal in shaping Fáilte Ireland's B2C digital transformation. With a focus on innovation and continuous improvement, she has revamped how the DMO and its agency partners operate, particularly through its omnichannel approach. Her leadership has led to a significant increase in website visits and referrals to industry partners. By 2024, KPIs for website visits were at +120%, with +113% referrals, which equated to just over 1 million warm leads to industry partners. Strategically aligning Fáilte Ireland's communications with sustainable tourism through initiatives like the 'Keep Discovering Car-Free, Carefree' campaign, Kathrin has significantly enhanced Fáilte Ireland's digital footprint by developing a vast asset library of video and photography content. Through these actions, Fáilte Ireland has seen a 236.29% increase in engagements across all social channels over the past four years. Kathrin's vision has also earned her team 22 awards across all digital disciplines in 2024. Her unwavering dedication to excellence continues to propel Fáilte Ireland to new heights, making her an indispensable leader.
Susan Dong, Executive Director - Brand Strategy, Destination Canada
Susan is accelerating action in gender equality through her open sharing of the challenges she faces as a senior leader returning from maternity leave. By discussing her experiences of improving her work-life balance with other returning mothers, she provides support and fosters a sense of community. As a senior leader, Susan's transparency is described as being "really important" for Destination Canada, as it deepens the empathy of managers and increases feelings of being seen and included amongst staff members. Guiding the professional development and advancement of women, Susan actively works on mentoring women both within her own team and across the wider organisation. The positive impact of Susan's leadership is also evident in the increasing staff engagement scores within her team.
Pauline Boelzlbauer, Social Sustainability & DEI, Vienna Tourist Board
Pauline is responsible for social sustainability and DEI (diversity, equity and inclusion)at the Vienna Tourist Board. With over 10 years of experience in marketing, project coordination and international market management, Pauline promotes Vienna as an inclusive and cosmopolitan destination. She actively addresses systemic barriers and social norms within the tourism industry by working on industry-specific measures and internal policies to foster inclusive workplace cultures and supports initiatives such as the annual "Women's Week", where the Vienna Tourist Board showcases female leaders, entrepreneurs and innovators in tourism. Pauline's passion for social sustainability and DEI makes her a driver of change and an invaluable asset that continues to raise awareness and advocate for equal opportunities for women and underrepresented groups.
Parastoo Moghaddam, Tourism Researcher, University of Girona
Parastoo is a PhD candidate specialising in women in tourism management and human resources. Her research focuses on women in tourism leadership, exploring how social movements and industry dynamics shape their experiences. She aims to highlight the voices of women in tourism, especially in developing contexts and cultures, to contribute to more inclusive workplaces. As a lecturer, Parastoo challenges future tourism professionals to recognise and confront gender biases. She emphasises creating supportive environments where women can excel in leadership roles and advocates for changing harmful social norms. Through her academic work, Parastoo encourages awareness of gender equality issues and inspires future professionals to support women's advancement in the tourism industry.
Caroline Dunlea, CEO & Co-Founder, Core Optimisation
Alongside her senior leadership role at Core Optimisation, Caroline co-founded KELLA Leadership, an organisation designed to cultivate meaningful connections among influential female leaders. Using advanced AI matching technology to connect female leaders, KELLA Leadership transforms isolation into impactful peer relationships. Through this initiative, Caroline has created a safe space to connect influential women and support skills development and learning from like-minded individuals who are fully aware of the specific challenges faced, enabling these leaders to grow and thrive as individuals. Fostering long-lasting connections and empowering mutual support at the highest career levels, Caroline's passion for supporting female leaders shows how meaningful change can be facilitated through leadership, wellness and purpose-driven connections.
These six women, among many others, showcase how diverse paths and individual journeys converge on a shared commitment to social progress. Demonstrating the power of female leadership to drive change and inspire new approaches, each unique contribution proves that vision, determination and a passion for tourism can lead to remarkable achievements. They serve as a powerful reminder that the future of travel is being shaped by dynamic and influential women, whose contributions are paving the way for a more inclusive industry.
Female leaders in tourism face a complex web of challenges, including persistent gender biases and stereotypes, often leading to assumptions about their leadership capabilities. This manifests in subtle and overt ways, including facing scepticism about their strategic vision. Combined with these misperceptions, fewer opportunities for senior mentorship and networking provide additional barriers to women entering senior management positions.
