Celebrating Innovative, Resilient Women in Tourism

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Women are thriving in South Africa’s tourism industry, leading with resilience, innovation, and influence. From the boardroom to the hiking trail, they are paving pathways for others to follow.

According to the Department of Tourism, women make up 70% of the tourism workforce in South Africa, and their voices are being amplified now more than ever.

CapeNature’s Green Noise Podcast Shines a Spotlight

To mark Women’s Month, CapeNature is celebrating the role of women in tourism through its groundbreaking Green Noise podcast series. The latest episode, recorded at the scenic Assegaaibosch Nature Reserve near Stellenbosch, features two special guests: Julia Louw, Head of Leisure Tourism at Wesgro, and Itumeleng Pooe, Managing Director of Afri-Centric Luxury Travel.

Hosted by Dan Corder, the conversation, aptly titled The SHE-E-O’s of Tourism, explores women’s contributions, leadership, and the challenges they face in shaping South Africa’s tourism sector.

Women Leading with Purpose

“Women’s contributions too often go unacknowledged, so I was inspired to dedicate an entire episode of CapeNature’s Green Noise podcast to them,” says Loren Pavitt, CapeNature Marketing & Promotions Manager.

In the episode, Louw highlights Wesgro’s culture of empowerment: “We have a very strong CEO who is female. Most of our C-suite are females, and within my team, the majority are females. It’s not something we necessarily put out there, but it’s something that happens naturally.”

Pooe, who has been in the industry for 30 years, speaks candidly about both the opportunities and challenges. “Tourism can narrow the gap between rich and poor in urban and rural areas,” she says. “I’ve always been excited about the opportunities tourism brings, but you also realise support can be sporadic or inconsistent.”

Storytelling at the Heart of Tourism

Tourism in the Western Cape thrives on authentic storytelling. Wesgro’s campaign With Love from the Locals showcases voices like Aunty Poppy, celebrated for her roosterkoek in Beaufort West, and Carmen Stevens, a pioneering winemaker in Stellenbosch.

“For visitors, there’s no better way to learn about a destination than from those who live there,” says Louw. “We are ultimately the best storytellers of our destination.”

Amplifying Voices Beyond Women’s Month

At CapeNature, the celebration goes beyond seasonal campaigns. “Conversations like these amplify authentic female voices, showcase women as economic and cultural pillars, and inspire the next generation of tourism leaders,” says Pavitt.

By literally standing in the river during the recording, the Green Noise podcast framed tourism as a shared journey across boundaries—a reminder of the importance of giving women space to be seen, heard, and celebrated.