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We Lead

About the Project

WE LEAD represents an important first innovation opportunity to develop expertise in responding to the needs of a specific new target group: women leaders in the tourism, hospitality & leisure sectors. We aim to equip and empower these women with the skills and confidence to become active leaders, especially transition towards climate neutrality.


Project Description

Tourism is the 3rd largest socio-economic sector in the EU. In 2011, the EU-28 women’s participation in the overall tourism workforce stood at 56% & 46% in the wider EU economy. Women in Travel & Tourism International are clear, “at the most senior levels women are disproportionately underrepresented.”

Throughout the We Lead project; it is crucial that we acknowledge and address the consensus among tourism stakeholders regarding the future resilience of the industry. In order to effectively combat the effects of climate change, we must take collective action and make decisive efforts towards more sustainable tourism. Tourism has a pivotal role to play in achieving the objectives at the heart of the 2030 Agenda for Sustainable Development.

WE LEAD seeks to break new ground in this sector by forming a clear picture of the strengths, weaknesses & levers of change to improve representation & performance at the leadership level in these sectors. The project’s overall objective is to improve the quality & relevance of women’s leadership in tourism education, so that women are better equipped to use their skills to embrace leadership roles & empower them to face challenges, especially in the transition towards climate neutrality.

In order to achieve this, we will develop and deliver the following learning resources which will be freely accessible:

  • Tourism Gender & Climate Action: Discovery Report
  • A Compendium of European Good Practices
  • An Educators Guide to Innovative Learning Pathways
  • Open Educational Resources



Paula Whyte

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