Sierra Leone is set 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 congress will be organised in collaboration with UN Tourism, supported by UN Women and the African Union.
The event will bring together influential leaders, policymakers, and women entrepreneurs from across Africa to discuss practical strategies for advancing women’s roles in the continent’s tourism sector.
Tourism is a key driver of economic growth globally, and in Africa, it plays a particularly critical role in job creation and development. However, despite making up nearly 67% of Africa’s tourism workforce, women remain under-represented in leadership roles.
They continue to face barriers such as limited access to finance, education, and technological tools needed to excel in the industry. The Congress seeks to address these challenges head-on, providing actionable tools and resources to empower women to succeed in tourism.
Over the course of three days, the event will feature high-level panel discussions, mentorship sessions, and workshops on financial access. It will place a strong emphasis on education, innovation, and the use of digital tools to help women entrepreneurs thrive in the sector. Participants will explore how to leverage new technologies to boost their businesses, in addition to discussing case studies on gender-responsive tourism policies.
The congress will align with the United Nations Sustainable Development Goals (SDGs), including SDG 5 (gender equality), SDG 4 (quality education), SDG 8 (decent work and economic growth), and SDG 10 (reduced inequalities). The goal is to foster a more inclusive tourism industry that promotes women’s leadership and creates opportunities for their greater participation in all facets of the sector.
Hon. Nabeela Farida Tunis, Sierra Leone’s Minister of Tourism and Cultural Affairs and Chair of the Women in Tourism Leadership Africa Committee (WITLAC), spoke about the broader vision of the congress:
“Tourism is a powerful engine for growth, and women are at the heart of this industry. But to truly harness the potential of women in tourism, we must move beyond empowerment to tangible action. This congress will focus on equipping women with the tools they need—access to education, innovation, and finance—to lead the sector and drive sustainable growth across Africa.”
Tunis also emphasised the role of tourism in advancing multiple development goals. “Tourism is uniquely positioned to help accelerate progress on several SDGs, not just SDG 5 on gender equality. The industry plays a pivotal role in creating decent jobs (SDG 8), providing quality education (SDG 4), and reducing inequalities (SDG 10). We have a real opportunity here to leverage tourism as a platform for transformative societal change.”
Elicia Grandcourt, Director of UNWTO’s Regional Department for Africa, highlighted the importance of removing the barriers that hinder women from reaching their full potential in the tourism industry:
“Women are integral to tourism’s success, yet they encounter challenges that limit their ability to lead and innovate. This congress is aimed at providing women with the education, financial tools, and technological resources they need to build sustainable tourism businesses. Our goal is to ensure women not only participate but lead and excel in this vibrant industry.”
Grandcourt noted that the Congress represents a defining moment for African tourism. “The future of tourism in Africa will be largely driven by women, and we must remove the structural barriers that hinder their progress. By empowering women, we are securing a prosperous and inclusive future for the tourism sector.”
Confirmed speakers and panellists for the congress include:
- Ms. Elicia Grandcourt, Director for Africa, UN Tourism
- Ms. Natalia Bayona, Executive Director, 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
- Kojo Bentum-Williams, Senior Expert on Communications in Africa, UN Tourism
These influential figures will delve into strategies for enhancing women’s leadership roles in tourism, with a focus on providing greater access to finance, education, and digital tools. The congress will also attract key ministers from Zimbabwe, South Africa, and Malawi, alongside representatives from leading organisations such as AfCFTA, AUDA-NEPAD, and ECOWAS, to discuss the creation of gender-responsive tourism policies across Africa.
The congress will include a session dedicated to digital transformation. Experts from Meta, Airbnb, and AMADEUS IT Group will lead discussions on how women in tourism can harness new technologies to boost their businesses and stay competitive in the rapidly evolving tourism landscape.
Hon. Tunis believes this congress could serve as a turning point for women’s empowerment in African tourism. “This congress is not just about conversations; it is about concrete steps toward creating a future where women play an active role in leading Africa’s tourism industry. We are committed to taking actionable steps to ensure that women have access to the knowledge, tools, and financial resources they need to lead the way forward.”
The event will also feature permanent exhibitions showcasing the achievements of women in tourism from Sierra Leone and across Africa, providing an important platform for networking and collaboration. The congress will culminate in a closed session, chaired by Tunis, where the WITLAC Action Plan for 2025-2026 will be unveiled. This plan will focus on expanding women’s participation in tourism leadership and developing strategies to secure financial support for women-led tourism ventures.
As Sierra Leone prepares to host this landmark event, the country is positioning itself as a champion of women’s empowerment in tourism, setting the stage for meaningful change across the continent. Through this congress, the nation aims to break down barriers and provide women with the tools they need to succeed and lead in Africa’s thriving tourism industry.
