’’Advocate, Engage, Achieve’’: Tourism Alliance and Australia’s MDF partner to promote women’s participation in tourism revival

The Sri Lanka Tourism Alliance (SLTA), together with Australia’s Market Development Facility (MDF), hosted the ‘Women in Tourism: Advocate Engage Achieve’ event to engage with tourism industry leaders on co-creating solutions to increase women’s participation in the tourism industry.

The discussion centered on the findings of a study, conducted by MDF in collaboration with The Tourism Alliance, that assessed the barriers to women's employment in tourism. MDF shared key insights from the study, including provincial-level differences in factors influencing women’s decisions. These included women reporting a general lack of awareness of available opportunities, as well as concerns about negative societal perceptions. Referrals emerged as a key means by which women entered the industry, whereas the influence of parents and spouses emerged as factoring into the decision to enter tourism. Among the women working in the tourism industry that were surveyed, only 10% possessed an educational qualification beyond A/Ls, consisting of either university or technical college education.

The event brought together industry experts and key stakeholders to discuss the identified barriers to women's employment in tourism and explore business models that enforced inclusive recruitment practices and advocacy programs. 

Dr. Paul Zeccola, First Secretary (Political and Economic) to the Australian High Commission in Sri Lanka, was the Guest of Honour. Delivering the keynote address, he highlighted Australia is proud to be a part of the recovery of the tourism sector that holds much potential for investment and growth of Sri Lanka. He further added that the longstanding partnership between Australia and Sri Lanka is to build inclusive business models that strengthen women’s economic participation. 

The event also featured a panel discussion examining challenges to and solutions for integrating more women into the industry which was facilitated by Dinushka Chandrasena, followed by an interactive question and answer session. The panel comprised Shiromal Cooray, Managing Director Jetwing Travels; Manesh Fernando General Manager Hilton Colombo; Chandi Dharmaratne, Chief People Officer Dialog Axiata PLC; and Mathi Thayanan, Tourism Country Team Coordinator, MDF Sri Lanka.

The industry-leading panel shed light on some of the most pressing issues faced by the industry, followed by suggested strategies for fostering an inclusive workplace that unlocks the full potential of the diverse talent available in Sri Lanka.

“We believe that by harnessing the insights from this research, we can drive meaningful progress towards achieving gender parity while embracing diversity and inclusion within the tourism sector” said Malik J Fernando, Chair of the Tourism Alliance. "Through collaborations and collective action, we aim to create a more equitable industry that benefits businesses, employees, and the society at large”

MDF Sri Lanka Country Director Maryam Piracha further added that, “MDF is committed to strengthening partnerships that champion women's engagement in the tourism sector. We aim to work with the private sector to encourage inclusive practices that combat negative perceptions and provide new opportunities for women. MDF is confident that this initiative will encourage the industry to embrace inclusive business strategies, enhancing business competitiveness while creating new avenues for women's advancement.”

The presentation and panel discussion were followed by an evening where guests had the opportunity to engage in thought-provoking conversations aimed at resolving some of the most pressing issues related to Women in Tourism.  Together, the Tourism Alliance and MDF are committed to supporting the growth of the industry as Sri Lanka's Tourism sector recovers by encouraging businesses to invest in developing inclusive opportunities that offer diversified tourism services that cater to evolving global travel trends.