Although women show a strong interest in hospitality, evidenced by higher enrollment rates in tourism institutes, this is not translating into employment at the same levels. When they do secure jobs, they are more often in part-time or lower-level roles. While there is increasing acceptance of women working in the tourism hospitality sector, stigma surrounding these roles persists. Family pressures often discourage women from pursuing hotel work, reinforcing traditional gender stereotypes and limiting women¡¯s opportunities in the industry. The common association of tourism with sex work further reinforces damaging stereotypes about those employed in the industry. This discourages families from supporting their daughters or wives in pursuing careers within tourism.
In tourism entrepreneurial activities, women-owned businesses are predominantly micro with limited growth opportunities: 83% of women-led businesses are solo ventures, compared to 63% of male-led businesses. Most women-owned businesses face challenges in skills development, securing finance, accessing tourism markets, and are further limited by a lack of infrastructure and testing labs.
The underrepresentation of women in decision making and leadership roles in The Gambia has profound implications for the tourism sector, particularly in terms of perpetuating sexual stigma and hindering women's economic participation. Women constitute only 8.6% of the parliament while 91% of the parliamentarians is men, ranking The Gambia 168 out of 186 countries worldwide.
It is critical that action be taken to accelerate women¡¯s advancement in tourism in Gambia and close the equity gap. To support Gambian women in tourism and help overcome the strong social stigma women face working in the sector, it is essential to create safer work environments and address legislative gaps, such as the lack of protections against harassment. Implementing strong safety protocols, adopting clear policies in the private sector, and enforcing regulations can help cultivate a more secure and empowering space for women.
Country Context on Tourism
The tourism sector is a significant contributor to GDP and employment, with an estimated contribution of 14.3% to GDP and about 13.5% to employment, according to estimates from the World Tourism and Travel Council. International tourist arrivals reached 206,836 visitors in 2023¡ªa 13% increase from the level in 2022 and 2 times higher than in 2021. Despite the strong recovery, i) tourist arrivals remain below pre-pandemic levels, ii) tourism activity remains in a relatively confined area on the coast near Banjul and iii) most of the consumption in the tourism sector is imported rather than locally grown. While it is common for low-income countries to have a more significant international tourism sector compared to domestic tourism, in Gambia, this is further compounded by the dominant role of international tourism operators. This dominance can limit the growth and influence of local operators, reducing the potential benefits to the local economy. Government investments in infrastructure, including roads, ports, and energy projects, aim to enhance operational efficiency and effectiveness within the sector.
The Gender Assessment of the Tourism Sector in The Gambia documents gender disparities and key issues hindering women¡¯s participation and earnings in tourism through the lens of employment, entrepreneurship, and leadership. The assessment also examines cross-cutting factors such as policy and institutional environment, education, and social norms, which impact women¡¯s economic opportunities in the sector and influence their decision to enter and remain in the sector. The findings are based on comprehensive desk research, semi-structured interviews, and key informant interviews conducted in person in The Gambia. Download the report .