A recent study conducted by Australia’s Market Development Facility (MDF) has illuminated the factors influencing women’s involvement in Sri Lanka’s tourism sector, revealing a spectrum of challenges and opportunities.
Presented last week at an event titled “Women in Tourism: Advocate Engage Achieve,” jointly organized by the Sri Lanka Tourism Alliance (SLTA) in collaboration with MDF, the study findings provided a platform for industry stakeholders to engage in constructive dialogue and co-create solutions aimed at enhancing women’s participation in the field.
Examining provincial-level variations in women’s decision-making processes, the study offered several key insights to address the gender disparity within the sector. It emphasized the significance of inclusive practices and advocacy initiatives to empower women and tackle the identified obstacles hindering their employment in tourism.
Among the findings were women’s reported lack of awareness about available opportunities in the tourism industry, coupled with concerns regarding societal perceptions. The study underscored the importance of investing in women to bridge the gender gap, emphasizing the necessity for scalable solutions grounded in a thorough understanding of women’s needs and challenges.
Despite Sri Lanka’s total female population of 11.4 million, constituting 55% of the employable demographic aged between 20-60 years, the study revealed that only approximately 30-35% of women are economically active, with less than 10% represented in the tourism workforce.
Referrals emerged as the primary method of entry into the industry, with family influences—particularly from male family members such as fathers or spouses—playing a significant role in employment decisions, as cited by 44% of women, predominantly spouses, highlighting the influence of societal norms.
The study also indicated that fewer than 10% of women working in the tourism sector possessed educational qualifications beyond Advanced Level (A/L) examinations, suggesting a potential barrier to entry for women aspiring for higher-level positions.
Moreover, provincial disparities were evident, with Uva, Central, and North Western Provinces exhibiting a greater inclination among women to pursue careers in tourism compared to the Western Province. In terms of job search methods, the study found that 72% of women in the Northern Province heavily relied on newspaper advertisements, showcasing regional variations in preferred sources of information.
Despite the challenges identified, the study highlighted positive shifts in perceptions among women who entered the tourism industry, indicating that negative perceptions often dissipate once women are actively involved in the sector.
However, retaining women post-marriage, overcoming language barriers, and addressing unsupportive middle management were identified as ongoing challenges within the industry.
In response to these findings, the study emphasized the importance for industry experts, companies, and stakeholders to explore business models fostering greater gender diversity and inclusivity within the tourism sector, thereby positioning Sri Lanka as a safe and vibrant destination for all. Australian High Commission’s First Secretary (Political and Economic) Dr. Paul Zeccola, MDF Sri Lanka Country Director Maryam Piracha, and SLTA Chair Malik J. Fernando expressed their commitment to supporting Sri Lanka’s tourism industry.
The event also featured a panel discussion with industry leaders, including Jetwing Travels Managing Director Shiromal Cooray, Hilton Colombo General Manager Manesh Fernando, Dialog Axiata PLC Chief People Operating Officer Chandi Dharmaratne, and MDF Sri Lanka Tourism Country Team Coordinator Mathi Tayanan.
Source: DailyFT
