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By Bryony van Zyl

Creating greater opportunities for women and enabling career advancement continues to be an issue, not only in South Africa, but globally. Policymakers and business leaders need to prioritise female empowerment and find ways to create more equitable workspaces.

Hospitality and tourism offer massive potential to upskill women and help improve their social and economic standing. While there’s still work to be done, here are some of the reasons why I believe these industries play an important role in empowering women across the country.

Women in South Africa’s most remote areas can find opportunities in hospitality

Women make up 56% of the labour force in urban environments, but this drops to 40% in rural areas. Remote areas often have little to no local industry, which means the members of the communities have few opportunities to secure gainful employment. 

Hospitality and tourism providers are often found in some of the most beautiful, and remote, parts of South Africa, giving them a unique opportunity to prioritise the recruitment of women living in these areas. Employing these women will not only help change their lives, but positively influence the families and communities they are a part of.

It opens up the talent pool and allows career growth

Many South Africans entering the workforce lack the education or experience needed to apply for skilled positions. In fact, as little as 40% of people who begin Grade 1, end up matriculating. These members of the population need to be able to access entry-level positions, and at the same time feel confident that they can expect an ongoing and stable source of income.

Hospitality is perfectly suited to offer a solution to this, as it has many positions with low barriers to entry, but with plenty of room for growth. Job seekers, including women, can start earning an income while learning on the job, and with the right attitude and ambition they can eventually move into more skilled and higher-earning positions.

Hospitality providers that invest in learnerships and on-the-job training will make a significant impact on upskilling and empowering women, and ultimately help address the unemployment crisis in the country.

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It creates future employment opportunities and encourages entrepreneurship

Hospitality and tourism require a diverse set of skills, that when nurtured correctly are easily transferable to other organisations and even industries. With the right training and support, hospitality providers can equip their employees with the knowledge and expertise needed to advance their careers or even start their own businesses.

South Africa’s economic success depends on entrepreneurship, and investing in female entrepreneurship has been shown to improve women’s economic and social power.

Work that aligns with Gen Z values

The generation entering the workforce has a different set of wants and needs to those that came before them. Gen Z wants to work in environments that are diverse and stimulating and offer varying career paths. They’re also choosing to work for companies that are invested in the social and economic welfare of the communities they are a part of. 

Organisations in hospitality and tourism are largely able to meet these expectations. Young women entering the workforce can find meaningful and sustainable careers in the industry, with many roles to choose from. Furthermore, with the right programmes and partnerships in place, hospitality providers can give individuals the opportunity to support initiatives that are important to them. For example, at Dream Hotels & Resorts, we have Touching Dreams, which helps to care for the environment and uplift the communities we operate in. 

Like most sectors in South Africa, hospitality has historically been largely male-dominated and there remains room for improvement. But with the right interventions, organisations can help women progress and succeed in their careers. It’s clear that the opportunities do exist, and if the right investments are made, they have the potential to make a real impact on today’s working women and future generations.

Bryony van Zyl is the Chief People Officer at Dream Hotels & Resorts which delivers hospitality solutions in Africa in a sustainable and relevant manner. 

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