Investing in Women for an Inclusive and Thriving Tourism Industry
Did you know?
Less than 10% of tourism employees in Sri Lanka are women.
March is Women’s history month and in honour and celebration of this, we would like to shine a spotlight on the state of women’s employment in the tourism industry based on findings from a recent study.
About the study
In 2024, the Sri Lanka Tourism Alliance collaborated with MDF, Australian Aid to conduct an island-wide study to investigate the underlying factors influencing the low participation of women in the tourism sector. The study included 745 people within the tourism industry and 453 people outside of the trade. They also engaged in twelve focus group discussions, interviews with industry stakeholders and in-depth interviews across multiple sectors to identify opportunities for enhancing women’s employment in the tourism sector.
Low participation of women in tourism
Just over half (55%) of Sri Lanka’s population are women yet, only 30-35% are economically active (Department of Census and Statistics). In tourism, the numbers are even more bleak.
There a few reasons identified for this:
- Social stigma
- Job security
- Pay and equal opportunities
- Transport, safety and accommodation concerns
- Long hours and work-life balance
Following the COVID-19 pandemic, Easter Sunday bombings and the economic crisis, Sri Lanka’s tourism industry took a hit and is still recovering with looming labour shortages. The pandemic and economic crisis also resulted in significant migration of the workforce while uncertainty around job security in tourism has pushed employees to switch to other sectors.
Stigma and awareness of opportunities
The study found that more women were not aware of the job opportunities available in tourism. While society’s negative perceptions of women in tourism surfaced as widespread.
The North Western, Uva and Central provinces showed the highest inclination among women to join the tourism industry compared to the Eastern and Western provinces.
However, it’s not all bad news! There were some of the important considerations that came out of the study:
- The negative perceptions women have about tourism often change after they join the trade
- The retail, ICT and apparel sectors have invested significantly, and had some success in, attracting women
- Difficulty in retaining women after marriage is a major complaint from the trade
- Language skills have always been a challenge
- Unsupportive middle management is a common complaint made by women from the trade.
What are the solutions?
Investing in more women is crucial to bridge the gap. However, a scalable solution hinges on understanding the needs and challenges faced by women. Increasing women’s participation in the tourism sector requires a multifaceted approach that addresses cultural, economic, and educational barriers.
- Policy and Institutional Support
- Gender-Responsive Policies: Integrating gender perspectives into tourism policies ensures that women’s needs and contributions are recognized and supported. For instance, the UNWTO’s “Centre Stage: Women’s empowerment during the COVID-19 recovery programme” aims to foster opportunities for women’s empowerment and ensure gender equality in tourism’s recovery.
- Private Sector Initiatives: In 2024, Thema Collection opened the first hotel in Sri Lanka to be entirely managed and run by women. ‘Amba Yaalu Kandalama’ stands as a trailblazing example in the hospitality industry’s commitment to empowering women and promoting inclusivity.
- Education and Training
- Skill Development Programs: Providing training tailored to women can enhance their employability in tourism.
- Community-Based Tourism
- Empowering Local Women: Community-based tourism projects enable women to leverage their cultural and environmental knowledge for economic gain. ‘Sisters of the Pekoe Trail initiative’ was established with a vision for women to build connections and experience along the 300km long-distance hiking trail. They hope to do this by including female guides and fostering opportunities for women to participate in order to make hiking more inclusive and empowering.
- Financial Inclusion
- Access to Capital: Improving women’s access to financial resources enables them to start and sustain tourism-related businesses.
- Addressing Cultural Norms
- Awareness Campaigns: Challenging societal norms that restrict women’s participation in tourism is crucial.
- Role Models and Leadership: Highlighting successful women in tourism can inspire others. For example, the sustainability champions example here?
Tourism thrives on diversity, inclusion, and equal opportunities. By implementing these strategies, Sri Lanka can create a more inclusive tourism sector that benefits from the diverse contributions of women.
This International Women’s Day (March 8th), we reaffirm our commitment to empowering women in tourism and fostering opportunities for investment. Sri Lanka stands as a beacon of potential, welcoming investors and visitors to explore its rich heritage and untapped beauty.
On Women’s day and every day, The Sri Lanka Tourism Alliance is calling on industry leaders to to build tourism businesses that empower and uplift women throughout their community. Together, we can champion a more equitable and prosperous future for all. Together we can forge gender equality. Collectively for #IWD2025 we can all #AccelerateAction.
