Community and Fair Tourism: how can we remove barriers to gender equality?.

The tourism sector is one of the most dynamic in the world and represents a major economic opportunity, particularly in developing countries. But behind the growth figures and promises of local development, one reality remains: gender inequalities remain deep-rooted. Women, although very present in tourism activities, continue to encounter structural barriers that limit their full participation.

Community tourism and fair tourism offer alternatives that can transform this reality. By placing social justice, cooperation and balanced power relations at the heart of exchanges, tourism can become an empowerment lever. But to achieve this, we must recognise the obstacles that remain and put concrete strategies in place.

With this in mind, ISTO's Community and Fair Tourism Working Group invited two practitioners to share their experiences and reflections:

• Iaia Pedemonte, founder of Gender Responsible Tourism (Italy), an international platform recognised by UN Tourism, a pioneer in promoting initiatives that promote gender equality in tourism, and coordinator of ISTO's Gender Equity, Diversity and Inclusion Working Group.
• Coralie Marti, director of the Association pour le Tourisme Equitable et Solidaire (ATES), which brings together more than 35 French tourism operators and advocates an alternative model based on encounter, solidarity and economic justice.

Their contrasting perspectives shed light on both the persistent obstacles and the courses of action for truly fair and inclusive tourism.

The main obstacles faced by women in tourism

Limited access to financial resources

The first and foremost obstacle is money. In many countries, women have limited access to credit, public funding and markets. Without start-up capital, it is impossible to open tourist accommodation, set up a receptive agency or even equip a craft workshop. This financial dependence severely limits their autonomy and decision-making power.

Geographical and digital isolation

In rural and remote areas, women suffer particularly from a lack of infrastructure. The absence of electricity, transport and, above all, internet access are all obstacles that prevent communication with customers, the promotion of activities and access to online training. This digital divide, which is more pronounced among women, accentuates their marginalisation.

Lack of training and technical skills

Many women do not have access to technical training, particularly in high-value tourism professions (guiding, management, digital marketing). They find themselves confined to domestic tasks or roles considered ‘natural’ (cooking, crafts, hospitality). The result is occupational segregation that deprives them of economic opportunities and full social recognition.

The weight of stereotypes and social norms

In many cultures, women are rarely seen as fully-fledged tourism professionals. Domestic responsibilities, which are still largely assumed by women, prevent them from becoming involved in local governance or cooperatives.

The lack of reliable data

Finally, there is a persistent cross-cutting obstacle: the lack of accurate statistics on women's participation in the tourism sector. Without gender-specific data, it is difficult to measure progress, identify real needs and convince decision-makers to take action.

Solutions under development

Gender assessment applied to tourism

Iaia Pedemonte emphasises an essential but still too rare tool: gender assessment. By integrating specific indicators into tourism projects, it makes it possible to analyse gender inequalities and highlight disparities. This visibility is a prerequisite for the implementation of corrective policies.

Citizen action and local mobilisation

In many contexts, change comes directly from women. By initiating tourism projects or joining cooperatives, they transform social representations and become agents of change. Their local action inspires and engages other women, creating a multiplier effect.

Support for women entrepreneurs and networks

Facilitating access to credit, supporting the creation of women-led tourism businesses, strengthening women's networks (guides, craftswomen, digital service providers): these are all levers for breaking isolation and promoting the sharing of experiences.

Promoting invisible jobs and roles

Some initiatives focus on promoting traditionally female activities by giving them economic value. For example, preparing meals for travellers in a guest house becomes a recognised professional activity, which changes the social status of women in their community.

Inspiring initiatives around the world

Trekking guides in Nepal

More and more young Nepalese women are training to become mountain guides, a profession long reserved for men. More than 800 women are currently enrolled in a course to obtain their official licence. Their approach, attentive to the needs of female travellers and rooted in local culture, is transforming perceptions and opening up new economic opportunities in villages.

The Kerala model in India

In Kerala, an innovative community tourism programme brings together women, civil society and public institutions. Women play a variety of roles, including managing cultural activities, selling local products and welcoming visitors. A unique code of conduct protects their rights and allows them to say ‘no’ to certain forms of tourism deemed intrusive.

Madhya Pradesh: rural tourism and equity

In this Indian state, each family can host travellers in their homes, with a limited number of beds to ensure equity between households. Women also set up catering cooperatives. Some become tourist guides despite family opposition, even going so far as to divorce to defend their independence.

The Safe Streets project

In several Indian cities, the Safe Streets project trains young women in martial arts to make tourist areas safer. These ‘guardian angels’ reassure both travellers and local women, while gaining access to rewarding employment.

The perspective of fair tourism

The role of the Fair Tourism Label

In France, ATES plays a key role by gradually integrating gender equality criteria into its Fair Tourism Label. A study conducted in 2024 highlighted multiple forms of discrimination: domestic overload, exclusion from decision-making positions, and limited autonomy in income management. These findings led to the label's criteria being strengthened.

Strategies adapted to local realities

For Coralie Marti, the challenge is to reconcile universal values (equality, justice, fundamental rights) with local realities. The aim is not to impose an external model but to build with communities, based on long-term cooperation and intercultural mediation.

Concrete levers for action

Certified tour operators are developing several approaches:

• • selecting partners based on their skills rather than their gender;
  • promoting female role models to inspire new career paths;
  • supporting women's associations and promoting their products;
  • encouraging training in non-traditional professions, such as guide or manager.

In some cases, affirmative action is implemented to accelerate women's access to key positions.

Lessons learned and next steps

Four major lessons emerged from these discussions:

1. Awareness-raising is essential: many fair tourism stakeholders have good intentions but do not perceive gender inequalities without the right tools.
2. Participation in decision-making is essential: without a place in governance, women remain marginalised despite their involvement.
3. Adaptation to the local context is essential: sustainable solutions must emerge from the communities themselves.
4. Commitments must be measurable: charters, indicators and contractual clauses enable words to be transformed into concrete actions.

Conclusion: towards solidarity-based tourism as a driver of equality

All over the world, women are organising, innovating and redefining their role in tourism.

The challenge remains immense: removing the financial, social and cultural barriers that still hinder equality. But the examples cited prove that community-based and fair tourism can become a powerful driver of social justice, provided that gender is fully integrated into its practices and standards.

Further reading:

Study on partnerships in fair tourism, ATES, 2024 https://ates-tourisme-equitable.org/etudes/

Practical guide ‘Advancing gender equality in fair trade organisations’, Commerce Equitable France, 2020 https://www.coordinationsud.org/document-ressource/guide-pratique-faire-avancer-legalite-femmes-hommes-dans-les-organisations-de-commerce-equitable/

Gender equality: what role do tourism organisations play? International Social Tourism Organisation (ISTO), 2021 https://isto.international/wp-content/uploads/2022/03/Gender-equality-EN.pdf

Article written by Coralie Marti (ATES).