WTTC, in collaboration with the Kingdom of Saudi Arabia’s Ministry of Tourism, has launched a new report revealing the stark impact of the pandemic on woman and youth employment within the global travel and tourism sector, and how more must be done to ensure an inclusive and equitable recovery.
Almost 70 million people working in travel and tourism lost their jobs during the pandemic, but women and young people were disproportionately impacted because their roles were more likely to be in the worst affected areas such as hospitality and food services.
While the sector has broadly seen a strong recovery, the Social Trends in Travel & Tourism Employment report found it employed 42 million women and just over 16 million young people in 2022, notably lower than the 48.4 million women (-13 per cent) and nearly 19 million young workers (15 per cent) supported by the sector in 2019.
The report, which examines employment trends across 185 economies from 2019 to 2022, underscores the sector’s potential as a key driver of inclusive economic growth and social progress.
According to the latest EIR data, in 2023, the travel and tourism sector’s GDP contribution rose by 29.1 per cent above pre-pandemic levels, outpacing the global average, which remained 4.1 per cent below. Yet despite this economic rebound, the social recovery continued to lag, particularly for women and young people who remain more likely to be stuck in informal, part-time, or low-wage roles without security or growth potential.
The report also highlights that women remain underrepresented in high-wage and leadership roles, with the gender split in travel and tourism employment nearly mirroring that of the wider economy. Meanwhile, young workers, who make up a greater share of the travel and tourism workforce compared to the wider economy, face particular challenges in accessing stable employment.
This joint report calls for urgent action to address these disparities and maximise the sector’s potential as a driver of inclusive growth. It is critical to learn from these hardships and implement measures to protect these groups from being disproportionately affected in future crises.
Key areas of focus for governments and the travel and tourism sector include developing policies for skills training and gender equality; enhancing job opportunities for women and youth; investing in education and leadership programmes; implementing inclusive hiring practices and equal pay; supporting flexible work arrangements and childcare; and promoting entrepreneurship through support for start-ups and small businesses
Saudi Arabia minister of tourism Ahmed Al Khateeb, welcomed the joint report findings and emphasised the Kingdom’s commitment to supporting youth and female employment in the travel and tourism sector: “In 2022, Saudi women’s employment in tourism was the fifth fastest growing among G20 countries. The focus on localising services, in areas like AlUla and Diriyah, has created new opportunities for women in heritage tourism jobs. Through stronger partnerships, tourism can transform into a vehicle for inclusive development, creating a more equitable and prosperous future for everyone.”
Julia Simpson, WTTC president and CEO, added: “Women and young people are the backbone of our sector, yet they continue to face significant barriers. By investing in skills, promoting inclusive policies, and fostering entrepreneurship, we can unlock the full potential of these groups and ensure that our sector leads the way in creating meaningful and sustainable employment opportunities.”
Read the full report here.
In her interim position, DaSilva will oversee TTC Tour Brands’ portfolio of six brands, which includes Trafalgar, Insight Vacations, and Contiki.
She was most recently the vice president for the launch of K11 MUSEA in Hong Kong as a cultural destination, and prior to that, she had a nine-year tenure at New World Development.
A study by MMGY TCI Research has found that destinations hosting leisure and business events have been able to boost their presence in social conversations and drive positive engagement within communities.
In a PATA-led webinar last week on the topic of Event-driven Tourism: impact and opportunities, Olivier Henry-Biabaud, managing director and partner, MMGY TCI Research, shared that social conversations surrounding Asia-Pacific destinations doubled throughout the period of July 2023 to July 2024 when events tourism was taken into consideration.
In tracking Asia-Pacific events that triggered positive sentiments and engagement, the study named Yi Peng Lantern Festival in Chiang Mai, Thailand; the Lunar New Year in several countries in the region; Bali Arts Festival in Indonesia; and Formula 1 races in Abu Dhabi and Singapore; among others as those that were most impactful.
The study also found that culture (45 per cent) topped the list of topics associated with events and festivals in the region, with tradition and folklore (30 per cent), arts and handicraft (29 per cent), and food/culinary (24 per cent) following on next.
Henry-Biabaud remarked that festivals and their topics could help raise awareness of a destination that might not be a primary tourism choice among travellers. Destination marketers should leverage niche festivals and events to speak to and connect with specific communities.
Further underscoring the value of festivals and events, Henry-Biabaud said such activities ranked second on a list of top-rated destination experiences. Outdoor and nature takes the lead with a 9.3 out of 10 visitor sentiment score; festivals and events was second with a score of nine. Street food, and museums and galleries ranked third and fourth respectively.
He emphasised that events and festivals could be a way to connect locals with the visitor community, and demonstrate a warm welcome to visitors, especially as tourism phobia grows in some parts of the world.
He added: “We tend to forget that big events are an amazing opportunity for visitors to blend with local people. Many of these events are usually made for locals in the first place, allowing them to share their passion with the world and meet other people from all over the world.”
Fellow webinar presenter, Benoit Badufle, managing director of Singapore-based Horus Development & Consulting, which is engaged to market destinations like Monaco and Brisbane in this region, further elaborated on the influential power of events and festivals.
Citing Monaco as an example, Badufle said the destination set out to attract the rich and famous by curating unique and prestigious events, many of which were first in the world or in Europe when launched. The Rose Ball, for one, debuted in Monaco in 1920 as one of the first global philanthropic events supported by the wealthy; it endures to this day.
Many of Monaco’s events are now a regular feature on the calendar. “They are very famous locally and internationally, and attract people from all around Europe and the world every year,” said Badufle. “They are a vector of soft power.”
He explained that events curated at the Grimaldi Forum congress centre are exported overseas, contributing to Monaco’s reputation as an intelligent destination. Famous artists performing in Monaco also help to bring positive attention to the country.
Citing yet another example of the power of association, Badufle said the annual Ernst and Young World Entrepreneur of the Year awards ceremony in Monaco has built an impression of the destination being “a stage for entrepreneurship”.
Badufle told TTG Asia that festivals and events are also a useful way to shift arrivals into the quieter travel seasons, and many in Monaco are scheduled during the shoulder and low season.
While festivals and events have the power to cast destinations in a positive light, Henry-Biabaud emphasised that destination marketers must also ensure that other supporting aspects, such as hotel accommodation, transport services, tours and attractions, are well managed to deliver an easy planning and travel experience for visitors.