Women in Tourism: The Future of Travel is Female

By Evelyn Morris
6 March 2025

Women are making waves in the tourism industry, from leading safari operations to running luxury lodges. We spoke to Bushra Sultan, MD of Somak Safaris, about how Kenya is empowering women in travel. Plus, we spotlight two pioneering all-female hospitality ventures—Amba Yaalu Kandalama in Sri Lanka and Dunia Camp in Tanzania—where women are redefining leadership in tourism.

Somak MD Bushra speaks about how Somak empowers women in tourism

We spoke to Bushra Sultan, MD of Somak Safaris in Nairobi Kenya, about how the tourism industry empowers women, especially in Kenya.

Bushra Sultan MD Somak Kenya

Busha joined the Somak team in 1998 as a travel consultant, but today as Managing Director oversees the day to day running of the company, as well as taking a leading role in the marketing of the operation.

Being very hands-on in her work. Bushra describes seeing the spark in guest’s faces when they return after a safari one of the favourite parts of her job. An enthusiastic fan of the travel industry she said it makes dreams real. “All humans are born curious, with an innate desire to explore. Children create and learn through imaginary adventures and stories. In adulthood people want to actualise the dreams, to experience these fantastic memories and explore the world. The travel industry is so wonderful because it makes these dreams real.”

Bushra explained that on the continent of Africa, Kenya is actively empowering women in the fields of education, social, economic and political fields. “Kenya has a law on gender equality. The introduction of ‘girl-child’ empowerment has also contributed immensely.” She expressed pride that her own company was exceeding expectations in this regard. “Somak Safaris ensures that the women in employment match the men. In fact, we have more women employees than men!”

Asked about some of her role models, Bushra listed Suresh Sofat, Somak’s Chairman who she said has instilled in her a sense of discipline and leadership. She also said the women who came before her, from those in the suffragette movement who ensured that women had the right to vote, to all women freedom fighters of history. “The list is endless,” she quipped.

Sri Lanka’s first all-female run hotel

Women are taking the lead at Amba Yaalu Kandalama. Photo: Supplied

Sri Lanka is making great progress in supporting women in hospitality seeking to change the level of female representation in the tourism industry, where women currently make up less than 20% of the workforce.

A standout example in Sri Lanka’s cultural triangle is the Amba Yaalu Kandalama, the island country’s first hotel run entirely by women. This inspiring hotel takes pride in creating a warm and welcoming space that celebrates women’s leadership. The entirety of the hotel’s staff complement, including jobs traditionally held by men, is all-female.

The hotel is part of the family-owned Thema Collection of boutique hotel, resorts and retreats dotted throughout the island, all of which showcase the rich cultural heritage and biodiversity of the country

Set by the peaceful Kandalama Lake and surrounded by mango orchards, this stylish retreat offers stunning views of the Sleeping Soldier Mountains. It is the ideal spot from which to explore the cultural heart of Sri Lanka including UNESCO listed World Heritage Sites like  the Sigiriya Rock Fortress, Dambulla Royal Cave Temple as well as enjoying the peace and tranquillity of the wildlife including forested and riverine areas and even archaeological sites with great historical significance.

Amba Yaalu’s all-female management and staff create a unique environment that champions inclusivity and women’s empowerment. This pioneering initiative not only enhances guest experiences but also sets a trailblazing example in the hospitality industry.

Tanzania’s all-female run safari camp in the Serengeti

Dunia Camp, located in Tanzania’s Serengeti National Park, is a unique safari camp known for being the first and only safari camp in Africa run entirely by women.

Jonesia Kazawadi behind the wheel of one of the camp’s safari vehicles. Photo: Asilia Africa

To say the safari tourism industry is traditionally male-dominated would be a massive understatement.

At Dunia an exceptionally talented team of women run the show. Every employee, from the camp manager, to the safari guides is a woman making this camp a major step towards the empowerment of women. It provides employment opportunities for women and also fosters leadership roles for women in Tanzania’s tourism sector. More than just a safari, Dunia Camp is a celebration of female empowerment. Here, exceptional service and a pioneering spirit create an unforgettable stay.

Part of the Asilia Africa network which operates several lodges and camps across East Africa, this luxury, eco-conscious, tented camp is a testament to female empowerment in the safari industry. It offers an intimate, immersive, and exclusive experience in the heart of the Serengeti to guest from around the globe.

The camp, located in a private part of the central Serengeti, offers front-row seats to the Great Wildebeest Migration. Early in the year, guests can see the calving season in the south.  Later in the year, they can witness dramatic river crossings in the north. However, the camp is also able to provide exceptional year-round game viewing in this ‘big five’ game reserve.