Women in Tourism: Breaking Barriers & Leading Change

Mon, 05/26/2025 - 20:17

Women are a vital force in the Travel & Tourism sector, making up nearly 40% of the workforce (World Travel & Tourism Council, 2024). Over the past decade, their influence has grown significantly, but the journey hasn’t been easy. Many still face barriers such as wage gaps, job insecurity, and limited opportunities in the career ladder.

Let’s explore these inspiring stories from Cambodia, Sri Lanka and Vietnam, where women are taking center stage.

1/ Cambodia: Meet Ms. Kim, the founder of Tuk Tuk Lady

What are they doing?

Training and empowering women to become tuk-tuk drivers in a male-dominated industry.
Providing unique and safe transport experiences for tourists.

What is the challenge?

Facing deep-rooted gender stereotypes in a traditionally male profession.
Overcoming skepticism from both the community and travellers.

Key learning: Breaking gender barriers in tourism requires resilience and collective support.

2/ Sri Lanka: A Resort Fully Run by Women

What are they doing?

Providing employment and leadership roles for women.
Creating a sustainable and inclusive model for women in tourism.

What is the challenge?

Breaking the traditional belief that typical men’s jobs in hospitality aren’t for women
Encouraging more women to step into leadership positions.

Key learning: Normalize and support women-led initiatives, as they have the power to drive significant social and economic change in the hotel and tourism sector.

3/ Vietnam: The Women Behind Authentic Asia’s Success

What are they doing?

Together, they’ve built Authentic Asia into a trusted DMC partner for B2B travel companies, while creating jobs and inspiring young women to pursue careers in tourism.
Handle everything from sales and marketing to tour operations - always at 100%.
Introduce Vietnam and Asia to the world through countless authentic journeys and unforgettable memories.

What is the challenge?

Balancing leadership responsibilities with family life, particularly for mothers managing both career and home duties.
Facing gender biases and safety concerns that female tour guides often encounter, including gaining respect from clients and working in male-dominated environments.

Key learning: Empowered women lead with heart and strategy. They build bridges that turn teamwork into global impact.

There are many strong examples of women leading in the tourism sector. If you have a story to share, your own or someone else's, we invite you to contribute in the comments below.