Business Case - Tourism Sector
USAID Makanati Women’s Economic Empowerment and Leadership Activity
Aug 2023 - June 2024
Objective: To analyze internal factors affecting women's employment and career advancement in Jordan’s tourism private sector, identifying challenges in workplace policies, cultural norms, and professional development and to provide actionable recommendations for public and private stakeholders to foster a more inclusive and gender-balanced tourism industry in Jordan.
Key Activities:
Conducted a comprehensive literature review, analyzing primary and secondary sources to identify employment gaps, challenges and success stories for women in Jordan’s tourism sector.
Mapped key stakeholders and industry players, including private sector firms, sector associations, and policymakers.
Facilitated focus group discussions (FGDs) and key informant interviews, gathering insights on
Internal employment practices, identifying factors that limit women's hiring, retention, and advancement in the tourism industry.
Successful gender inclusion initiatives, analyzing interventions that reduced employee turnover and increased women’s leadership representation.
Developed a business case outlining sector gaps, evidence-based best practices, and strategic recommendations for workforce inclusion.
Proposed actionable strategies and activities to scale and replicate successful gender equity to foster workplace diversity, leadership development, and inclusive hiring practices.
Presented findings and strategic interventions to stakeholders, providing a roadmap for gender-responsive workforce development in Jordan’s tourism sector.