COLOMBO :Building on the momentum of a successful launch of findings from the women in tourism study, the Sri Lanka Tourism Alliance (SLTA) and Australia’s Market Development Facility (MDF), are collaborating to share inspiring stories of women as referral tools to attract and retain more women in the tourism industry.
In continuation of the ongoing partnership, this next stage will focus on raising awareness around opportunities for women to pursue careers in tourism, with the aim of challenging perceptions, amplifying personal stories, and inspiring more women across Sri Lanka to join the industry. The digital storytelling campaign will spotlight women from diverse roles in tourism — from hotel operations and female guides to security and tourism technology, to showcase the broad spectrum of opportunities that exist across the sector.
Building on the insights and findings gathered from the previous workforce study conducted jointly by MDF and the Tourism Alliance, which brought together industry leaders to explore strategies for increasing women’s participation in the sector, this next stage deepens that momentum and moves towards providing new opportunities for women in the industry. As the study revealed, several barriers are faced by women in entering the tourism workforce — including a lack of awareness about available opportunities, negative societal perceptions, and limited skills and educational qualifications
Malik J. Fernando, Chair of the Sri Lanka Tourism Alliance, said “There is immense untapped potential for women in the tourism workforce. By spotlighting real stories and individual experiences, we hope to shift the narrative, break barriers and invite more women into the industry — not just as part of the workforce, but as changemakers.”
Maryam Piracha, Country Director of MDF Sri Lanka, mentioned that “Attracting more women into tourism isn’t just the right thing to do—it’s smart business. By spotlighting diverse career paths and real success stories, we’re encouraging the sector to rethink recruitment, invest in women, and unlock new potential for growth”
The next stage of this collaboration will also engage industry stakeholders to advance inclusive recruitment strategies, elevate the visibility of female-led success stories, and drive investment in targeted training and upskilling programs and initiatives for women in the tourism industry.
