Women in African Tourism: Unlocking Potential for Sustainable Growth
Women play a central role in the tourism industry, particularly in Africa, where they make up around 70% of the workforce, according to UN Tourism. However, many are employed in lower-paid and informal positions, highlighting the urgent need to break structural barriers and enable them to reach their full potential.
On International Women’s Day, March 8, 2025, the Voice4Africa initiative calls for sustainable improvements in working conditions for women in tourism.
The Untapped Potential of Women in African Tourism
Tourism is one of the most vital economic sectors across Africa, driving employment, cultural exchange, and economic growth. Despite their significant contribution to the tourism value chain, women continue to face major challenges, including limited access to financial resources, leadership roles, and training opportunities.
„Empowerment means equipping women in tourism with the necessary resources, knowledge, and equal opportunities,“ says Hanna Kleber, founder of Voice4Africa. „Key factors include targeted mentoring, education, training programs, the use of new technologies, and improved access to funding. Only then can women rise to leadership positions and create real impact.“
Voice4Africa and its parent company, Kleber Group, actively champion female expertise. Their all-female team is dedicated to increasing the visibility of African destinations and promoting sustainable tourism strategies.
Gloria Kisilu, founder of The Shaba, with rural artisans in Kenya (c) The Shaba
From Empowerment to Structural Change
To achieve lasting transformation and contribute to UN Sustainable Development Goal 5 (Gender Equality), the tourism sector must go beyond individual empowerment initiatives. Structural barriers need to be dismantled, and targeted support programs must be implemented to create sustainable career opportunities for women.
A crucial step is building strong networks to place more women in decision-making roles. This is essential for the African tourism industry to reach its full potential while fostering a more inclusive and equitable society.
Success Stories: Women Driving Change in African Tourism
Across Africa, inspiring female-led initiatives are already making a significant impact:
- Women-led ranger teams protect wildlife in national parks and champion conservation efforts.
- Female entrepreneurs are launching innovative tech startups to promote sustainability in tourism.
- Rural women’s cooperatives create authentic cultural experiences by integrating traditional crafts and cuisine into tourism offerings.
According to the African Development Bank, women entrepreneurs reinvest up to 90% of their income into their communities, fostering long-term regional development. These initiatives highlight the immense potential of empowering women in African tourism as a key driver for sustainable growth.
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VOICE4AFRICA is an initiative by the KLEBER GROUP, a full-service PR agency specializing in tourism with extensive expertise in Africa. In collaboration with African tour operators, the initiative promotes responsible tourism to Africa as a means of international understanding and a driver of sustainable development. Voice4Africa is a founding member of the business initiative ReThinking Africa and winner of the Corps Touristique Award for International Understanding.
Press contact:
Hanna Kleber and Julia Kleber | Management
Friederike Galuschky | Senior Consultant Communications
Hamburger Allee 45
60486 Frankfurt am Main
Phone: +49 (69) 71 91 36 0
E-mail: hanna.kleber@klebergroup.com and julia.kleber@klebergroup.com / friederike.galuschky@klebergroup.com
Title Photo: All-female team at Dunia Safari Camp (c) Asilia Africa
