Tourism is projected to contribute 10.4% to South Africa's GDP and create 2.23 million jobs by 2030, making it a crucial sector. Half of the current workforce comprises women – 37% earning more than their peers in other industries. Given the sector’s significant role in advancing women's economic empowerment, more women should be encouraged to consider careers in tourism.
Reflecting on the industry’s growth this year, Tourism Minister Patricia de Lille highlighted the sector’s significant contribution to the economy and job creation. Government is determined to sustain this momentum by ensuring South Africa remains an attractive and accessible destination for all travellers, she said.
Progress towards gender parity
Tourism is leading other sectors in achieving gender parity. Women in hospitality hold 54% of low to middle management positions, which is higher than the national average in the private and public sectors. However, despite progress, some challenges persist. For instance, women earn 14.7% less than men but the wage gap in the tourism sector is narrower compared to 16.8% in the broader economy.
Additionally, hospitality is still an industry where unusual or anti-social working hours are the norm, which disproportionately impacts women, particularly mothers. Studies show these irregular work patterns can hinder women's career progression and work-life balance.
Addressing these issues and achieving gender equality in the tourism industry requires a cultural shift within the sector. 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 behave to support women will effectively break the ceiling. We should foster a culture of respect, inclusion and empowerment for women to excel in their roles.
Women leading the charge
The Radisson Hotel Group actively supports women pursuing leadership roles within the company, particularly in traditionally male-dominated areas – collaborating with female employees in developing clear career paths with accelerated opportunities and equal representation in all development programmes and training initiatives.
Research shows that equitable representation in leadership benefits business performance, broadens the talent pool, improves decision-making, boosts employee satisfaction and retention and enhances market reputation and financial outcomes. The Radisson Hotel Group upholds its ethos: “We are many minds with one mindset”.
Recently, the group launched “Spotlight” – a sponsorship programme designed to connect high-potential female talent with senior leaders for mentorship and advocacy. These initiatives not only address historical disparities but also illuminate opportunities within the company and industry. Furthermore, they build self-belief and will play a critical role in the success of women and the hospitality industry in years to come.
Building a more inclusive tourism industry
Tourism and hospitality are fundamentally about creating welcoming experiences for all. To fully realise its potential, the sector must continue to grow as a space where women thrive. By prioritising gender equality, we can create a more dynamic, innovative and sustainable tourism ecosystem. This requires concerted efforts from government, businesses and civil society to break down barriers, invest in women's leadership and ensure equal opportunities for all.
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 be positioned 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.
About the author
A South African national, Sandra Kneubuhler began her hospitality career in 2001. She held various positions in Zambia, Switzerland, Thailand and Doha before returning to South Africa.
In 2005, she started at the Hyatt Regency Johannesburg. She progressed within the group from Sales Manager to Revenue Manager and Acting GM before launching the group’s Global Sales Office as Global Sales Director: Africa in January 2015.
