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In a world increasingly aware of the need for gender equality, the United Nations has launched a groundbreaking initiative to transform the tourism sector. The campaign, dubbed “Invest in Women,” seeks to dismantle the barriers women face and urges sweeping investment to herald a new era of inclusivity and empowerment.

As International Women’s Day unfurls its global banner, the UN Tourism sector stands at the forefront of this momentous occasion, celebrating women’s strides in tourism while casting a spotlight on the persistent disparities. Leadership roles, career advancement, and educational opportunities remain elusive for many women, underscoring a pressing call to action.

The theme for this year, “Invest in Women,” is more than a slogan; it’s a strategic imperative. With a staggering projected annual deficit of $360 billion needed to meet the 2030 Agenda for Sustainable Development’s gender equality goals, the urgency is palpable. Sustainable Development Goal 5, aiming to empower all women and girls, sits at the heart of this initiative, presenting a clarion call for transformative investment.

The significance of International Women’s Day extends beyond mere reflection; it’s a rallying cry for substantial investment in the tourism sector. The potential dividends of such investments are monumental, promising not just to bridge gender gaps but to spur economic growth. Studies suggest that achieving gender parity could amplify GDP per capita by 20% and generate nearly 300 million jobs by 2035.

UN Tourism Secretary-General Zurab Pololikashvili emphasizes the dual imperative of reflecting on progress and advocating for continued investment. “In many countries, the fruits of previous investments are manifest, yet more is needed to unlock unprecedented opportunities for economic growth, social inclusion, and sustainable development,” Pololikashvili asserts.

In the lead-up to International Women’s Day, UN Tourism orchestrated a webinar series across various global regions. This initiative calls on governments, businesses, civil society, and individuals to embrace actionable measures for gender equality in tourism. These measures range from implementing equal pay policies to supporting women-owned enterprises and fostering partnerships that propel gender equality and women’s empowerment to the forefront of the tourism agenda.

The call to “Invest in Women” is not merely a gesture of solidarity; it’s a strategic investment in our collective future, promising a world where women’s contributions to tourism are not only recognized but celebrated and where gender equality becomes the hallmark of a thriving, sustainable global economy.