Women have great potential in tourism industry

Published on : Wednesday, July 29, 2020

In this age of social media, the world has experienced its first major health crisis, which has widely spread minute by minute. Nevertheless, a new world has appeared and brought socio-economic views. This is the age of digital transformation.

The Digital Pakistan initiative launched in Dec 2019 brings in hope that the government is dedicated towards building a digital ecosystem for increasing connectivity, improving digital infrastructure and investing in digital skills and literacy.

More and more developing countries now depend on tourism for their economic expansion, motivating entrepreneurship, innovations, and job generation. Digital technologies can provide small tourism businesses with direct access to travel consumers. Digital transformation, which is continuously developing, has radically changed the way tour operators or travel-related service providers reach out to their customers.

In the last fifteen years, tourism has intensely diversified and turned into one of the fastest-growing economic sectors globally. Globally, the women workforce is playing an important role in the tourism sector, but still, they are not well represented. According to the UNWTO, “Women are concentrated in the lowest-paid, lowest-skilled sectors of the industry and carry out a large amount of unpaid work in family tourism.”

With a vibrant tourism sector in Pakistan, we can see an increase in travel-related businesses. Hotels, guest-houses, restaurants, local festivals, tour operators, travel agencies, sports, and private tour organizers are also extending their reach through digital media.

In spite of all around improvements, women are concentrated in the lowest-paid, lowest-skilled sectors of the tourism industry, performing a large amount of unpaid work in family tourism.

Making use of technology and travel gaining impetus in Pakistan and other countries globally, and bringing in many opportunities, tourism can be a welcoming option for women entrepreneurs. Women can bring in something new and exciting in this male-dominated industry with more and more women doing business online.

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