South African women working in tourism are being celebrated in a new campaign called #IAmTourism.

As part of ‘Women’s Month’ during August in South Africa, the initiative highlights the important role of women – who make up 70% of South Africa’s tourism workforce.

It is part of a bigger campaign called ‘South Africa is Travel Ready’ which unites tourism and hospitality players to support the recovery of inbound tourism.

The campaign is supported by South African Tourism, Travel Business Council South Africa (TBCSA) and South African Tourism Services Association (SATSA).

The #IAmTourism campaign will highlight one woman every day in August, describing how they got into tourism, their journey since lockdown, the importance of tourism and how they empower their fellow women in travel.

These stories will be YouTube and other social media platforms, and in blogposts and media articles.

A social media campaign features thousands of women holding up #IAmTourism signs.

Kgomotso Ramothea, acting hub head at South African Tourism, said: “We fully support this initiative which celebrates the innovative, entrepreneurial women who are leading the charge in South Africa’s tourism sector.

“We encourage women from the UK to submit their photos to to show solidarity with the industry in South Africa.”