G Adventures Says Women Are the Future of Tourism

with Jovana Arnaut

During his annual Future of Tourism presentation, G Adventures founder Bruce Poon Tip declared that “Women are the future of tourism”.

“Women are driving the tourism economy,” Poon Tip said. “They represent 63% of travellers, account for 60% of tourism jobs but, many receive only 10% of the income.”

And that’s why Poon Tip is declaring that G Adventures’ goal is to empower women, particularly in developing countries. To do so, the company has launched the Women’s Leadership Camp to help women who work at G Adventures develop their personal leadership abilities, share ideas and network with other women in the company. 

Referring to tourism as a whole, Poon Tip said that the industry currently generates $7 trillion annually. The UNWTO reports that destinations worldwide received more than 500 million international tourists between January to June 2014. They expect that number to rise to 1.8 billion by 2030 and generate more than $10 trillion for worldwide economies.

Tourism is important to every country but can have a much greater impact on the poorest countries. Some of the programs G Adventures operates such as a restaurant in Peru’s Sacred Valley - run entirely by women - ensures that money spent by visitors stays in the local communities and benefits the people. “If done right, tourism can be a form of wealth distribution to some of the poorest countries,” Poon Tip said.

Karen Salviato, Program Manager, Leisure Suppliers North America, Carlson Wagonlit Travel said the presentation was very motivating. “Bruce is a philanthropist,” she said. “His drive comes through in flying colours and it is because of this passion that he has a following and a lot of support from people. He is the epitome of sustainable travel more than anyone I know in the industry.”

Poon Tip said it’s important for travel agents to educate themselves on sustainable travel issues in order to influence travellers and teach them how to appreciate the places they visit.

“It seems like travel agents are scared of something they don’t know,” Poon Tip said. “But it’s important to have sustainable tourism part of the conversation with your clients. Travel agents today have to know how to offer professional services and G Adventures is there to help and train and educate them.”

“People got into travel to show people the world - it seems as if they’ve lost that passion” he said, adding that many travel agents now seem to focus on selling the quick and easy cruise and air bundles. “We help them rediscover why they got into the travel business.”

G Adventures also premiered their newest lip dub video at the event. Click here to view it and dance along.