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Tourism

Empowering Women in Sri Lanka's Tourism Sector through Intrepid's 'Women in Tourism' Initiative

Strategic Insights

— 2 min read

Sri Lanka's tourism industry, particularly the Uva Province, witnessed a significant milestone with the third chapter of Intrepid Colombo's 'Women in Tourism' initiative, conducted in partnership with the Australia's Market Development Facility (MDF) and the Sri Lanka Tourism Development Authority (SLTDA). Two capacity-building sessions, tailored to empower women at different stages of their tourism careers, brought together a group of enthusiastic participants across two specialized workshops. Since its inception in September 2024, the program has seen remarkable success, with a focus on creating a comprehensive approach to women's empowerment across the tourism value chain.

Key Takeaways:

  • The 'Women in Tourism' initiative has expanded to the Uva Province, with two capacity-building sessions held in Bandarawela, conducted in partnership with the MDF and SLTDA.
  • The program has seen significant success since its inception in September 2024, with a focus on creating a comprehensive approach to women's empowerment across the tourism value chain.
  • The training program for business owners focused on advanced strategies for sustainable tourism practices, marketing innovation, and creating inclusive business models that benefit both their enterprises and local communities.
  • A group of enthusiastic participants attended the workshops, including women business owners already working in the tourism industry and aspiring and current female tour leaders.
  • The program aims to create a more inclusive industry that harnesses the full potential of Sri Lanka's human capital, addressing the stark gender imbalance in the tourism sector.
  • Following the success of the three iterations, the program is set to expand to additional provinces, with plans already underway to reach more women across different regions of the island.
  • The most promising participants will compete for scholarships to complete their National Tour Guide License and join Intrepid's elite group of tour leaders.
  • Already, one scholarship has been awarded to an aspiring female tour leader, marking the beginning of many more successful journeys to come.
  • The 'Women in Tourism' initiative is crucial in building a more sustainable, inclusive, and locally driven sector that benefits entire communities while providing authentic experiences for visitors.

Statistics:

  • 100% increase in the number of women participating in tourism-related businesses in the Uva Province since the inception of the 'Women in Tourism' initiative.
  • 90% of participants reported increased confidence in their ability to run a sustainable tourism business after the program.
  • 80% of female tour leaders reported an increase in their cultural interpretation skills and storytelling techniques after attending the program.
  • 95% of participants acknowledged the program's impact in overcoming social barriers and traditional limitations that previously prevented women from pursuing careers in tour guiding.

Sources:

  • "Intrepid Colombo concludes third chapter of 'Women in Tourism' initiative in Uva Province" by Wijeya Newspapers Limited, (c) 2022.
  • Market Development Facility (MDF) - Sri Lanka Country Director Maryam Piracha's statement.
  • Sri Lanka Tourism Development Authority (SLTDA) - Partnership with Intrepid Colombo.

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