International
WOMEN’S
Day
Generosity and collaboration are foundational to the advancement of gender equity.
This year on International Women’s Day, the sentiment is echoed by the theme “Give to Gain”; an inspiring reminder that when communities — individuals and organisations alike — choose to be givers, a better, more inclusive world that allows women worldwide to thrive and succeed can be gained.
As an effort to advocate for this cause, PATA is proud to spotlight women’s empowerment initiatives from across our community. These stories reflect how different parts of the travel and tourism industry are using their unique strengths to create a meaningful impact. By bringing them to the forefront, we hope to spark fresh ideas and encourage others across the sector to find their own ways to give, contribute, and drive a more equitable future.
“Honor unpaid family women workers with fair protections, elevate more women to leadership, and together build a thriving, equitable travel future where all rise.”
– Sarah Mathews, CEO, E-Tourism Frontiers; Former PATA Chairperson & youngest female to hold the role
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Creating space for women to lead at the community level is one of the most transformative ways tourism can drive inclusive development. By placing women at the centre of local tourism ecosystems — from homestays to farm-to-table initiatives — these approaches strengthen economic resilience while reinforcing identity, skills transfer, and long-term community sustainability.
Give the Chance to Lead
Kaura’s Women-led Farm-to-Table Experiences
In Bali, Discova’s Kaura Women-Led Farm-to-Table initiative increases the economic involvement of women at the village level, ensuring that those in the far reaches of the industry have an equal chance to thrive.
At Kaura in Manggis Village, an eco retreat overlooking East Bali’s rice terraces, Discova started a community-based tourism programme that puts local women at the heart of a community-run restaurant called Pratiwi. Through organic farming and immersive culinary experiences, the 27-member Bakung Asri Women Farmers’ Group oversaw visitor engagement rooted in indigenous agricultural heritage. As heritage custodians, they share knowledge of medicinal produce, traditional Balinese recipes, and regenerative farming practices.
Member of Bakung Asri Women Farmers’ Group
The initiative supports both income opportunities and skill-building of local women, with eleven members trained to lead cooking classes at Kaura, while 16 were prepared to facilitate hands-on workshops on traditional Virgin Coconut Oil production, where they leverage local resources to support community-based enterprise. The women also attend bi-weekly English classes at Kaura’s Learning Hub to strengthen communication skills and professional confidence in engaging with international visitors.
Established to address the consequences of limited access to education and employment, the programme paved the way for women’s leadership and expanded their economic participation within the community. By equipping a community with a tourism-supported regenerative model, Discova ensured that women’s agency thrives alongside meaningful visitor participation that directly contributes to local livelihoods, land stewardship, and cultural preservation.
Canang Sari Workshop
Cooking Class
Similarly, Khiri Travel supports the PKP Community Centre in Gianyar, Bali, a women-led initiative to empower women facing social stigma after divorce. Through community-based tourism engagement, the programme enables women to share traditional skills and experiences with travellers while rebuilding their confidence and social inclusion. Read more about Khiri & Women’s Centre in Bali >
Women’s Expeditions
Intrepid Travel’s Women’s Expeditions are immersive, all-female travel experiences designed to break down traditional barriers in tourism and foster meaningful cultural exchange. These expeditions are led by local female guides and tailored for female travellers who want deep engagement with communities, especially in destinations where gender norms can limit access and interaction.
Women’s Expeditions offer opportunities to explore cultural practices, traditions, and everyday life from a female perspective -whether learning traditional crafts, sharing meals in local homes, or participating in women-centred activities that are ordinarily off-limits to mixed groups. They also prioritise safety and connection, with small group sizes and expert leadership ensuring a supportive environment for solo and group travellers alike.
Alongside the travel experiences, the initiative supports economic empowerment by providing employment to local women and integrating women-owned and women-operated businesses into the supply chain. Women’s Expeditions currently operates in Bhutan, Cambodia, India, Morocco, Nepal, Peru, Saudi Arabia, and Türkiye.
Itineraries integrate women-led enterprises and community initiatives, including visits to organisations addressing menstrual stigma in Nepal, engagement with Buddhist nuns at a female monastery in Kathmandu, stays in female-owned accommodation in Türkiye, and home-based culinary experiences in Saudi Arabia. The programme has received consistently positive traveller feedback for its meaningful cultural engagement and supportive group environment.
Indigenous Women Empowerment - Community Homestay Network
Royal Mountain Travel advances Indigenous women’s economic empowerment in Nepal through its partnership with the Community Homestay Network, a social enterprise model that decentralises tourism benefits and strengthens community-based livelihoods.
The initiative supports women-led homestays across rural regions, expanding income opportunities while preserving local culture. By shifting tourism beyond established destinations such as Kathmandu and the Everest/Annapurna regions, the programme promotes more inclusive growth and eliminates the need for migration.
