OPPORTUNITY FOR TOURISM TO EMPOWER WOMEN

Women’s month of 2014 is also the year that South Africa acknowledges the 20 years of democracy. Therefore over the years and especially the last 20 years we acknowledge the significant milestones that have contributed to women no longer being oppressed and marginalised. More specifically have we have to review and evaluate to see if women in South Africa, Eastern Cape and closer to home in Nelson Mandela Bay have truly benefitted from the changes which have taken place?

Many strong women have led the way for us to become phenomenal women in our daily lives and shine in the City of Freedom. These women have led the way from as far back as the protests of 1953 as we remember Florence Matomela who was one of the first women volunteers in the 1952 Defiance Campaign and angered by new influx control regulations in Port Elizabeth, she led a demonstration that ended in the burning of permits. Another leader among many others from NMB was Frances Baard who began her political career in New Brighton, Port Elizabeth, when she observed the terrible state that migrant workers had to live under during those days.

We should not underestimate the gift we have been given but also realise that it is not a privilege but our right as women to be treated as equals. I also believe that government has a role to play in further counteracting the damage done by the oppression and inequality shown to women in the past but also sadly still prevalent in many areas of life and work sectors. Tourism is just one of many sectors through which I feel women can be empowered to rise and become world class business women, leaders, educators and role models.

Currently tourism in South Africa is one the largest economic drivers. Tourism has been identified in the government's New Growth Path economic strategy as one of six key job-driving sectors, along with mining, manufacturing, the green economy, infrastructure development and agriculture. Foreign tourists spent a total of R76.4-billion in South Africa in 2012; up 7.6% on the total foreign direct spend in the country in 2011. It is for this reason I feel that tourism therefore needs to analyse the current tourism employment situation and identify employment and small business opportunities for women.

The South African government (DEAT, 1996:16) emphasises the importance of tourism as the “engine of growth” of the economy and some of the reasons for recognising tourism as a growth mechanism are:

· Tourism is an economic opportunity for the country

· It is the largest producer of employment

· Tourism provides immediate employment

· Tourism is labour-intensive

· Numerous skills are used

· Entrepreneurial opportunities are created

· It leads to rural development

· If tourism is well-managed, it sustains the environment

· Tourism is effective in building cross-cultural relations, and

· Tourism is a big foreign exchange creator.

From this there is proof of opportunity and tools to utilise that tourism through the assistance of government and private sector could be a catalyst to promote Gender Equality and Empower Women. Equality from executive positions where women can lead the way by example to positions on the ground level and entrepreneurs needs to be implemented and visual for current and future generations to follow. Once women are seen in positions of power and are empowered to take advantage of opportunities big or small will we then see the violence and oppression against women decrease.

 Tourism can provide opportunities for income generation and economic empowerment for women that will affect the lifestyles, social structures and the quality of life of many people. There are however still significant barriers to women’s success. As per the World Tourism Organization (UNWTO)/UN Women report launched at the ITB tourism fair in Berlin on 11 March 2011, “Women are almost twice as likely to be employers in tourism as compared to others sectors. Tourism also offers leadership possibilities, with women accounting for one in five tourism ministers worldwide; more than in any other branch of government. Nevertheless, women are often “concentrated in low-skill, low-paid and precarious jobs, typically earn “10% to 15% less than their male counterparts, and tend to perform jobs such as cooking, cleaning and hospitality, states the report.”

A strong statement made by UNWTO Secretary-General, Taleb Rifai, is one that I tend to agree with, “This report highlights the crucial role tourism plays in empowering women politically, socially and economically. But it makes it very clear that more must be done to close the gender gap, in particular ensuring equal pay for men and women for equal work, raising employment quality and ending all discrimination.”

As we conclude the month of August which is Women’s moth, let us continue to respect, recognise uplift and represent women in the tourism sector and throughout on a continuous basis. Through tourism we have the potential to unite, uplift and transform lives through one woman who reaches the lives of many.