Sierra Leone is preparing to host the UN Women in Tourism Africa Regional Congress in Freetown from October 29-31, 2024.
Under the theme “Beyond Empowerment to Education, Innovation, and Finance Access,” the event is being organised in collaboration with UN Tourism and supported by UN Women and the African Union.
The three-day congress will gather prominent leaders, policymakers, and women entrepreneurs from across Africa to discuss practical strategies for advancing women’s roles in the tourism sector.
Tourism plays a crucial role in Africa’s economic growth, and women make up nearly 67% of the continent’s tourism workforce.
Despite this, they are under-represented in leadership roles and face barriers to accessing finance, education, and technological innovation.
This congress aims to address these challenges by moving beyond traditional empowerment rhetoric to focus on concrete tools, resources, and solutions that will enable women to thrive in the industry.
The three-day event will feature high-level panel discussions, mentorship opportunities, case studies on gender-responsive policies, and a workshop on financial access.
Emphasising innovation and education, the congress will also offer sessions on integrating new technologies, digital tools, and business strategies to support women entrepreneurs in the tourism sector.
The event aligns with several United Nations Sustainable Development Goals (SDGs), including SDG 5 on gender equality, SDG 4 on quality education, SDG 8 on decent work and economic growth, and SDG 10 on reducing inequalities.
Hon. Nabeela Farida Tunis, Sierra Leone’s Minister of Tourism and Cultural Affairs and Chair of the Women in Tourism Leadership Africa Committee (WITLAC), emphasised the significance of the event:
Hon. Nabeela Farida Tunis, Sierra Leone’s Minister of Tourism and Cultural Affairs
“Tourism is a vital space where women can lead, but we must equip them with the right tools—education, innovation, and access to finance—to succeed. This congress is about action, not just words. We’re here to create a roadmap for advancing women’s leadership and participation in the tourism sector.”
Tunis also highlighted the interconnectedness of tourism and other development goals. “Tourism is not only about gender equality under SDG 5 but also touches on SDG 4 through education, SDG 8 through decent work, and SDG 10 by reducing inequalities. This congress is an opportunity to create synergies that can transform societies across Africa.”
Elicia Grandcourt, Director for Africa at UNWTO, reiterated the importance of breaking down the barriers that limit women’s potential in the tourism industry.
“Women are the backbone of the tourism sector, yet they face obstacles that prevent them from fully realising their leadership and innovation potential. This congress will provide an environment where women can access the education, technology, and financial tools they need to create sustainable, inclusive tourism businesses. We aim to help women not just participate in tourism but lead and thrive in this dynamic sector.”
Grandcourt further stressed the significance of the congress for the future of African tourism. “The future of African tourism is female-driven, and by removing these barriers, we are ensuring that women will play a central role in shaping the industry’s future.”
Confirmed speakers and panellists at the event include Ms. Elicia Grandcourt, Director for Africa, UN Tourism; Ms. Natalia Bayona, Executive Director, of UN Tourism; Mrs. Oulimata Sarr, former Minister of the Economy, Planning, and Cooperation of Senegal; and former UN Women Regional Director for West and Central Africa; and Kojo Bentum-Williams, Senior Expert on Communications in Africa, UN Tourism.
These key figures will engage in discussions on promoting women’s leadership and providing greater access to finance, education, and digital tools within the tourism sector. Ministers from Zimbabwe, South Africa, and Malawi, along with representatives from organisations such as AfCFTA, AUDA-NEPAD, and ECOWAS, will also contribute to conversations on creating gender-responsive tourism policies.
A key focus of the congress will be digital transformation, with a dedicated session on how women in tourism can leverage new technologies to enhance their businesses. Contributions from companies such as Meta, Airbnb, and AMADEUS IT Group will explore digital tools and platforms to empower women entrepreneurs in tourism.
Hon. Tunis sees this event as a game-changer for women in African tourism. “This congress is more than just a forum for discussion. It’s a commitment to moving beyond empowerment conversations and toward real, tangible change. We’re bringing together women leaders, innovators, and entrepreneurs from across Africa to take actionable steps in shaping the future of tourism.”
The congress will also feature permanent exhibitions showcasing the work of women in tourism from Sierra Leone and across Africa, providing networking opportunities and highlighting successful women-led ventures.
The event will conclude with a closed session chaired by Tunis, where the WITLAC Action Plan for 2025-2026 will be outlined. This plan will focus on fundraising strategies and expanding women’s participation in tourism leadership.
With this congress to be held in the last week in October, Sierra Leone is taking a bold step forward in empowering women in the tourism sector by addressing the obstacles they face and providing the tools and knowledge necessary for leadership and innovation.
