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Opportunities for Women in Tourism Increasing Across Middle East

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Fewer than one in 10 tourism workers in the Middle East are women though this proportion is steadily increasing, new research has found. The Regional Report on Women in Tourism in the Middle East, released today by the World Tourism Organization (UNWTO) and the Ministry of Tourism of the Kingdom of Saudi Arabia, highlights the progress that has been made, as well as opportunities to further advance gender equality in the sector.

The new publication, which complements the Global Report on Women in Tourism, Second Edition, was compiled within the framework of the Saudi Arabia G20 2020 Presidency. It highlights the positive steps that have been taken at a policy level in recent years while demonstrating the work still needed to achieve UN Sustainable Development Goal 5 in the Middle East, particularly when compared with other world regions.

The key findings of the report show that:

  • 8% of people employed in tourism in the region are women, compared to 16% in the overall economy of the region. At a global level 54% of people employed in tourism are women compared to 39% in the broader global economy
  • Women are well-educated but not entering the tourism workforce.
    Women have higher rates of tertiary education than men yet remain considerably underrepresented in employment.
  • The public sector is leading the way for women in leadership roles.

21% of tourism Ministers are female in the region compared to 23% at a global level

UNWTO Secretary General, Zurab Pololikashvili, said “Tourism has historically provided abundant opportunities for women’s empowerment all over the world.  In the Middle East, while there is much progress still to be made, our Member States are leading the charge. As tourism restarts, we will work with them to ensure gender equality remains center stage in their recovery plans, empowering women to become financially independent, challenge stereotypes and start their own businesses.”

Gender gaps in employment and entrepreneurship

The reports also shows that in employment, self-employment and SME ownership, women’s participation is significantly lower that men’s across the region with a reluctance towards working in tourism. Concerns over balancing family and work life conciliation and legislative barriers were all found to be among the primary contributing factors for this.

Public sector providing opportunities

According to the latest data, 21% of regional tourism minister positions were filled by women in 2019. The report also highlights a rich mosaic of women in senior tourism positions and a raft of policy level initiatives such as Saudi’s Vision 2030, Egypt’s Tourism Reform Programme and the United Arab Emirates’ Gender Balance Council.

The recent nature of many of these policy initiatives mean it is still too early to evaluate the results, particularly in the private sector. This report aims to act as a benchmark for future research into the effects of these policies and to catalyze further work towards gender-equality. Research is also considerably hampered by the lack of sex-disaggregated tourism data being collected and reported, with participation in UNWTO’s fledgling ‘Measuring the Sustainability of Tourism’ initiative forming one of the key recommendations of the report.

The General Supervisor for International Cooperation at the Saudi Arabia Ministry of Tourism, Ms. Haifa Al-Jedea, said: “Historically, women have played a vital role in tourism, and in light of the Kingdom’s Vision 2030, Saudi has made a concerted effort to facilitate and encourage more women to participate in the sector through improved legislation, new policies, education, supporting SMEs and career development. We hope to be a leader for women’s empowerment in tourism and look forward to cooperating with our neighbors and international partners to break any remaining gender barriers in tourism locally and internationally.”

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Tourism

New Report Shows Value of IP to the Tourism Sector

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A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favorable ecosystem for innovation, entrepreneurship and investment in the sector.

The publication, entitled “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialized and that the benefits are shared by all.

In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”

“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they added.

The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.

Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.

To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.

Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector’s growth  in these challenging times.

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UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel

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The World Tourism Organization (UNWTO) and the International Air Transport Association (IATA) announce a Destination Tracker in preparation for the restart of international travel. It is the result of both organizations joining efforts to boost confidence and accelerate recovery of the tourism sector when borders reopen. The UNWTO-IATA Destination Tracker is a new free online tool for governments to provide information on COVID-19 requirements for travel and the measures in place at the destination.

The tool is available through the websites of both organizations and will provide information on: 

  • COVID-19 Indicators including infection rates, positivity rates, and vaccination roll out by destination/country.
  • Air Travel Regulations, including test and quarantine requirements, provided by IATA’s Timatic solution.
  • Destination Measures, including general health and safety requirements such as use of masks, transit through a country, curfew, or regulations related to restaurants and attractions, provided by national tourism organizations.  

The Destination Tracker will fulfil a key need by providing clarity on COVID-19 measures affecting tourism. The situation for travelers is complex with UNWTO data showing that one in three destinations remains closed to tourists. Moreover, restrictions and in-country measures are continuously being revised. 

Governments can use the Destination Tracker to post COVID-19 travel information so that potential travelers will know what to expect at their destination. When fully populated with updated destination information, travel stakeholders including Destination Management Organizations (DMOs) and travel agencies, will be able to obtain the latest destination information, enabling travelers to make informed decisions when borders reopen and travel resumes. The development of the Tracker framework is now complete. Up-to-date information on COVID-19 indicators and air travel regulations is available and systematically updated. Destination information is being progressively uploaded, expanded and updated with official sources as the COVID-19 situation evolves.

UNWTO Secretary-General Zurab Pololikashvili says: “UNWTO is pleased to reinforce its partnership with IATA, a UNWTO Affiliate Member, to provide this important tool. Travelers and companies will be able to check requirements in place for air travel, as well as what measures will be in place at the visited destination. We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector.”

“It has been more than a year since the freedom to travel was lost as COVID-19 measures saw borders close. When governments have the confidence to re-open borders people will be eager to travel. And they will need accurate information to guide them. With the support of national tourism organizations, the UNWTO-IATA Destination Tracker will help travelers and travel companies obtain the latest information for travel planning,” said Willie Walsh, IATA’s Director-General.

The UNWTO-IATA Destination Tracker builds on the existing partnership between the two parties. In October 2020, UNWTO and IATA signed a Memorandum of Understanding to work together to restore confidence in international air travel. The agreement will also see the two agencies partner to foster innovation to drive the restart of tourism, promote greater public-private collaboration in the field of aviation and the tourism sector in general, and advance progress already made towards achieving greater sustainability and resilience.

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Tourism

UNWTO and Facebook: Leverage Digital Marketing to Restart Tourism

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The World Tourism Organization (UNWTO) and Facebook have partnered to help global destinations make use of the power of digital marketing as they look to welcome tourists back safely.

Over the past year, the United Nations specialized agency for tourism has been supporting its Member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing can help destinations gain a competitive advantage in the challenging months ahead.

Three sessions, one each in English, Spanish and French, welcomed participants from 30 countries. The sessions focused on Facebook and Instagram Communication Insights and Best Practices, with participants also given an overview of digital tools and tips for communicating with their target audiences, including through Messenger and WhatsApp. Alongside this, the sessions highlighted the importance of metrics and other key tools in measuring the success of digital marketing campaigns, and role of advertising and creativity in reaching new audiences.

Sandra Carvao, UNWTO Chief, Market Intelligence and Competitiveness, says: “We are very happy to have Facebook on board with us to bring the fundamentals and best cases of digital marketing to our Members. Our partnership will help destinations be better prepared for a new market framework and allow them to use data and digital marketing to reach new audiences and restart their tourism sectors.  

Nicolai Gerard, Facebook EMEA Government Politics & NonProfit Marketing Solution Director says: “We are very pleased to work with UNWTO to help global destinations take advantage of all the benefits that digital solutions and tools can offered. In the times we are living, it is key for the travel industry to implement digital marketing strategies to accelerate the road to recovery.  With this partnership, we believe that travel destinations will gain the necessary tools and skills that will allow them to use all the services available through our family of apps”.

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