📈 "SHE MATTERS" Campaign Targets Gender Gap in Sri Lanka Tourism

The Sri Lanka Tourism Alliance, in partnership with Australia’s Market Development Facility (MDF), has launched a national campaign to address structural barriers and increase female participation within the tourism & hospitality sector. • Key Focus Areas: The initiative highlights narratives from the North, East, Central Highlands, Deep South, and Colombo to tackle social stigma, limited formal training, and the lack of female leadership. • Economic Impact & Workforce: A 2024 MDF study identified significant gaps in recruitment and retention of women. Industry leaders emphasize that expanding female participation is a "competitive necessity" to improve productivity and ensure resilient growth as the visitor economy expands. • Strategic Partnerships: Collaborating with the Advocata Institute, the campaign utilized a podcast series to reach policymakers and thought leaders, moving the conversation from the "industry floor to the policy table." • Future Outlook: The next phase will transition from awareness to "concrete action," focusing on improving access to technical skills and establishing clear career pathways for women to strengthen the national workforce.