Challenges of Gender Leadership in Asia’s Tourism

In 2023, the World Travel & Tourism Council (WTTC) revealed that over 50% of the global tourism workforce consists of women. However, less than 20% of leadership roles in travel and tourism are occupied by women, a striking disparity considering their predominant presence in the workforce.

Addressing the Leadership Gap

During the Women Deliver Global Conference in Rwanda, then WTTC President Julia Simpson highlighted the crucial need for women in leadership positions, stating:

“Companies with 50% female leadership experience greater financial success. It’s essential for the travel industry, as women influence holiday planning.” Translation: Companies that include women in leadership roles tend to be more profitable, especially in sectors impacted by women’s purchasing decisions.

Despite the significant workforce contribution, only about 25% of senior roles are held by women in the sector, raising questions about systemic barriers.

The State of Women in Asian Tourism

In April 2025, the Asian Development Bank (ADB) reported women constituted 52% of the tourism workforce in Asia, with Cambodia achieving 60% representation in tourism HR.

Yet, the picture is not universally bright: In the Maldives, women comprise only 10% of resort workers, with even fewer being locally hired.

Barriers to Leadership

Cultural norms, a lack of work-life balance, financial obstacles for women entrepreneurs, and inadequate mentorship opportunities contribute to the underrepresentation of women in leadership positions.

Cultural Constraints: Regions under patriarchal norms continue to view women primarily as caregivers.

Work-Life Balance: Women’s familial obligations often hinder their professional aspirations.

Financial Constraints: Women seeking to establish businesses struggle to secure loans and collateral, limiting their entrepreneurial success.

Lack of Mentorship: Especially in emerging economies, there is a notable gap in support and training for aspiring women leaders.

Positive Changes on the Horizon

Despite these issues, we see increasing awareness and initiatives aimed at fostering women’s leadership in hospitality. The Marriott Women’s Leadership Development Initiative has reportedly boosted female participation at executive levels by 47%. With continuous development programs emerging, the prospect of more women in leadership roles in the tourism sector looks promising.

As we look towards the future, there’s hope that these programs will cultivate a more equitable environment for women in Asia’s tourism industry.