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In the Asian business environment, women have made significant inroads into the areas of entrepreneurship and leadership. Specifically, in the tourism industry in Asia, there's been a surge of women taking professional and leadership roles to steer the development and growth of the industry. Yet, despite the advancement, we witness women still lagging behind men in income, career opportunities, and business ownership. UNWTO (2020) reported that although women represent more than half of the tourism workforce in the Asia-Pacific region, they are over-represented in lower-paid tourism positions and positions with poorer working conditions and that it was uncommon to find women in management. Further, gender equality issues have not been a priority topic for many tourism events, conferences or policies in Asia and the Pacific. 

She In Tourism was founded on the premise that it is critical to have women as powerful agents of change at all levels in the tourism industry in Asia to enhance the socio-economic trajectory of women. We hold a strong conviction and belief that diversity and greater representation of Asian women in entrepreneurship and leadership positions in the tourism industry have far-reaching benefits on societies, communities, and the quality of lives of women. To impact women’s economic empowerment in Asia, initiatives need to be directed towards women’s access to capital, access to markets, skills and capacity building, leadership and agency and innovation. Through the collaboration of partnerships and ideas, She In Tourism platform paves the pathways for women in the tourism industry in Asia to flourish and realize their potentials.

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