Who better than Gloria Guevara – head of the world’s leading private tourism and travel organization – to champion change when it comes to women’s rights in travel and tourism? Using the platform of the World Travel and Tourism Council’s upcoming global summit in Cancun, the WTTC boss will introduce a much-anticipated “Women’s Empowerment Initiative” designed to increase representation of women in senior leadership positions within the sector.

The initiative will be framed by a “Women Empowerment Declaratory” and facilitated through the launch of a Women´s Travel & Tourism Advisory Group charged with conducting broad consultation across stakeholders to identify key activities and best practices to support women across travel and tourism, including in universities, SMEs, and the corporate world.

“Travel and tourism is one of the world’s most diverse sectors and is made up of 54 percent women, and we are excited to be encouraging women’s empowerment throughout the sector,” says Guevara, WTTC’s president and CEO, adding, “I’m very proud that at WTTC we have a majority of our leadership positions occupied by women.

“The social impact of travel and tourism cannot be understated,” she continues. “I think there is no denying that this sector helps to create empathy… When there is empathy, there is a greater chance for understanding, peace, and tolerance.

“(Travel) is also a sector with purpose and with a positive social impact. It truly has the ability to transform lives and provides a lot of joy regardless of the generation, and we are looking forward to contributing to that positive impact through our initiative.”

Research from WTTC reports has shown that through supporting and promoting a diverse and inclusive workplace, companies can expect to see greater profitability, increased creativity and innovation, and a happier workforce where employees feel free and safe to be who they are. Promoting a diverse workforce is good for business, says the organization, and enables the sector to serve its clients and stakeholders better.

WTTC also maintains that if companies make significant investments in building a more inclusive, equitable and diverse workplace, they can retain the employees most affected by today’s crises and nurture a culture in which women have equal opportunity to achieve their potential in the long term.

“Women have made significant contributions in travel and tourism for generations, and our industry has the opportunity and obligation to lead the way in creating a more inclusive, equitable workforce,” stated WTTC Chairman and Hilton President and CEO Chris Nassetta.

Adds Glenda McNeal, President of Strategic Partnerships, American Express, “When we choose to empower the women in the travel and tourism sector, we choose to give them a seat at the table. That seat is a platform for not just the individual, but for the collective voices, insights, experiences, and knowledge we bring to the world as women in this industry.”

The WTTC’s global summit will be the first major conference in the ‘new normal’ of the COVID-19 world and will take place using a hybrid live-virtual format in Cancun, Mexico April 25-27.