Industry partnerships aim to challenge male-dominated tourism sector as
leadership shift gains momentum

Cape Town – August is Women’s Month in South Africa, but WTM Africa is setting out to make gender empowerment in tourism a year-round priority. Today, WTM Africa unveiled new strategic partnerships for 2026 with Women in MICE and the Women in Tourism (WIT) initiative, two influential networks at the forefront of advancing women across Africa’s travel sector.

These alliances mark a significant milestone for African tourism, where women make up as much as 70% of the workforce, yet continue to be underrepresented at senior levels. In South Africa alone, less than 40% of management positions in tourism are held by women – a gap these collaborations are determined to help close.

Women in MICE will officially unveil their 2026 Awards categories at a high-profile breakfast event hosted at WTM Africa on 15 April 2026. The event will bring together 80 leading women from across the sector and marks the first time a major African travel exhibition has served as the continental launchpad for women’s industry recognition.

Antois Leigh Nepgen, Publisher & Owner of Meetings Magazine and the Women in MICE Awards, says: “It’s a defining moment for the Women in MICE Awards to partner with WTM Africa for our 2026 launch breakfast. This collaboration is more than symbolic; it’s a powerful alignment of purpose. Women are not only shaping the future of tourism and events across the continent, they’re driving it. By joining forces with WTM Africa and Women in Tourism, we’re creating a high-impact platform that celebrates excellence, fosters leadership, and breaks down the barriers that still exist in our industry. We’re honoured to be part of this movement, and we’re excited to shine a continental spotlight on the incredible women making waves in MICE and tourism.”

The momentum will continue after breakfast with Women in Tourism hosting an interactive masterclass led by Michelle Page, Director at ServiceGurus and Outgoing Chairlady of WITWC. This session will deliver practical strategies on leadership confidence, personal branding and visibility within the marketplace; key skills needed if more women are to reach executive positions within African travel.

Strategic marketing leader Sherise Dreyer, who will be running the workshop with Michelle Page, emphasises: “Inclusion without accessibility is meaningless. These partnerships are not just changing structures; they are shifting perceptions of who belongs in leadership. For women in the tourism industry, access and equity must become the standard, not the exception.”

Michelle Page adds: “Women in Tourism Western Cape is proud to stand alongside the Women in MICE Awards as they launch their 2026 campaign in partnership with WTM Africa. This is more than a launch — it’s a statement of intent. The collaboration represents a powerful alignment of vision and values: recognising, celebrating, and amplifying the impact of women who are not just participating in tourism and MICE, but leading its transformation across the continent. Together, we are building a platform that honours excellence, champions leadership, and actively dismantles the barriers that still hinder progress. We are honoured to be part of this movement and excited to shine a well-deserved spotlight on the trailblazing women who are shaping the future of tourism, business events, and beyond.”

A second workshop will form part of WTM Africa’s NextGen Ready programme: an initiative tackling skills gaps while ensuring future sustainability – and diversity – for African tourism. “By including both the Women in MICE leadership and the NextGen Ready workshops, we are able to emphasize both leadership development and mentorship targeted at young professionals within the Women in MICE and Tourism space,” says Olivia Gradidge, Marketing Manager Rx Africa.

As demand grows globally for more inclusive leadership within travel and hospitality sectors, WTM Africa’s new partnerships with WIT and Women in MICE (WIM) position the platform as a catalyst for both dialogue and measurable change. The partnerships are especially significant for RX Africa, given the track record of Managing Director Carol Weaving, one of the driving forces behind WTM Africa, who has earned numerous accolades for her leadership. She was nominated for a 2025 Women in MICE Award and received the Godfrey King Integrity Award from the Southern African Association for the Conference Industry (SAACI). Under her stewardship, RX Africa delivered a 24% uplift in event attendance, a 48% increase in exhibiting countries, and a 46% surge in meeting requests across flagship platforms such as Decorex Africa and WTM Africa.

“These new partnerships are a meaningful extension of our year-round commitment to empowering women in tourism,” says Weaving. “By bringing together these powerful networks, we’re demonstrating that real change happens when we unite our efforts from the ground up. WTM Africa is a platform for connection, growth, and transformation, and we are proud to collaborate with Women in MICE and Women in Tourism to drive lasting impact in our industry.”