Tourexpi
The
5th edition of FITUR WOMAN underscored today that the future of
tourism relies on female leadership. This dedicated space, aimed at
highlighting the role of women in the tourism industry, took place within the
framework of the International Tourism Trade Fair, held from January
22 to 26 and organized by IFEMA MADRID. According to participating
experts, women make up 54% of the tourism sector, yet only a few hold
leadership positions.
During
the closing session, the Secretary of State for Tourism, Rosario Sánchez Grau,
stressed the importance of initiatives like WLT and FITUR WOMAN. She
stated, “We must work to secure the present and future of women in the tourism
sector.”
Organized
by FITUR and Women Leading Tourism (WLT), with the support of
Extremadura and under the theme “Tourism: Commitment and Pride of Belonging,”
FITUR WOMAN explored the emotional connection between people and tourist
destinations and its impact on social well-being and sustainable development in
countries, regions, and local communities. Female leadership remained the
central theme, with the event featuring prominent leaders from the business and
government sectors.
Sustainable
tourism, inclusive and participatory
As
explained by Maribel Rodríguez, President of WLT, “The tourism sector
consists of both men and women, with women accounting for 54%, but only a few
hold leadership roles, and just 25% are CEOs.” She emphasized the economic
importance of the sector, which “employs one in every ten people on the planet.”
Rodríguez also added, “We need to move toward sustainable, inclusive, and
participatory tourism that includes all stakeholders and recognizes that
leadership is not possible without women.”
Meanwhile, María
Guardiola Martín, President of the Regional Government of Extremadura,
highlighted that “women’s participation is essential in an industry like
tourism, which is key to economic and cultural development, creates wealth, and
generates emotions.” She noted that tourism, when used sustainably and
responsibly, “is a powerful tool to manage the bond between people and their
emotions.” Guardiola also revealed that in 2024, Extremadura set records for
visitors and overnight stays with a sustainable and balanced tourism model,
creating opportunities for everyone, especially women.
Addressing
women’s representation in the sector, Guardiola pointed out that over 60% of
leadership positions are held by men, emphasizing, “We still have a long way to
go to achieve equality.” She also stated that “in Extremadura, we have already
implemented initiatives in this direction” and concluded, “The future of
tourism lies in female leadership.”
The
Importance of Public-Private Collaboration
FITUR
WOMAN also hosted a panel discussion on the challenges of tourism,
emphasizing the importance of collaboration. María Lourdes Prieto,
President of Mexico’s National Tourism Business Council (CNET), stated, “To
protect my country’s natural and cultural wealth, public-private collaboration
is essential. For this purpose, we are uniting the private, academic, and
public sectors to connect communities with tourist destinations.” She also
emphasized that “tourism helps combat poverty.”
Eduardo
Santander, CEO of the European Travel Commission (ETC), remarked, “Tourism
continues to be a key element in achieving social cohesion.” He elaborated on
their efforts to “enhance tourism through marketing programs, research, and
development that prioritize quality over quantity.” Santander also pointed out
that one of the sector’s major challenges in Europe is “seasonality and
environmental sustainability, as well as social sustainability.”
Laura
Teruel, Secretary General of the Argentine Chamber of Tourism, stated that her
organization “works actively to promote Argentina in different countries, with
strong participation from the private sector.” She emphasized the importance of
“mixed teams” and explained how the Argentine Chamber continues to seek
investments and enhance communications with other countries through airline
collaborations.
Alliances
to Enhance Women's Role
The
importance of alliances to enhance women’s role in the tourism sector was the
focus of another panel discussion, moderated by Matilde Almandoz, Vice
President of WLT and President of OPC (Spanish Federation of Congresses and
Events), featuring, among other experts, Belén Valentín-Gamazo, President
of ADEAPE (Spanish Association of Event Staff Agencies), and Teresa
García, President of ASEET (Association of Female Executives in Tourism
Companies).
FITUR
WOMAN also included other presentations and sessions on topics such as
Africa Outlook, destinations and culture, sustainable and inclusive businesses;
and during the event, the Women Leading Tourism recognitions were
awarded to various personalities in the tourism sector. The section also
organized a special networking session and provided a platform to share
experiences, discuss challenges, and explore new solutions for the future of
the tourism industry.
Image
Credit: © FITUR
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