When Women Rise, Communities Thrive: The Economic Power of Female-Led Tourism

Deputy Minister Sotyu leads the charge of women as architects of the future of sustainable tourism at Africa’s Travel Indaba 2026

Durban, KwaZulu-Natal — As the sun rose over the Durban shoreline, a powerful message of resilience and economic empowerment echoed through the Royal Majestic Hotel. On Wednesday, May 13, 2026, Deputy Minister of Tourism Maggie Sotyu took center stage at the Women in Tourism Business Breakfast, a flagship event running parallel to Africa’s Travel Indaba (ATI) 2026.

Under the compelling theme, “Leading the Change: Women Shaping a Sustainable Future,” the gathering brought together a diverse coalition of women leaders, entrepreneurs, and policymakers to address the critical role of women in driving the continent’s tourism economy.

More Than Participation: Building the Economy

Deputy Minister Sotyu began by dismantling the notion that women are merely participants in the tourism sector. “Across South Africa, and indeed across the African continent, women are not simply participating in tourism – women are building tourism,” she declared.

From preserving cultural heritage to sustaining communities in rural villages and townships, Sotyu highlighted that women are the backbone of the industry. They are the ones operating guesthouses, crafting cultural products, and weaving indigenous knowledge into visitor experiences.

“When women rise in tourism, communities rise with them.”

This sentiment underscored the core message of the day: empowering women is not just a social good; it is an economic imperative. A sustainable tourism future cannot be built if women remain on the margins of ownership, leadership, and opportunity.

Honesty About the Challenges

While celebrating a decade of the Women in Tourism Programme (established in 2013), Sotyu offered a frank assessment of the hurdles that still persist. Too many women-owned enterprises remain excluded from:

• Access to funding and capital.
• Mainstream tourism markets.
• Senior leadership and ownership structures.
• Digital inclusion and modern mentorship networks.

“We must be honest about the challenges,” Sotyu urged, noting that transformation is a process, not a one-off event. She pointed to the need for deliberate partnerships to ensure that women can access the tools they need to compete in a rapidly evolving landscape.

Digital Transformation and the Next Generation

The Deputy Minister also turned her gaze to the future, emphasizing that the tourism sector is undergoing a digital revolution driven by AI, data analytics, and smart travel solutions.

She warned that if women are left behind in this digital shift, the sector will lose out on a generation of innovators. “Women entrepreneurs must be empowered to participate fully in the digital tourism economy,” she stated, calling for robust support systems to help women-owned businesses adapt and thrive in both domestic and international markets.

A Call to Action for the Next Generation

Sotyu concluded with a rallying cry to the “Architects of the future” present in the room. She challenged the women leaders to:

• Strengthen collaboration and mentorship networks across all provinces.
• Open doors for the next generation of young women entering the sector.
• Ensure that transformation leads to measurable impact, not just policy statements.

“To all the women gathered here this morning: your presence in this sector matters. Your leadership matters. Your voice matters,” she affirmed.

As the breakfast concluded, the atmosphere was charged with renewed purpose. The gathering at ATI 2026 has set a clear trajectory: a tourism sector where women are not just included, but are centrally positioned to lead, innovate, own, and thrive.