IWD IV: Things are changing for the better, but women still face several challenges – Lubaina Sheerazi, CEO & Co-founder, BRANDit

Women have accomplished incredible benchmarks for decades, not just in the domain of travel and tourism, but in the verticals of economic, political and social contributions at the same time. The travel and tourism sector in particular is bestowed with 54% women representation across the globe, although there remain some aspects where the women-kind is still on the lookout to set a footprint with excellence.

On International Women’s Day, T3 takes the opportunity to draw a spotlight on our women readers from cross-section of the industry. Lubaina Sheerazi, CEO & Co-founder, BRANDit, shares her views with T3.

What is your opinion regarding the presence of an effective mechanism for monitoring and assessment of the progress made by women in the tourism domain?

It is crucial to not just monitor and assess the progress women are making, but also implement insight-based solutions to achieve accelerated growth. This will help the cause of inclusion, gender equity, and position parity in the tourism sector.

India’s G20 Presidency also aims to serve as an opportunity to showcase women-led development, with our Hon’ble PM Modi noting: “We have to maintain priority on women-led development even in our G-20 agenda”. What is your opinion?

It is such a welcome shift from talking about women’s development to upholding women-led development and entrepreneurship. Sky is the limit if equal opportunity is offered to women in every social stratum. More women-led startups and companies will encourage more women to join the workforce as a trickle-down effect. It’s time we think beyond the proverbial glass ceiling and push the envelope.

Where are we lacking in terms of initiatives, skill development and training, and implementation of women empowerment activities by industry?

While some companies have made progress in endorsing gender diversity, many industries still continue to lack comprehensive strategies for recruiting, retaining, and promoting women in leadership positions. Additionally, should also provide training and mentorship programmes to help women refine and develop their skills and careers. This could include training in leadership and technical skills. Organizations must be more proactive in enabling women’s empowerment in the industry.

What are the factors that create hindrances to a healthy ecosystem for women entrepreneurs in tourism?

I think the cultural bias and social conditioning towards women entrepreneurs hinder the growth stagnating the ecosystem. Things are changing for the better, but women still face several challenges including strict gender roles, lack of support system and professional network, and relentless expectations in the family system.

What is your message for budding women entrepreneurs in the travel & tourism domain?

I would say keeping an eye on the goal and developing the skill of perceiving the bigger picture is vital for growth. The hurdles that might seem daunting are experiences that eventually become valuable insights.