IWD2023: “Gender equity in the industry is not only desirable but also necessary,” - Macao Government Tourism Office Director
“Gender equity in the industry is not only desirable but also necessary.
Women will choose destinations to visit that best cater for their needs and as workers in the tourism industry they certainly have a valuable contribution to make”
Macao Government Tourism Office (MGTO) serves an important role in Macao, China as tourism is the backbone of the destination’s economy. As the director of MGTO, Maria Helena de Senna Fernandes explains the essentiality of non-profit organisations in social innovation to achieve equity, not just for gender, but for the entire community as a whole.
1. In what ways do you think non-profit organisations in tourism (NTOs, educational institutes, Associations, to name a few) can help the industry progress in the field of social innovation as a whole?
Nonprofit organisations are fundamental to keeping the tourism industry on the right track. It is particularly clear when we want to raise the bar on issues that cross the whole society; it has been the case for Macao, China to develop as a UNESCO creative city of gastronomy. This is a project that involves preserving our gastronomic culture and above all embraces sustainable development. Without having nonprofit organisations on board, whose main concern is to advocate for Macao, China's cultural inheritance, our initiatives could not have the reach or depth we aim for.
2. How can social innovation contribute to more equity in the tourism sector and can you give examples of best practices from your organisation?
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To start, by making destinations more inclusive to all kinds of visitors. An example that comes to my mind is a collaboration that we had on a travel capacity programme for travel trade on sign language to better serve deaf and hearing impaired visitors. Another one is a barrier-free access guide we compiled about Macao, China tourism attractions, as well as our revamped Macau Grand Prix museum that is now barrier-free.
On the other end, destinations need to innovate to ensure the whole community feels included in tourism development. A case in point is a new strategy we are adopting in Macao, China to help develop community tourism. The city’s gaming and tourism operators are now responsible by contract to present related projects; together with the government efforts, we hope that this approach will create synergies between the state-of-the-art integrated resorts and the older neighbourhoods in our destination.
3. Where do you see potential obstacles to social innovation and how can those be overcome?
Obstacles for social innovation can be many but when there's a will, there's a way. An effective way to ignite social innovation is to lead by example, and I see that happening in Macao, China.
Here the major tourism operators are among the biggest investors and employers in the city, and they are introducing better practices in the industry. Continuous education, nurturing of entrepreneurship, and other programmes to empower employees and the community are part of their sustainability and corporate responsibility strategy. Some have even been distinguished by the PATA Gold Awards and I believe that their lead can help spread better practices.
4. What’s the ONE message that you would like to send to the industry on achieving gender equity in tourism?
The one message I would like to send is that gender equity in the tourism industry is not only desirable but necessary. If we look at tourist flows, women are travelling in great numbers in Macau last year- 53% of our visitors were female whereas a decade ago they were less than half. This is an important travel segment and destinations should take note.
At the end of the day, it is a two-way street. Women will choose destinations to visit that best cater for their needs, and as workers in the tourism industry, they certainly have a valuable contribution to make.
About Macao Government Tourism Office (MGTO)
In accordance with Macao Special Administrative Region (Macao SAR) Government’s strategy of positioning and developing Macao, China as a World Centre of Tourism and Leisure, Macao Government Tourism Office (MGTO) serves as the public entity responsible for implementing, analyzing and assisting in formulating the tourism policies of the Macao SAR to enhance Macao’s reputation as a quality destination.
Together with local trade, MGTO promotes Macao’s tourism products and services in the leading and emerging tourism markets and evaluates and seeks to develop potential markets to attract diverse visitor sources for Macao, China.
Locally, MGTO plays an important role in fostering the improvement and diversification of tourism products as well as promoting, coordinating or facilitating a variety of tourism projects and mega events.
