Equality in tourism: New project for women's careers launched!

Equality in tourism: New project for women's careers launched!

A new nationwide equality project called “Lead³” was launched on November 1, 2025 and aims to specifically promote female careers in the tourism industry. The project, led by tourism professor Claudia Brözel from the Eberswalde University for Sustainable Development, will be carried out over three years. Financing is provided by the European Social Fund and the Federal Ministry of Labor and Social Affairs in the “Change in Work” program.

The main focus of the project is to create equal opportunities for women in the world of work and to overcome structures that hinder women's professional development. Key findings on effective measures to promote women's careers are to be reviewed by October 2028. A total of twelve organizations from the industry are taking part in the project, including destinations, tour operators and communications agencies.

Comprehensive support for women

As part of the project, each participating company will release three women from different career stages: young professionals, women in mid-life and experienced employees. A key person in every organization should ensure that the transfer of knowledge into the company structures is sustainably secured. The planned measures include individual coaching, skills and organizational development as well as gender equality labs, which promote industry-wide exchange.

An accompanying scientific study will measure the effectiveness of coaching and long-term support for women. Women currently make up over 60% of tourism employees, but often earn less than their male colleagues and are underrepresented in leadership positions. A lack of transparency in salaries and structural hurdles in recruiting are identified as significant problems that need to be solved.

The gender pay gap as a central challenge

A central aspect that must be considered in the context of equality for women in the world of work is the gender pay gap. This varies depending on income distribution, employment sectors and level of requirements. According to data from the Federal Statistical Office, the gender pay gap averaged 18% in 2023 (in 2020 it was 18%). This means that on average women earn significantly less than men. At high requirements levels the gap was 20.9%, while at medium and low requirements levels it was 16.1% and 9.9%, respectively. Federal Foundation for Equality reports that around 6.5% of the difference in gross hourly wages between male and female skilled workers can be attributed to this gender pay gap.

In order to counteract the gender pay gap, it is important to understand the different mechanisms behind this discrepancy. Barriers preventing women from leadership positions often manifest themselves in the form of the “glass ceiling,” while women in unskilled jobs have greater difficulty moving up from the low-wage sector, a phenomenon known as “sticky floors.” Political and business solutions must specifically address these different mechanisms.

The “Lead³” project aims to anchor equality not only as a social but also as an economic goal in the tourism industry. By developing concrete options for action for companies, the aim is not only to improve career opportunities for women, but also to promote sustainable change towards a fairer working world with more transparency and equal opportunities.