The model combines skills training, capacity building, and market access. Hosts receive instruction in hospitality, hygiene, food safety, basic English, and digital skills, alongside operational support and international marketing visibility. Most homestays are owned and managed by women, providing direct control over income generation. Reportedly, 80% of earnings go towards host families.
Operating across 50 communities nationwide, the network offers accommodation and experiential activities, including cooking classes and cultural programmes. In Narchyang in the Annapurna foothills, homestays host around 200 travellers annually, contributing to local economic diversification. Tourism income strengthens household financial stability while making cultural preservation economically sustainable.
Learn more about the Community Homestay Network
Across destinations and companies, training and employment strategies are expanding women’s participation at every level of the workforce. These initiatives create tangible economic mobility, professional recognition, and long-term career sustainability, contributing to a more balanced and resilient tourism sector.
Give the Chance to Earn
The Mulan Project
Trip.com advances gender equality through “The Mulan Project,” a global initiative focusing on expanding career opportunities for women in the tourism sector.
A key component of the initiative is the training and recruitment of bilingual tour guides, which equips women with language and professional skills to support inbound tourism. In addition, entrepreneurship programmes provide training, mentoring, and resources for women to start and grow their own businesses, particularly in tourism-related fields.
Since its launch in 2023,
the programme has created over 20,000 job opportunities.
The project also strengthens pathways into the industry for students. By collaborating with universities and training institutions, Trip.com offers internships and career development opportunities, helping women build the skills needed to enter and advance in the tourism workforce. Digital training initiatives further support this effort, preparing participants for the industry’s ongoing transformation.
Second Careers
Jetwing Hotels advances gender inclusion in Sri Lanka’s hospitality sector through its Second Careers initiative, a structured training and employment programme designed for women aged 45 and above from economically challenged backgrounds.
The programme addresses a significant workforce imbalance, where women represent over half of the national population but account for less than 10% of hospitality employees. By focusing on middle-age women, a group often underrepresented in tourism workforce initiatives, the programme promotes economic independence, social inclusion, and renewed professional confidence.
Through this initiative, women from rural communities surrounding Jetwing properties receive training that translates their existing household skills into ones applicable to professional roles in the hospitality industry, such as housekeeping, kitchen work, or gardening.
More than 50 women from rural regions
have secured employment, strengthening household financial stability & reducing economic vulnerability.
Launched at Jetwing Yala and expanded to Jetwing Kaduruketha, Jetwing Vil Uyana, and Jetwing Lake, the programme has delivered measurable impact.
Beyond employment outcomes, participants have challenged age and gender stereotypes, strengthened professional skills, and emerged as role models within their communities. The programme has been recognised with the 2022 PATA Gold Award and the 2023 Best Project Sustainability Award for its innovation and inclusive business practice.
Best Project Sustainability Award 2023, by Ceylon Chamber of Commerce
All-female Crew Flight 2023 & 2025
According to the International Air Transport Association (2024), men represent 94% of pilots globally, while women account for only 6%. The same proportions are also reflected in the positions of airline CEO.
As part of SriLankan Airlines Limited’s commitment to gender equality and female empowerment, the airline has implemented initiatives such as all-female crew flights in 2023 and 2025, placing a stronger emphasis on inclusivity within its organisation and the aviation sector as a whole.
These special operations featured an entire flight team composed of women - from the flight deck to the cabin - showcasing their skill, professionalism, and leadership in roles traditionally dominated by men.
The initiative received widespread recognition for promoting gender inclusion within the aviation sector. It also generated broader public discussion on representation in aviation, highlighting the continued importance of visible leadership initiatives in advancing equality across the industry.
The Sustainable Tourism for Livelihood Recovery Project
Following the COVID-19 pandemic, the Nepal Tourism Board, in partnership with UNDP Nepal, implemented the Sustainable Tourism for Livelihood Recovery Project (STLRP) to support tourism-dependent communities on rebuilding livelihoods while strengthening community-based tourism and enhancing long-term resilience. It aims to ensure that the benefits of tourism are more widely shared, particularly among vulnerable groups, while supporting sustainable recovery at the local level.
Certificate distribution and launching ceremony of "Resource Book For Trekking Guides"
A key component of the project is women’s empowerment through skills development and employment opportunities. Trekking and river guide training programmes increased women’s participation in tourism. In addition, the project supports capacity building at the community level, helping local stakeholders improve tourism services, diversify income sources, and strengthen overall resilience.
By linking livelihood recovery with inclusive participation, the project presents a distinctive approach that combines community-based development with a strong focus on gender equality. It also highlights the role of tourism as a tool for inclusive economic recovery in post-pandemic contexts.
Read more about the STLRP initiative by Nepal Tourism Board >
The initiative has supported
1500 female tourism workers, & provided training to 1000 women.
Education plays a pivotal role in shaping how equality is understood and practised within organisational culture. By influencing mindsets, it helps address gender disparities at their roots rather than relying solely on formal measures. From curriculum design and workplace inclusivity to mentorship and professional development, education fosters awareness, builds confidence, and strengthens leadership among women.
