The tourism industry presents a substantial opportunity to foster gender equality in Latin America, as highlighted at the recent Lata Expo.
- Women represent the majority of the workforce in this sector, yet hold predominantly lower-level roles, underscoring the need for strategic involvement in decision-making.
- The industry’s potential for rapid career advancement without extensive qualifications suggests a pathway to empowerment for women.
- Prominent voices argue for male allyship and gender-sensitive business practices as essential elements in driving equality.
- Leading women in tourism stress the importance of recognising unconscious biases and championing diversity in leadership roles.
The tourism sector is uniquely positioned to promote gender equality given its substantial female workforce in Latin America, as highlighted during the Lata Expo 2024. This sector employs a higher percentage of women compared to many others, yet these roles are often confined to lower levels. There is a growing consensus that to alter this status quo, women must be empowered to partake in business decision-making processes and leadership roles.
The road to empowerment in tourism does not necessarily require advanced qualifications, offering women an expedited career progression, according to Alessandra Alonso, founder of Women in Travel CIC. This creates a viable avenue for women to climb the career ladder swiftly, bolstering their economic and social statuses.
It is crucial for men to engage actively in promoting gender equality as allies. By serving as role models and supporters, particularly those in senior positions, men can significantly contribute to fostering inclusivity within the industry, as advocated by Alonso. This approach recognises allyship as a pivotal strategy in overcoming gender disparities.
Zina Bencheikh from Intrepid Travel points out that while women are key decision-makers in travel purchases, they remain underrepresented in leadership. This underscores an industry-wide unconscious bias, necessitating a shift towards diversity-focused corporate cultures. Her experiences resonate with many, revealing a male-dominated design in business structures that often unintentionally marginalise women.
Alleviating gender inequality also involves acknowledging and dismantling the entrenched macho culture, as Ivonne Zumarraga notes. Her observations at B2B events reflect a broader industry tendency to overlook female professionals in favour of male counterparts. This imbalance needs addressing through teamwork that transcends gender perceptions, fostering an inclusive environment where all individuals collaborate effectively.
Sarah Bradley of Journey Latin America emphasises the importance of a diverse partnership approach, which includes supporting businesses that advocate for gender equality. She suggests that meaningful interactions during travel can facilitate opportunities for women, contributing to their communities and broadening their impact.
Lastly, Alonso’s narrative brings to light the economic significance of female entrepreneurship, highlighting that women’s contributions extend beyond business to influence family and community wellbeing. The role of education and employment is fundamental, with the potential to tackle broader issues such as climate change, further demonstrating the multifaceted benefits of empowering women in tourism.
Tourism holds transformative potential to reshape gender dynamics, advocating for equity and economic empowerment.
