Mayuko Anantawikrama, Vice Chairwoman for Tourism, IWAPI. Photo: Personal Documentation/ukmdanbursa.com.
By Mayuko Anantawikrama*
Vice Chairwoman for Tourism, IWAPI
UKMDANBURSA.COM – When I began my journey in tourism advocacy and business development years ago, women were often the quiet force behind the success of the sector—running homestays, managing family-run warungs, organizing village tours, and preserving our culinary and cultural traditions. Today, that silent strength is no longer hidden. It is leading.
With both the Minister of Tourism and Vice Minister of Tourism now women, Indonesia sends a powerful message to the region and the world: that women are not just participants in tourism—they are architects of its future.
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The Numbers Speak Volumes
Globally, women comprise over 50% of the tourism workforce, yet they have historically held fewer than 25% of leadership roles. But the landscape is shifting. From Sri Lanka’s all-women resorts to Tanzania’s female-run safaris, the global tourism map is being redrawn by women’s leadership, innovation, and empathy.
Indonesia is no different. In Bali, women dominate in craft tourism. In Yogyakarta, they uphold our batik heritage. Across the archipelago, women curate experiences rooted in community, sustainability, and authenticity. Now, with women at the top of national tourism policy, we can unlock the full potential of this human capital.
Why Women’s Leadership Matters
Women lead differently—not better, but with a distinct strength. We listen with empathy, we build coalitions, and we think holistically. In tourism, this means creating policies that not only attract investment but also uplift local communities, protect our ecosystems, and value cultural authenticity over commodification.
As a mother, a professional, and someone who works closely with women in Micro, Small, and Medium Enterprises (MSMEs), I know that tourism is one of the few sectors where a mother can run a guesthouse while raising her children, where a widow can earn a living with dignity by leading a cooking class, where a teenage girl can find hope in a hospitality scholarship.
These are not side stories—they are the core of Indonesia’s tourism economy.
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Policy Must Match Progress
Having women in top offices is not the end of the struggle—it is the beginning of transformation. We need policies that ensure:
• Equal access to capital for women-led tourism businesses
• Training and upskilling for rural and marginalized women
• Safe and flexible work environments, especially for young mothers
• Support for women in digital tourism, including influencer and online platform space
• Recognition and protection of indigenous women as culture bearers
This is where civil society, business, and government must work hand-in-hand. We at IWAPI are ready to collaborate.
The Future Is Female—and Inclusive
The world is traveling again, but travelers are no longer looking just for destinations. They seek stories, authenticity, connection. And it is often women—whether a village host, a batik artisan, or a tourism minister—who tell these stories best.
From the frontline to the front office, women are the past, present, and future of tourism. Let us not only celebrate this moment but also institutionalize it, so that the next generation of girls sees tourism not just as a job—but as a path to leadership, innovation, and nation-building.
Because when women rise, the whole village rises. And when women lead in tourism, Indonesia shines brighter for the world to see. ***
*Mayuko Anantawikrama is the Vice Chair of IWAPI for Tourism and a long-time advocate for empowering women through tourism and digital innovation. She believes that inclusive tourism is the key to Indonesia’s equitable growth.
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