Women’s Day Special: Unveiling the Face Behind Best Tourism Villages

In celebration of International Women’s Day, we bring you an exclusive interview with Sandra Carvão, the driving force behind the Best Tourism Villages initiative at UN Tourism. Join Brand TD in a candid conversation with Sandra as we explore how this groundbreaking initiative is not only elevating rural destinations but also weaving empowering narratives of women at the grassroots level.

Brand TD: In what ways do you believe rural tourism has played a pivotal role in fostering the advancement of women?

Sandra Carvão (SC): Rural tourism addresses a crucial aspect, considering that 80% of people in poverty reside in rural areas. Utilizing tourism as a means to improve livelihoods is vital. Women in these areas often face more informal jobs, limited education, and restricted employment opportunities. Tourism emerges as a catalyst for change, offering women the chance to generate socio-economic income, supporting families, and aiding in the retention of population crucial for community continuity.

Brand TD: One of the main challenges in rural areas is depopulation. How can women help in mitigating depopulation in rural areas?

SC: Rural tourism empowers women by providing opportunities for community involvement or employment in tourism enterprises. Creating their socio-economic income not only benefits families but also helps combat depopulation. Retaining women in rural areas forms the foundation for community sustainability, as they become instrumental in fostering growth, familial continuity, and community existence.

Brand TD: What is the level of employment of women in rural population?

SC: In rural tourism, women constitute over half of the employment, surpassing the average in other sectors. The sector offers additional opportunities, especially for women engaged in physically demanding work elsewhere. Rural tourism becomes a complementing sector, attracting both local and external women, providing diverse prospects.

Brand TD: From your perspective and being a woman, how does the Best Tourism Villages initiative empower women further?

SC: The Best Tourism Villages initiative, part of Tourism for Rural Development programme under UN Tourism, focuses on socio-economic sustainability. It includes training, capacity building, and a network for villages, enhancing knowledge and facilitating participation in international events. We have case stories showcasing how tourism empowers women, preserving cultural heritage, and contributing to economic growth while addressing potential concerns.

Brand TD: Going forward in 2024, what is new on the cards?

SC: The 4th edition of the initiative of the Best Tourism Villages is now open for applications, emphasizing recognition’s importance in bringing local destinations to national attention. It fosters collaboration between local rural destinations and national governments, ensuring policy agendas consider rural areas. The network created by recognized villages promotes continuous learning, and the introduction of an online platform allows villages worldwide to evaluate and improve their development.

Brand TD: Being a woman and being in the tourism field, what is it like? What message do you have for young women entrepreneurs or those interested in the tourism field?

SC: Trust your capacities, be passionate, and love what you do. The tourism sector offers diverse opportunities, whether in data science, creative arts, or other areas. Regardless of gender, focus on your commitment and enthusiasm for the sector, and you’ll find immense potential and fulfillment.