How Women Are Breaking Barriers In Africa’s Sustainable Tourism Industry

World Bank’s recent report estimates that every dollar invested in adolescent girls’ empowerment in Africa between 2025 and 2040 could generate $2.4 trillion in economic impact.

During Davos 2025, a discussion about the untapped power of supporting women entrepreneurs in Africa took place with Faustina Fynn-Nyame, executive director of Children’s Investment Fund Foundation (CIFF) Africa, Myriam Sidibe, founder of Brands on a Mission and Paul Polman, business leader, philanthropist and former CEO of Unilever.

In the write-up, the speakers highlighted that not investing in women’s empowerment is a missed business opportunity beyond its social impact since women make up 58% of Africa’s self-employed workforce and control 70% of consumer spending across the continent. Yet, gender disparities limit their full economic potential.

For International Women’s Day, I interviewed four trailblazing African-born women in sustainable tourism who successfully carved out space in this traditionally male-dominated industry. But in this article, the focus is on the power of women’s empowerment, how uplifting women is not only shaping travel and conservation but also creating a lasting effect for local communities.

Access To Capital Is One Of The Missing Pieces In Women’s Rise

Sarah Dusek, founder of Few & Far passionately believes that business can be a force for good and an active solution to systemic problems. “Having worked in the not-for-profit world, I know that creating sustainable solutions to some of our biggest global problems is best addressed using business as the vehicle,” she says in an email interview.

However, she mentions that “funding for women-led businesses is exceptionally poor,” She co-founded Enygma Ventures, a purpose-driven investment fund to focus on empowering women entrepreneurs in Sub-Saharan Africa.

“Lack of access to capital combined with a strong desire to focus on sustainability and social impact has forced me to forge pathways that didn’t already exist,” she continues.

Dusek believes that access to funding, mentorship and a supporting network is how you can pave the way for future generations of women leaders in the space. That is why Enygma Ventures directly invested $10 million in funding over the last five years.

Lydia Eva Mpanga, founder of Nkuringo Safaris, also agrees that securing investment or loans remains a significant challenge for many women entrepreneurs in Africa’s tourism sector.

In an email interview, she shared that the tourism industry in Africa should actively create pathways for women to lead, guide and take ownership beyond the frontline hospitality roles. She sees mentorship and access to funding as the critical first steps in making this a reality.

Why Women In Tourism Still Have To Prove Themselves?

“Women bring a unique perspective to the table, so we need to keep pulling up chairs, making room at the table for differing voices and perspectives,” says Dusek.

But even having a seat at the table does not guarantee recognition. “There were moments when I walked into meetings, and people assumed I was an assistant rather than a decision-maker,” says Mpanga, who operates a luxury destination management company in East Africa.

However, the experience in North Africa is no different. Siham Lahmine, owner of Morocco’s only local woman-owned culinary and luxury heritage tour company, faced skepticism from the start.

Early in her career, she recalls hearing remarks like, “Look at her, she is still a kid who thinks she can work in this industry” or that “Tourism will be ruined now that women are entering it.” Rather than letting the criticism deter her, she chose to ignore the negativity and focus on carving her path.

As an American-born woman of color in African tourism, Candice Mortimer, PR & marketing director at Alex Walker’s Serian, has struggled to have her voice heard despite holding a master’s degree in tourism from a world-recognized university. In an email interview, she shared that she has repeatedly had to justify her success and explain that her success is not mere luck but the result of years of hard work and creating her own opportunities.

In an email interview, Holly Budge, founder of How Many Elephants, a women-led non-profit organization supporting 5,500+ female rangers and funding projects in 24+ countries across Africa, Asia, and South America, shared that “Early on, I noticed people often questioned my abilities or assumed I needed to prove myself more than my male counterparts. I overcame this by letting my actions speak louder than words. I built credibility through results and used every opportunity as fuel to push forward.”

Leading By Example Since Change Starts With Actions

Louise Cottar, CEO of Cottar’s Safaris, a fifth-generation Kenyan safari company founded in 1919, believes that leading by example is the most powerful way to drive change.

Cottar put into action the research findings that show how gender diversity in executive teams enhances business performance. With women making up 60% of her executive management team, Cottar’s Safaris has consistently outperformed competitors in awards, profitability and corporate social responsibility.

“African women, who are often naturally community-orientated, bring empathy, strong leadership and collaborative spirit to the workplace,” she says. Her success proves that inclusivity is not just good ethics; it is good business.

She is particularly proud of being a chair at The Long Run, a not-for-profit organization that supports a global community of businesses and change-makers leading the sustainable tourism movement. Its members protect and regenerate over 21 million acres of biodiverse landscapes worldwide and improve the lives of more than 130,000 people through education and employment in over 100 unique cultures globally.

Highlighting Success Is A Powerful Tool For Women’s Empowerment

All the women I interviewed agreed on one key factor: visibility matters. Leading by example is important, but highlighting those successes for the world to see is equally so. Inspiring the next generation can also reinforce the belief that breaking barriers is possible.

Lahmine firmly believes that the greatest barrier women face is fear. However, when young women see other women succeed, they will trust that they, too, can achieve it.

When asked about her proudest achievement, she mentioned training women to become local chefs capable of hosting private cooking classes.

“The joy reflecting in their eyes is beautiful, seeing them proud of engaging with travelers, being valued for their knowledge, and earning income from their services creates meaningful transformation at the best level,” she says proudly.

Budge also feels that same. “Representation plays a key role in shifting perceptions,” she says. Showcasing examples in tourism marketing can help challenge traditional gender roles and inspire more women to join the sector.

When asked about her proudest moment, she named launching World Female Ranger Week and seeing its impact firsthand. “I remember visiting a team of female rangers in Kenya, where they told me how my campaign helped them gain international recognition, secure funding, and inspire more women to join their ranks,” she recalled. You probably heard of them. They are the Black Mambas Anti-Poaching Unit, featured on multiple media outlets including Forbes Africa.

When Women Succeed, Entire Communities Thrive, Causing A Ripple Effect

“African tourism is rich with potential, and when women thrive in the industry, entire communities benefit,” says Mpanga.

One transformative moment came when their team facilitated training and employment opportunities for local women, helping them transition from subsistence livelihoods to meaningful careers in hospitality and guiding.

She recalled that uplifting even just one woman who once sold handicrafts by the roadside to a guest services manager can have a powerful ripple effect. “Seeing her confidence, growth and ability to support her family reinforces why we do this work,” Mpanga reflects.

For Mortimer, watching female guides and hospitality staff build successful careers while balancing family life has been deeply inspiring.

Budge adds that by fostering community-led tourism initiatives, women are given platforms to share their expertise while directly benefiting their families and local economies. “One ranger shared that before she became a ranger, she had very limited opportunities, but now she was protecting wildlife, earning a stable income, and supporting her family. It was a full-circle moment, seeing how an idea I had turned into a movement that directly improves lives and conservation efforts,” she recalled.

The Legacy Of Women In African Sustainable Tourism

As Africa’s sustainable tourism industry evolves, one key question remains: How can we ensure that women continue to lead and shape the future of travel, conservation and community development?

The women I interviewed are a force of nature, driving initiatives to prove that responsible tourism is more than just minimizing impact. It is about creating opportunities, fostering inclusion and empowering local communities.

“These changes position African tourism as a powerful force for gender equality and economic transformation,” Budge emphasized.