Tourism is a growing economic activity in Brazil and with a significant presence of women. Worldwide, they make up 54% of the sector’s workforce, according to the World Travel & Tourism Council (WTTC), the renowned trade authority for global tourism. Women’s participation is highlighted in travel agencies, tour operators, accommodation establishments and catering services. But not only. They occupy more and more space in leadership positions and as entrepreneurs.
They improve, innovate and grow stronger. This is what I see in my daily life as Secretary of Tourism at the Tourist Office of São José do Barreiro, gateway to the Serra da Bocaina National Park and destination for ecotourism and historical tourism. Here we have the Barreiro Connection, a group of women entrepreneurs who are looking for new ways to leverage their tourism-related businesses, mainly in gastronomy and crafts.
I myself am part of this movement of more women in tourism. I have worked in tourism companies in the private sector, I study tourism in college and a few months ago I took over the portfolio of the Department of Tourism. My main objective is to promote our tourist structure so that it innovates and grows. Barreiro has been a tourist resort for 24 years, has natural and built attractions of great importance, is located on the Rio de Janeiro-São Paulo axis, but does not yet fully exploit its tourist potential.
We are building this brick by brick. But the climate is very favorable. Here, private initiative is a partner of public authorities, like the women entrepreneurs of Conection Barreiro and the very active Municipal Council of Tourism (Comtur). And we have the support of the Tourism Department of the São Paulo State Government, which helps us structure very important tools for a destination to thrive.
These are indicators that will guide us in public policies for tourism, as well as to subsidize entrepreneurs to develop their businesses here in São José do Barreiro. And we have other important partners, such as the Association of Town Halls of Resort Towns of the State of São Paulo (Aprecesp), the Association of Businesswomen (Amepic) and the Association of Town Halls of Municipalities of Tourist Interest in the State of São Paulo. Paulo (Amitesp), who encourage the participation of women also in the management of tourism.
An example of this is the first meeting of Mulheres do Turismo Paulista, held on September 27 in Jundiaí, on the occasion of World Tourism Day, celebrated on the same date. The event, which included the participation of the first lady of the State of São Paulo, Luciana Garcia, in addition to the first ladies of the municipalities of tourist interest and seaside resorts of São Paulo, tourism officials, secretaries, directors, tourism technicians and tourism specialists, shows the strength of women in tourism in São Paulo.
The event also announced the creation of the São Paulo Tourism Women’s Forum to exchange experiences and discuss the future of tourism throughout the state of São Paulo. It will certainly be a huge learning experience to participate in this forum. The tourist resort of São José do Barreiro is part of this movement of more women in tourism management, always aiming to offer memorable experiences to tourists, experiences that bring them back to our land.
Ana Paula Almeida is the tourism secretary of São José do Barreiro.
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