FITUR Woman champions female talent in decision-making within the tourism sector

The fifth edition of FITUR Woman championed diversity and female talent in business decision-making within the tourism sector, as well as increasing women's access to leadership positions to spearhead innovative initiatives and generate a positive impact on the industry. The FITUR section, part of the International Tourism Fair organized by IFEMA Madrid, which opened today, analyzed the sector's role as an engine for economic empowerment, opportunity creation, and female leadership. FITUR Woman is organized by FITUR in collaboration with Women Leading Tourism (WLT), with the support of the Puerto Rico Tourism Company and its national brand, 'Discover Puerto Rico'. All participants expressed their condolences to the victims of the
tragic train accident last Sunday.

At the opening ceremony, Arancha Priede, General Manager of Trade Fairs and Congresses at IFEMA MADRID, stated that FITUR Woman is “a space for dialogue and inspiration, but also for action, that showcases female talent, generates knowledge, and promotes real change in the most strategic sectors of our economy.” She noted that “tourism is, by its very nature, an engine of development, employment, and connection between cultures; but for this growth to be sustainable and competitive, it must also be inclusive. And in this endeavor,
female leadership is not an option, it is a necessity.”

This year's edition focuses on two fundamental concepts: investment and economic empowerment. According to Priede, "we're talking about investment not only in financial terms, but as a commitment to projects, people, and business models that integrate diversity and female talent into decision-making; and we're talking about empowerment as the foundation for more women to access positions of responsibility, lead
innovative initiatives, and generate a positive impact in the sector."

For her part, Maribel Rodríguez, president of Women Leading Tourism, highlighted “the importance of female leadership in the economic sphere and of investment in talent and infrastructure in an era of unprecedented tourism growth.” She added that “investment is not only fundamental for the industry, but also a lever for economic, social, and territorial development.” In this regard, she pointed out that “one in three new jobs to be created worldwide in the coming years will be in the tourism sector, a sector where 54% of current employees are women.” Furthermore, Rodríguez noted that “economic growth requires vision, investment, and leadership” and affirmed that “investing in people is tourism’s true strategic asset.”

2025, the best year in the history of tourism

During the event, WLT ambassadors María Lourdes Prieto (Mexico), Amora Carvajal (Peru), and Isabel Oliver (Spain) were introduced. Following this, Gloria Guevara, President and CEO of the WTTC, analyzed the new era of tourism we are currently experiencing. She noted that “the sector is at a pivotal moment: 2025 was the best year in travel history, with 1.55 billion international arrivals, revenues of $11.7 trillion, representing 10.3% of global GDP, and 371 million jobs dependent on our sector, 40% of which are held by
women.” In this context, she asserted that “women’s empowerment is a strategy with not only social but also economic impact, which is why it is important that they have a greater presence in the decision-making processes of tourism businesses.” Elena Kontoura, Member of the European Parliament and member of the Committee on Transport and Tourism, offered the European perspective on equality and stated that “when there is diversity on boards of directors and talented women, companies perform better.” However, she lamented that “women still occupy a small proportion of management positions and are more exposed to flexible working conditions or informal employment.”

Jennifer González, Governor of Puerto Rico, emphasized the institutional commitment to a tourism model that creates real opportunities for women. She also stated that “when there is a greater female presence in the tourism sector, performance improves, but what we still need to do is close the existing wage gap with men.” Furthermore, she explained that it is important for Puerto Rico to “incorporate new experiences in tourism, attract talent, invest in infrastructure, and increase flight capacity to boost tourism.”

A Driver of Empowerment:
The experts participating in FITUR Woman also analyzed tourism as a driver of empowerment and the role of investment; the challenges and barriers related to equality, the gender pay gap, job insecurity, and the presence of women in decision-making spaces. Furthermore, they reflected on the current context and the challenges facing tourism in 2026; and proposed solutions and benefits of economic empowerment at the regional level.

The event also featured the participation of other prominent figures from the institutional, business, and tourism sectors, including Almudena Maíllo, Councilor for Tourism of the Madrid City Council; Verónica Pardo, Vice Minister of Tourism of Chile; Carmen Caballero, President of ProColombia Spain; Fernando Flores, Mayor of Metepec (State of Mexico); Libia Dennise García Muñoz, Governor of Guanajuato (Mexico); Yasmina Laraudagoitia, Head of Public Affairs at Booking.com; Jimena Faena, VP of Marketing, Loyalty, and Communication at Wyndham Hotels & Resorts; Katja Bohnet, Director of Amadeus Business Development Hospitality; Cinta Masso, Sales Director at Enterprise Rate Gain, among other representatives of the sector.

The day ended with the presentation of awards to Eduardo Santander, for his “global leadership”; Marian Muro, for “contribution to a destination”; Helena Murano, as a “committed person”; and John Sage as a “committed company”.

Source: FITUR / IFEMA MADRID.