22 Aug 2025

Women at the forefront of ‘regenerative travel’ tourism trend

Regenerative travel is fast emerging as a major trend in tourism that is shifting the notion of travel beyond simply minimising harm toward actively restoring ecosystems, uplifting cultures and promoting meaningful community engagement. Tourism with purpose is becoming a major priority in South Africa and globally, and women are increasingly at the heart of this change, both as leaders in the industry and travellers who prioritise depth, restoration and reciprocity in their journeys.

According to the World Travel & Tourism Council, the global travel and tourism sector has seen a significant increase in female employment, rising from 38.6 million to 47.8 million women between 2010 and 2019, which is a roughly 24% increase. Moreover, hospitality remains the leading employer of women, accounting for over half of female employment in the sector. This illustrates the scale of women’s presence in tourism, not to mention the untapped potential for leadership and influence.

“Women across our business bring empathy, creativity and community-conscious thinking to the forefront. Their leadership is a major contributor in driving regeneration, restoring ecosystems, uplifting culture and delivering guest experiences that remake hospitality into something meaningful,” says Bryony van Zyl, Chief People Officer at Dream Hotels & Resorts.

Zulfa Hendricks, Lead of Leisure Sales at Dream Hotels & Resorts, echoes these sentiments, commenting that women are naturally positioned to take the lead in regenerative travel because of the way they engage with experiences and communities.

“Women are increasingly seeking travel that reconnects them to nature and to themselves, but more than consuming these experiences, they are shaping them. From designing journeys that integrate local culture and conservation, to curating wellness and slow-travel experiences, women are influencing every touchpoint in regenerative tourism. Their choices set new standards for meaningful, restorative travel.”

For example, at properties like Finfoot Lake Reserve, Nibela, Langkloof, iSimangaliso, and Untravelled Trails, women in leadership roles are driving conservation initiatives and community partnerships , ensuring that every guest experience aligns with ecosystem protection and community engagement. Their guidance shapes how tours, activities, and local partnerships are designed, embedding regenerative principles into every touchpoint of the stay. What’s more, women make up a significant majority of global travellers with some industry reports estimating over 60% of all travellers as female and up to 80% of travel-related decisions being made by women. This influence and purchasing power positions women as a powerful demographic in shaping travel trends, and as more women prioritise intentional and meaningful journeys, their preferences have major potential to drive demand for travel products centred on ethical, regenerative and culturally immersive experiences.

 “By scaling women’s leadership, the travel industry has an opportunity to become more restorative, culturally authentic, and ecosystem-positive - not only in South Africa, but globally. This is one of the promising directions the industry can take to remain relevant to discerning travellers and responsive to the needs of the planet,” adds van Zyl.

Hendricks adds, “Women are already influencing how regenerative travel evolves, both through the choices they make as travellers and the innovations they drive as entrepreneurs and leaders. If the industry wants regenerative practices to become mainstream, it cannot overlook the role of women in setting the standard for what responsible, future-fit tourism looks like.”