The Role Women Play in Tourism in Kenya

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THE ROLE OF WOMEN IN TOURISM IN KENYA

By Joanne Ndirangu

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Women play a significant and multifaceted role in the tourism industry in Kenya. Their involvement spans various aspects of the sector, contributing to its growth and development. Here are some key roles and contributions of women in tourism in Kenya:

·???????? Entrepreneurship: Women in Kenya are actively involved in starting and managing their own tourism-related businesses. This includes running guesthouses, restaurants, souvenir shops, and tour agencies. These enterprises often cater to tourists and contribute to the overall tourism experience in the country. In some countries, tourism has almost twice as many women employers as other sectors, offering significant opportunities for women to run their own enterprises. In Indonesia, Malaysia, the Philippines, and Thailand, more than half of tourism businesses are run by women. Illustrating this point, it is estimated that more than one million women host on Airbnb, making up 55% of the global Airbnb community, and 59% of the platform’s top hosts called Superhosts. In 2016, more than 200,000 women hosts worldwide each earned at least USD5,000 from Airbnb.

·???????? Craftsmanship and Artistry: Women artisans and craftswomen create traditional and contemporary crafts that are popular with tourists. These handmade products, such as beadwork, clothing, and jewelry, are often sold to visitors in markets and shops, providing an essential source of income for women in rural areas.

·???????? Hospitality and Service: Women work in various hospitality roles, including as receptionists, wait staff, and housekeepers in hotels and lodges. They play a crucial role in ensuring that tourists have a positive and comfortable experience during their stay in Kenya.

·???????? Conservation and Ecotourism: Many women are involved in conservation efforts, working as guides in national parks and reserves, as well as participating in research and wildlife protection. They play a significant role in raising awareness about environmental issues and promoting ecotourism.

·???????? Tour Guiding: Women work as tour guides, sharing their knowledge of Kenya's history, culture, and natural beauty with visitors. They often lead tours to national parks, wildlife reserves, and cultural sites.

·???????? Tourism Management and Marketing: Women are involved in management positions in various tourism organizations, including government tourism boards and private companies. They also participate in marketing and promotion efforts, helping to attract tourists to Kenya.

·???????? Empowerment and Education: Women's involvement in the tourism industry has empowered them economically and socially. Tourism-related jobs often provide opportunities for women to access education and training, which can lead to improved livelihoods and a stronger voice within their communities.

·???????? Cultural Preservation: Women are essential for preserving and showcasing Kenya's rich cultural heritage. They participate in cultural performances, storytelling, and traditional ceremonies that enrich the tourist experience and help preserve local traditions. Many studies report that women benefit from their interactions with other cultures, which are facilitated by tourism. Women interviewed for a study in Costa Rica, Belize, and Honduras viewed working in tourism very positively, saying that tourism provides them with a much better life than other paid work in the dairy or citrus fruit industries. Younger women also mentioned that it was a great way to earn a living, and an opportunity to meet a diverse array of people and gain more confidence through these interactions.

·???????? Advocacy and Policy Development: Women's organizations and advocacy groups work to address gender disparities within the tourism industry. They promote policies and initiatives that aim to increase women's participation in decision-making processes and ensure equitable opportunities. Women are more likely to have a leadership voice in tourism governance than in other arenas. The UN Global Report on Women and Tourism 2010 found that women are more likely to be government ministers in tourism than ministers in other areas. It also found that women are more likely to run private sector associations and lead NGOs on tourism than in other sectors.

While women in Kenya have made significant contributions to the tourism sector, challenges such as gender inequality, access to resources, and education still exist. Efforts to promote gender equality and provide support for women in the tourism industry are ongoing, as they continue to play a vital role in the country's tourism and economic development. Women's participation in the tourism industry in Kenya, as in many other countries, holds significant importance for various reasons:

·???????? Economic Empowerment: Women's involvement in tourism provides them with opportunities for income generation and economic independence. Tourism-related businesses such as hotels, restaurants, handicrafts, and tour guiding offer employment and entrepreneurship prospects that can contribute to their financial stability and overall well-being. Women continue to be paid less and are underrepresented in certain tourism occupations and management levels. The UN report on women in tourism shows significant regional variation in pay with women still typically earning 10-15% less than their male counterparts.

·???????? Poverty Alleviation: Tourism can be a powerful tool for poverty reduction. When women have access to job opportunities and entrepreneurial ventures in the sector, it can help lift them and their families out of poverty. This, in turn, contributes to the overall economic development of the country. Research in Iran found that although women were often more highly educated than men, they were not allowed to take up positions in line with their educational qualifications because of a governmental regulation preventing hotels from hiring women for senior positions. These statistics are further reinforced by a ‘culture of shame’ of working in the tourism industry and the reluctance of women to work outside of the home due to societal pressures.

·???????? Cultural Preservation: Women often play a vital role in preserving and promoting the cultural heritage of Kenya. They are involved in traditional arts and crafts, storytelling, and culinary traditions, all of which are important aspects of the tourism experience. Women's participation helps maintain and showcase these cultural assets to visitors.

·???????? Community Development: Women's involvement in tourism-related activities can lead to community development. They may reinvest their income back into their communities, leading to improved infrastructure, healthcare, education, and other essential services.

·???????? Gender Equality: The tourism sector can serve as a means to promote gender equality by providing women with opportunities traditionally reserved for men. This challenges gender stereotypes and empowers women to take on leadership roles in the industry. Key persistent challenges in the tourism sector include, a high degree of gender-role stereotyping with women often to be concentrated in lower-paid spa, clerical, and cleaning jobs. Underrepresentation of women in more lucrative professions, such as tour guides, chefs, and land-and water-transportation positions, widespread disparities in women’s access senior technical and managerial roles, discriminatory laws and practices in many countries that prevent women from working on or starting their own businesses.

·???????? Diversification of Tourism Offerings: Women's participation can diversify the tourism experience in Kenya by offering unique perspectives and services. For instance, women entrepreneurs may create specialized tours, cultural performances, or crafts that add to the richness of the tourist experience.

·???????? Sustainable Tourism: Women often have a strong connection to the environment and natural resources. Their involvement in tourism can promote sustainable practices, emphasizing responsible and eco-friendly tourism that helps protect Kenya's natural beauty.

·???????? Enhanced Customer Experience: Women can provide a different and more personalized approach to tourism services, ensuring that tourists feel welcome and enjoy a richer, more authentic experience. This can lead to repeat visits and positive word-of-mouth recommendations.

·???????? Increased Tourism Revenues: When women are active participants in the tourism industry, it can lead to increased tourism revenues for Kenya. A diverse and inclusive industry is more appealing to a wider range of visitors, leading to greater economic benefits for the country.

·???????? Empowerment and Education: Women who work in the tourism industry often gain skills and knowledge that can be applied in other areas of their lives. This can lead to better education and empowerment, improving their overall quality of life.

In conclusion, women's participation in the tourism industry in Kenya has multifaceted benefits, from economic empowerment to cultural preservation and sustainable development. Encouraging and supporting women's involvement in the sector is essential for the country's overall growth and the well-being of its citizens. The potential for a gender-equal tourism industry is promising, but there is still much more to do to reduce stereotypes, enable entrepreneurship, and foster leadership by women.

https://documents1.worldbank.org/curated/en/401321508245393514/pdf/120477-WP-PUBLIC-Weds-oct-18-9am-ADD-SERIES-36p-IFCWomenandTourismfinal.pdf