A diverse group of women collaborating on ideas to make the tourism industry better. Picture: Pexels
Women comprise half of tourism’s current workforce, with 37% earning more than their peers in other industries -- and tourism is projected to contribute 10.4% to South Africa's GDP and create 2.23 million jobs by 2030.
Given tourism’s significant role in advancing women, Sandra Kneubuhler, country sales director and district director for South Africa at Radisson Hotel Group, urges women to consider careers in tourism, especially in light of the unemployment challenges many face.
Here are 3 reasons why Kneubuhler believes women should take up this space.
Progress made in gender parity
According to Kneubuhler, the industry is leading other sectors in achieving gender parity. She said women in hospitality hold 54% of low to middle management positions, which is higher than the national average in both the private and public sectors.
“Despite the progress made, some challenges persist. For instance, while women earn 14.7% less than men, the wage gap in the tourism sector is narrower compared to the 16.8% in the broader economy,” she said.
She noted that hospitality is still an industry where unusual or anti-social working hours are the norm, which disproportionately impacts women, particularly mothers.
Studies have shown that these irregular work patterns can hinder women's career progression and work-life balance.
To address these issues, Kneubuhler emphasised that achieving gender equality in the tourism industry relies heavily on a cultural shift within the sector as deep-rooted attitudes and biases often contribute to the challenges women face, from unequal pay to limited opportunities for advancement.
“As an industry, changing the way we speak, act, and conduct ourselves when it comes to supporting women is the most effective ceiling breaker. It fosters a culture of respect, inclusion, and empowers them to excel in their roles,” said the hospitality expert.
Opportunities for advancement in the industry
Kneubuhler also revealed that the Radisson Hotel Group is actively supporting more women to take on leadership roles within the company, particularly in traditionally male-dominated areas.
“We collaborate with female employees to develop clear career paths with accelerated opportunities and ensure equal representation in all development programmes and training initiatives,” said the hospitality expert.
She said that this is essential as research shows that equitable representation in leadership can benefit business performance, broaden the talent pool, improve decision-making, boost employee satisfaction and retention, and enhance market reputation and financial outcomes.
“Workplace diversity fosters further diversity and plays a key role in commercial success. Our company believes in the ethos that ‘we are many minds, with one mindset’,” said Kneubuhler.
To building a more inclusive tourism Industry
Lastly, Kneubuhler believes that tourism and hospitality are fundamentally about creating welcoming experiences for all and to fully realise its potential, it must continue to grow as a sector where women thrive.
“By prioritising gender equality, we can create a more dynamic, innovative, and sustainable tourism ecosystem. This requires concerted efforts from the government, businesses, and civil society to break down barriers, invest in women's leadership, and ensure equal opportunities for all,” she said.
The hospitality expert also noted that as the world becomes increasingly conscious of social and environmental impacts, a tourism industry that empowers women can serve as a powerful example of responsible and inclusive growth.
“By championing women's roles, South Africa can also position itself as a global leader in sustainable tourism.
“This is not only good for the country, but good for business. A diverse team is essential for understanding and catering to the needs of our diverse guests.
“By cultivating an inclusive environment, we create a better workplace and a better world where everyone has the opportunity to succeed,” said Kneubuhler.