“The workforce of the future” is a topic that gets a lot of attention in 2025. Organisations are looking to engage the Gen Z demographic to attract and retain their talent: a generation that statistically, represent around a quarter of the workforce right now (a share that’s predicted to rise to almost a third by 2035), but will work until they’re 70, and in many cases, will take on professional roles we currently can’t even dream of. They’re a brave and globally savvy generation that takes technology in their stride, and knows their worth both in and out of the workplace. However, how we engage with, mentor, and support this headstrong group of current and future colleagues is a responsibility that is, or should be, faced by every sector both here in the UK and around the world. 

Women in Tourism is no different. An organisation that started in 2015, we work to create an inclusive and friendly group of women working at all levels in the tourism sector – our chapter started, and is based in, Scotland, with members situated from the Borders to the Outer Hebrides. In an effort to understand more about our members’ priorities, our new board recently surveyed the WIT membership, looking to improve what we do and how we welcome women at all levels in the tourism and hospitality sector in Scotland. Our membership is small, but mighty, and while it’s predominantly made up of senior women in the sector, we learned a lot from the results about how we can work to attract members at the start of their careers. Here are some of the key takeaways: 

Network is everything 

The wonderful thing about tourism is that its reach is expansive. You could be working in the busiest attraction in central Glasgow, or the tiniest visitor centre on a remote island, but your purpose is the same: to welcome visitors to our amazing country, help them make great memories, and to pass those positive experiences on. In a sector like ours, a supportive network is vital to making sure everyone feels part of that bigger picture. We’re working to strengthen that network over the coming months and years through events both on and offline, mentoring opportunities, and more general visibility of the Women in Tourism cohort so that members and members-to-be feel included and valued. 

Communication is vital 

Tourism and hospitality all boils down to people. Warmth, friendliness, conversation are all part of our sector’s DNA, so it’s no surprise that’s what colleagues value too. Communication can take many forms, from dynamic presentations to positive social media posts, networking sessions that allow for longer conversations, to regular emails that can be read at leisure. What’s important is finding the formats that work best for your audience. We’ll be testing and learning over the coming months, and we’d love your feedback on what’s working for you, and what isn’t. Let us know using your preferred method. 

Advocacy should be central to our purpose 

In an age where everyone is competing on what’s the most important topic of the day, the women in our sector want to feel represented on key issues, whether that’s inclusive pay and benefits, or on their contribution to Scotland’s presence on the world stage. Advocating for our members on what matters to them is so important. From boosting our presence and our voice in on and offline channels, to creating a programme of direct engagement with policymakers here in Scotland, we’ll grow our voice on behalf of women working in our sector to champion what’s important to them. 

​​However, the biggest challenge for us, and one that will continue to be, is how we engage the next generation of women in tourism. Our membership is broadly made up of those in senior positions in tourism, those who, from a number of years in the sector, understand the value of peer-to-peer engagement, of a priceless chance conversation over event drinks, or the fizz of inspiration sparked by a carefully chosen event speaker’s presentation. We want to light that fire in the next generation by improving the visibility of Women in Tourism and what it offers, particularly how we enable and support growth and development in our sector. 

Ultimately, there’s always more to learn. Regular surveys support that learning, as does listening to your audience and finding out what makes them tick, what gets them up and out to work each morning. Ours, and organisations like ours, are united in our love of working in this amazing industry, and its long-term sustainability is rooted in ensuring that what we offer, and what the sector offers, are accessible and relevant to the next generation.  

We’re excited to be embarking on this new chapter of Women in Tourism, hitting the balance of achievable and aspirational in every event and every communication point for all women working in our sector – whether they’re members, or members to be.  

Come and join us. 

Lesley Williams is Chair of the Board for Women in Tourism