While female empowerment is often championed, it's important to avoid it taking the form of tokenism. The announcement of all-female crews continues to attract media attention, while gender neutral categories at global award ceremonies in the film and music industries regularly spark uproar at the lack of diversity of nominees. We are still a long way short of achieving gender equality by 2030, as outlined in the UN's Sustainable Development Goals. At the current rate of progress, the World Economic Forum predicts it will take until 2158 to reach full gender parity. In the UK, female workers in tourism currently face an 11.2% gender pay gap, rising significantly to 38.5% for those in leadership positions — an increase from 14.2% in 2022. In less developed economies, these gaps can be even wider.
This International Women's Day (8 March) is a vital opportunity to highlight the need to accelerate action and make rapid progress in achieving gender equality. The industry stands to gain significantly from increased female leadership, with diverse leaders fostering innovation and improving the overall resilience of the sector. Alongside the inclusion of female leaders in tourism, DMOs also have a unique opportunity to share the stories of inspirational women from their destinations and highlight the strong role of women in driving progress and shaping societal changes.
Destinations Driving Change
Vienna Tourist Board's new 14 Great Women, 14 Great Places city guide on the ivie app represents the opportunity for dedicating thematic campaigns to the often untold stories of women who defied conventions. Recognising that history has long been told through a male-dominated perspective, the DMO's strong focus on storytelling shines through in retelling history to celebrate Viennese women who broke traditional gender roles. Turning adversity into an experience, this walking tour gives prominence to these remarkable women.
VisitBerlin plays a vital role in highlighting events celebrating women and their role in scientific discoveries by actively promoting them on its official blog. By including such events in their curated list of recommendations for International Women's Day, VisitBerlin ensures that visitors and locals alike are aware of opportunities to learn about and celebrate the achievements of women in various fields. This active promotion demonstrates VisitBerlin's commitment to recognising and raising awareness of women's contributions and the ongoing efforts towards gender equality.
St Brigid's Day is becoming a more prominent celebration in Ireland, increasingly rivalling St Patrick's Day in terms of its significance. Brigid is recognised as the matron saint of Ireland, a pagan goddess of poetry and healing. Having been established as a national holiday in 2023 and building upon the minute-long campaign launched in 2024 to mark 1,500 years since her death, Tourism Ireland actively raises awareness of the lasting legacy of this inspirational woman.
Visit Sweden maintains a fixed position on its homepage to spotlight 10 inspirational women and their connections to destinations across the entire country. From authors to designers and opera singers to royalty, these strong, creative and smart women have significantly impacted Swedish culture and shaped their respective fields. Despite launching in 2022, the enduring presence of such an initiative shows how attention to the role of women in society cannot only be celebrated for one day every year, but should be celebrated year-round as an integral part of a country's history.
The Melbourne Convention Bureau (MCB) is playing a vital role in accelerating action in gender equality by spearheading the successful bid to host Women Deliver 2026. By bringing together over 6,500 delegates from across 170 countries, the MCB is facilitating a significant civic space dedicated to advancing gender equality and the health and rights of women and girls. Hosting such a significant event dedicated to female empowerment creates a critical platform for dialogue, knowledge sharing and networking, empowering participants to drive transformative change.
To celebrate Women's History Month throughout March, many American destinations and museums recognise the crucial roles and vital contributions made by women. As part of this national initiative, Brand USA has made a concerted effort to collate the best landmarks and memorials across the USA to learn about and honour the fearless individuals who have fought, and continue to fight for, equality. Inspiring future generations, such campaigns acknowledge the achievements and strength of women of all backgrounds.
Celebrating Female Leaders in Tourism
The #AccelerateAction campaign advocates for gender equality in tourism by breaking down systemic barriers and championing effective strategies that advance women in the industry. Through collective action, tourism professionals can challenge stereotypes and promote gender diversity, creating a more equitable future for all. Giving deserved recognition for empowering women in the tourism industry, we invited our members to share the stories of inspiring individuals who are driving transformative change and creating a better world for local communities.
Tinolla Rodgers, Owner and Managing Director of The Sijwa Project, African Monarch Lodges
Tinolla, a qualified hotelier, creates numerous opportunities for women within the Mayuni Conservancy in the remote Eastern Zambezi Region of Namibia. In a community where women have limited opportunities, Tinolla provides a space for women to gain sewing and recycling skills at The Sijwa Project, with professional training from Namibian and South African fashion designers. The subsequent creation of exquisite saleable craft and jewellery pieces has resulted in new sources of income for these women through selling these artisanal products to African Monarch Lodges and its guests. Going forward, Tinolla also plans to mentor women in other skills, such as hotel management, computer skills and business management. By empowering women through conservation initiatives, The Sijwa Project is the heart of African Monarch Lodges and balances conservation, community, culture and commerce. Tinolla's leadership has developed confident individuals who are beacons of hope in their community.