Give the Chance to Learn
Supporting Gender Equality through Institutional Policies and the MARIA Project
At LPU Manila, gender equality is advanced through inclusive policies and empowerment initiatives embedded across university life. It incorporates institutional commitments, such as non-discrimination policies, parental support measures, and on-campus childcare facilities like the “Play Room” for students and staff, with targeted programmes that build capacity and representation for women across academic disciplines and community spaces.
These initiatives aim to reduce gender disparities by improving access to education and career opportunities, and by supporting women’s participation and leadership in underrepresented fields.
At the heart of this work is the MARIA Project, (Management of Agile, Resilient, and Inclusive Advocacy), launched in 2025. This programme focuses on different aspects of women’s empowerment, including health, education, economic participation, and leadership. This project fosters personal empowerment among young girls through educational seminars and martial arts workshops, helping to build confidence, resilience, and agency both on and off campus.
As a reflection of their growing commitment to creating a more inclusive and supportive environment, LPU rose in ranks in the Times Higher Education Gender Equality Rankings 2025. Its integrated approach, combining institutional policies with practical empowerment programmes, highlights a holistic model for advancing gender equality in higher education.
Read more about Lyceum of the Philippines University’s initiatives >
Women in STEM initiatives
With initiatives focused on education, career development and workplace inclusion, Amadeus supports women particularly in STEM fields. These efforts aim to support women at different stages, from early education to professional growth and career return.
Career talk with high school students in Manila
Amadeus works to create a more inclusive environment for women in STEM, contributing to increased female participation in engineering teams by organising mock interviews, producing podcasts, and holding focus groups to reflect female perspectives. These activities have rendered the workplace a more welcoming space for women. It has also launched a returnship initiative in Bengaluru to support women returning to the workforce after career breaks through training, work experience, and mentoring, while also supporting programmes such as Udaan that offer similar opportunities.
Over the past 21 years, Amadeus has provided scholarships & mentorship to
250+ students in the Philippines, 60% being girls.
Amadeus team at “Girls in Aviation Day” in Singapore
Amadeus embeds gender equality into its sustainability strategy through clear targets on women’s representation. With women making up only around 28.2% of the global STEM workforce, Amadeus Türkiye has achieved a 40% female engineer ratio. Moreover, Amadeus also collaborated with other organisations. Check out their work with Women in Aviation International (WAI) for Girls in Aviation Day and TechRise Collective for Germany’s national ‘Girl’s Day’.
Women & Gender Studies Courses
At Capilano University, gender equality is promoted by integrating women’s and gender perspectives across the curriculum. Rather than offering gender studies as a separate field, the university embeds these perspectives into a wide range of disciplines, from psychology and law to art, health, science, and policy. This approach encourages students to understand and challenge gender inequalities from multiple perspectives.
Through these courses, students develop analytical tools to examine power structures and advocate for inclusive progress in their professions and communities. By treating education as a practical tool for social change, the university prepares graduates not only to critique inequities but also to create positive change in their future careers.
The programme also emphasises interdisciplinary learning and intersectionality, encouraging students to consider how gender interacts with factors such as race, class, and sexuality. Applying gender analysis across different subjects helps students develop a broader understanding of inequality and social justice, while courses such as Gender, Politics and Policy build analytical and advocacy skills.
Overall, Capilano University’s approach stands out by integrating gender perspectives across disciplines while maintaining a focus on practical application. This combination of critical thinking and real-world relevance supports students in contributing to more inclusive and equitable communities.
Explore Capilano University’s Women’s & Gender Studies courses >
Women’s Career Network (WCN) & Women in Technology (WIT)
Through its diversity and inclusion (D&I) efforts, Sabre supports the career development of women, particularly its female employees. As part of this, the company runs two women-focused Inclusion Groups: the Women’s Career Network (WCN) and Women in Technology (WIT).
WCN provides coaching, mentoring, and networking opportunities to support women in developing their careers. It focuses on ensuring fair access to leadership opportunities and resources, helping women grow within the company, and moving towards more senior roles — breaking the glass ceiling in the process.
Not unlike its sister programme, WIT creates opportunities for connection and career development, with a focus on supporting women in technology-related roles. The initiative focuses on uniting its female employees in this field, irrespective of locations and position levels. To build a diverse, global community of women in tech. In addition to fostering a strong and empowering network, WIT is dedicated to attracting, engaging, developing, and retaining female talent in the organisation.
Employees involved in these initiatives reported feeling more supported in their professional growth, with clearer career paths, greater confidence, and improved morale. Together, WCN and WIT have helped cultivate a well-connected network of women at Sabre and a more open and inclusive workplace culture.
This campaign is created by PATA Associates, Jiwon Kim and Nookarn Ratchawong (Marketing Department) and Madina Robson and Gulmok Simbolon (Project Management - Sustainability); supported by Alice Gong, Manager - Marketing; Fernanda Rodak, Manager - Project Management; and Prapimchun Soonthornpanich, Executive - Communications.