Tourism’s key stakeholders demand to be involved in the decision-making process, and our colleagues want to be seen, heard and represented.

Our customers, meanwhile, reward companies that openly encourage social sustainability, and diversity, equity and inclusion (DEI). Communities increasingly expect to benefit directly from the economic impacts brought about by tourism “done well”.

Amid all the current political instability, growing social injustice and the climate emergency, we will all lose unless we pull together and unite behind a common purpose.

’We must advocate’

This includes intersectional gender equity; while our industry is more than 50% female at entry level, we lose too much talent at middle and senior management level – especially when considering other factors like race and sexual orientation.

That is why we need our male colleagues, particularly the large majority that hold influential roles, to play their part as allies in conversations around DEI and environmental, social and governance (ESG).

I have a few practical ideas for how to go about it. Firstly, we must advocate for it – as well as actively and intentionally promoting – gender equality in leadership to ensure diverse perspectives are including in decision-making processes.

We must also actively support and invest in women-owned businesses within the tourism sector to foster innovation and promote diversity within the industry. In addition, we must stand against any kind of harassment to foster a culture of respect and help create safer environments for everyone.

Elsewhere, we must encourage collaboration with diverse stakeholders, including government agencies, non- profit organisations, minority groups and local communities to address the complex sustainability challenges facing the tourism industry.

And finally, the travel and tourism sector must invest time and resources in education to bring positive change within their organisations and communities.

’Positive ripple effects’

At Women in Travel CIC, we have seen first-hand through our dedicated Male Allyship Programme the impact male allies can have on the individuals involved, and the positive ripple effects for the group and the wider industry.

One mentee, travel designer Clara, recently shared her experience, remarking on the impact her mentor, Andrew, has had on her business, from setting financial goals and tracking data to implementing marketing strategies. “I am so grateful for his engagement, wit and broad experience. He challenges and encourages me in equal part.”

When men visibly engage in conversations and act as role models, they set a positive example, inspire their peers and drive meaningful change. They also learn and grow themselves by understanding the perspectives of the individuals and groups they support.

We are calling on all senior male leaders to join us at the upcoming International Women in Travel and Tourism Forum and Awards (26-27 June). The forum invites everyone to come together to find new solutions to current or long-standing problems in all areas of DEI, seen through a different lens.

Complex issues require everyone’s engagement to be resolved. The future of the industry will only be secured when everyone plays their part, particularly those at senior levels, who can drive the change required for the sector to thrive for many years to come.

Alessandra Alonso is founder and managing director of Women in Travel CIC. Tickets for the 2024 International Women in Travel and Tourism Forum and Awards are on sale now from iwttf.com, where you can also find the full Forum programme.