Kathrin Chambers, Digital Marketing Manager, Fáilte Ireland
Kathrin has been pivotal in shaping Fáilte Ireland's B2C digital transformation. With a focus on innovation and continuous improvement, she has revamped how the DMO and its agency partners operate, particularly through its omnichannel approach. Her leadership has led to a significant increase in website visits and referrals to industry partners. By 2024, KPIs for website visits were at +120%, with +113% referrals, which equated to just over 1 million warm leads to industry partners. Strategically aligning Fáilte Ireland's communications with sustainable tourism through initiatives like the 'Keep Discovering Car-Free, Carefree' campaign, Kathrin has significantly enhanced Fáilte Ireland's digital footprint by developing a vast asset library of video and photography content. Through these actions, Fáilte Ireland has seen a 236.29% increase in engagements across all social channels over the past four years. Kathrin's vision has also earned her team 22 awards across all digital disciplines in 2024. Her unwavering dedication to excellence continues to propel Fáilte Ireland to new heights, making her an indispensable leader.
Susan Dong, Executive Director - Brand Strategy, Destination Canada
Susan is accelerating action in gender equality through her open sharing of the challenges she faces as a senior leader returning from maternity leave. By discussing her experiences of improving her work-life balance with other returning mothers, she provides support and fosters a sense of community. As a senior leader, Susan's transparency is described as being "really important" for Destination Canada, as it deepens the empathy of managers and increases feelings of being seen and included amongst staff members. Guiding the professional development and advancement of women, Susan actively works on mentoring women both within her own team and across the wider organisation. The positive impact of Susan's leadership is also evident in the increasing staff engagement scores within her team.
Pauline Boelzlbauer, Social Sustainability & DEI, Vienna Tourist Board
Pauline is responsible for social sustainability and DEI (diversity, equity and inclusion)at the Vienna Tourist Board. With over 10 years of experience in marketing, project coordination and international market management, Pauline promotes Vienna as an inclusive and cosmopolitan destination. She actively addresses systemic barriers and social norms within the tourism industry by working on industry-specific measures and internal policies to foster inclusive workplace cultures and supports initiatives such as the annual "Women's Week", where the Vienna Tourist Board showcases female leaders, entrepreneurs and innovators in tourism. Pauline's passion for social sustainability and DEI makes her a driver of change and an invaluable asset that continues to raise awareness and advocate for equal opportunities for women and underrepresented groups.
Parastoo Moghaddam, Tourism Researcher, University of Girona
Parastoo is a PhD candidate specialising in women in tourism management and human resources. Her research focuses on women in tourism leadership, exploring how social movements and industry dynamics shape their experiences. She aims to highlight the voices of women in tourism, especially in developing contexts and cultures, to contribute to more inclusive workplaces. As a lecturer, Parastoo challenges future tourism professionals to recognise and confront gender biases. She emphasises creating supportive environments where women can excel in leadership roles and advocates for changing harmful social norms. Through her academic work, Parastoo encourages awareness of gender equality issues and inspires future professionals to support women's advancement in the tourism industry.
Caroline Dunlea, CEO & Co-Founder, Core Optimisation
Alongside her senior leadership role at Core Optimisation, Caroline co-founded KELLA Leadership, an organisation designed to cultivate meaningful connections among influential female leaders. Using advanced AI matching technology to connect female leaders, KELLA Leadership transforms isolation into impactful peer relationships. Through this initiative, Caroline has created a safe space to connect influential women and support skills development and learning from like-minded individuals who are fully aware of the specific challenges faced, enabling these leaders to grow and thrive as individuals. Fostering long-lasting connections and empowering mutual support at the highest career levels, Caroline's passion for supporting female leaders shows how meaningful change can be facilitated through leadership, wellness and purpose-driven connections.
These six women, among many others, showcase how diverse paths and individual journeys converge on a shared commitment to social progress. Demonstrating the power of female leadership to drive change and inspire new approaches, each unique contribution proves that vision, determination and a passion for tourism can lead to remarkable achievements. They serve as a powerful reminder that the future of travel is being shaped by dynamic and influential women, whose contributions are paving the way for a more inclusive industry.
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