The African Association of Women in Tourism and Hospitality (AAWTH) is tackling the underrepresentation of women in leadership roles within Africa’s tourism and hospitality industries. Despite women making up 69% of the tourism workforce, they remain concentrated in low-income roles with limited access to funding, career growth opportunities, and professional networks.
As Africa’s tourism sector is projected to contribute $168 billion to the economy within the next decade, the urgency for gender inclusivity in leadership has never been greater. Established by Amaka Amatokwu-Ndekwu and Daphne Spencer, AAWTH ensures that women are not left behind in this economic boom.
“Nigeria is not one of the countries that are trying to develop its hospitality and tourism potentials extensively. I see our young, talented industry professionals, including myself, struggling to put Nigeria on the tourism map, but without government support, we can’t go that far,” Amaka Amatokwu-Ndekwu, Co-founder AAWTH, shares.
Officially established in 2022, the African Association of Women in Tourism and Hospitality (AAWTH) is committed to empowering women of African descent within the tourism and hospitality industries. It is bridging the leadership gap by providing mentorship, training, and networking opportunities to women across the sector.
AAWTH’s community is diverse: tourism and hospitality professionals, travel agents and agencies, tour operators, hoteliers, students, tourism and hospitality associations, aviation experts, MICE (Meetings, Incentives, Conferences, and Exhibitions) professionals, and government officials. The organisation creates a robust support system for women looking to thrive in the industry by nurturing connections among these individuals.
To equip women with the tools for success, AAWTH has launched strategic programs designed to boost their professional growth. One of its flagship initiatives, UPSKILL HER AFRICA, provides industry-specific training, leadership development, and mentorship. Through this program, women have secured managerial roles that have significantly advanced their careers.
Beyond career growth, AAWTH is also committed to supporting women entrepreneurs by connecting them with investment opportunities, business training, and grants. Recognising that access to funding remains a significant barrier, the organisation advocates for policy changes that make financial support more accessible. AAWTH also works closely with policymakers to help push for tax incentives for women-led tourism businesses, improve access to tourism funding for female entrepreneurs, and increase the representation of women in leadership positions across tourism boards and companies.
AAWTH’s influence extends beyond Africa. They partner with international organisations such as BLLA (Boutique Lifestyle Leaders Association) and TIEWN (Travel Industry Executive Women’s Network). These collaborations provide African women with global networking opportunities, allowing them to connect with industry leaders and expand their professional horizons.
AAWTH’s work has positioned it as a leading force in gender advocacy within Africa’s tourism sector. Notably, 20 women from its network have been recognised among Africa’s Most Powerful Women in Hospitality. AAWTH continues to champion gender inclusivity, ensuring that women play a significant role in shaping the future of Africa’s hospitality industry.
