Analysis: Supporting Women in Tourism to Gain More Digital Skills Makes Business Sense
Singapore, 01 July 2019
In cities and towns across Malaysia, blink and you may miss one of the country’s most promising sources of income.
Among the most successful hosts for accommodation provider Airbnb in Malaysia are women, who in 2018 earned USD 39 million from welcoming visitors to stay with their families.
New Opportunities for Women
These women-run businesses may reflect the future of tourism. Digital technology can enhance opportunities in this rapidly expanding sector whose labor force is more than 50 per cent female. With more digital skills, women entrepreneurs can tap larger markets and boost their incomes.
There is a catch, though. Digital skills can be elusive for many women.
“Women have less access to technology,” said Jane Stacey, Head of Tourism at the Organization for Economic Cooperation and Development, or OECD, at an APEC conference of tourism experts. For example, over 300 million fewer women have access to mobile internet, she explained.
Alcinda Trawen, Chair of APEC’s Tourism Working Group, confirms tourism’s digital gap. “One of the biggest challenges that the tourism industry faces and one that everyone else faces across APEC is the digital divide,” said Trawen.
Currently, the APEC Tourism Working Group looks at policies that can help the sector achieve better results, such as targeting more women for digital skills training. Narrowing the digital gap aligns with two of the priorities set by APEC 2019 host economy Chile: boosting women’s economic empowerment as well as the digital economy.
Tourism Continues to Grow
Women traditionally dominate the tourism industry, where they have more opportunities to advance. According to a report by the World Travel and Tourism Council, economies who enjoy strong growth of tourism, such as APEC economies Indonesia and Mexico, also see more jobs and higher incomes for women.
The expansion of global tourism looks set to continue. Air travel is expected to double in twenty years. Tourism already created 1 out of 5 new jobs in the last five years. The so-called ‘experience economy’, favored by younger generations for its ‘authentic’ offerings, may enjoy particularly high growth.
‘Experience economy’ experts say that women can catch up on digital skills. According to Nayana RenuKumar, Public Policy Lead for Airbnb Experiences in the Americas and Asia Pacific region, women account for more than half of Airbnb hosts. Supporting women entrepreneurs makes business sense.
“If we are not helping women and SMEs, we are losing out on 50 per cent of the population. It is our loss,” said RenuKumar.
Comprehensive Support for Digital World Success
Bringing women into the digital economy can be a long process. In the early days of training women hosts in rural areas, Airbnb realized that many newly trained hosts struggled to come online. The reason? A lack of bank accounts.
Indeed, the preliminary findings of APEC’s upcoming Women and the Economy Dashboard show that while 58.6 per cent of women across the region are economically active, only 33.8 per cent of women have savings at financial institutions.
The experience presented a key lesson about economic empowerment. If you are on the margins of the economy, you need comprehensive support to succeed in the digital world. The US-based firm has responded by offering their partners access to targeted promotional support, professional photography, and a broader network of institutions.
Policymakers can help too. Digital literacy programs that work closely with industry, colleges, and training institutes can help small businesses keep up with evolving technology. Any skills-training initiative must have more women in the mix, advised OECD’s Stacey.
“Both governments and industry have a role to play in helping women and small businesses have access to digital tools and infrastructure,” said Stacey.
Efforts are underway. The APEC Policy Partnership for Women and the Economy, for example, is preparing a roadmap on how to strengthen women’s economic empowerment in the region.
Already an important driver of tourism growth, with more tools and support women entrepreneurs can bring even more prosperity to APEC economies.
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