FLORIDA, CMC – President of the Caribbean Hotel and Tourism Association (CHTA), Nicola Madden-Greig, says education, innovation, and technological change have been integral for gender equality and women’s empowerment in the tourism industry in the digital age.
She has voiced her support for “DigitALL: Innovation and technology for gender equality,” which is the theme for observing the United Nations International Women’s Day on Wednesday.
Madden-Greig, one of four women who have headed CHTA during its 60-year history, said the digital gender gap isolated women– particularly rural women – during the coronavirus (COVID-19) pandemic and had less of an effect on women in tourism.
However, when it comes to remuneration, gaps remain to be addressed. She said the wage gap, while more minor in the tourism industry, is still an area of concern. According to a 2019 World Tourism Organization (UNWTO) study, women in tourism earn 14.7 percent less than men.
Madden-Greig pledged CHTA will continue to focus on increased education and training for “women in our industry, who make up the majority of the tourism workforce worldwide – approximately 54 percent compared to 39 percent in the broader economy.”
She said CHTA’s Technology Task Force focuses on educating members on the latest tools for improving revenues and driving efficiencies, specifically emphasizing micro-, small-, and medium-sized tourism entities (MSMTE) and independent tourism organizations, which continue to attract many women.
“The overarching responsibility of the CHTA Task Force is to explore digital assets and tools, such as big data, blockchain, digital marketing, virtual reality, and augmented reality, and to use technology to drive innovation and profitability in tourism.”
Madden-Greig, a two-time past president of the Jamaica Hotel and Tourist Association (JHTA), believes that virtual learning is one of the technology tools that allowed CHTA to reach women and provide opportunities to level the playing field.
“Additionally, as a woman leader in tourism, part of my mandate is to provide an example and way forward for future female leaders. It is time for more women to realize their full potential as leaders, entrepreneurs, and workers within the industry with the skills and abilities to rise to the very top in all sub-sectors,” said Madden-Greig.
Recalling the devastating effects of the COVID-19 pandemic, the CHTA official said that efforts aimed at strengthening, coordinating, and focusing work towards gender equality in tourism governmental institutions and businesses as they recover from the pandemic present a golden opportunity that the Caribbean must embrace to redress the gender inequities in the region’s tourism sector.
Madden-Greig said the elevation of women to parity with men through gender equity allows them to productively use technology and innovation to enhance tourism’s overall value, thereby benefiting all.
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