A Message From WORTH Association’s President & Founder

In the past, I have described WORTH’s advocacy work as “lonely.” The WORTH team has been on an uphill battle at times to gain funding, support and recognition for our volunteer efforts. When I contacted the tourism folks in Ottawa for data on gender, I was met with confusion and the statement, “nobody has ever asked for this before.” While women in the industry have cheered us on, we do not always receive the same response from men in positions of power or influence. On several occasions, people have asked me if we even need a women’s association.

Since the start of the COVID-19 pandemic, hundreds of thousands of dollars have gone into publishing frameworks, strategies and labour studies. These documents sound the alarm over how to solve the labour shortage, without any mention of women. I’m amazed that we aren’t recognizing that women were the hardest hit with job losses and continue to be disadvantaged. For the past six months in BC, the percentage of men in tourism has increased over 2019 numbers. Yet we’ve seen women’s workforce participation decrease each month for the past three years. Simply put, we are gaining men but consistently losing women.

On the bright side, our advocacy efforts are feeling less lonely. WORTH Association joined the Women in Hospitality Leadership Alliance, a global community of over 25 organizations dedicated to moving the dial. In September, we presented our research at the WITHorg conference in Toronto, a gathering of hundreds of women in tourism and hospitality leadership. Closer to home, we ran a workshop on biases and barriers at the Tourism Industry Association of BC’s annual general meeting. There, we learned the Association’s bylaw changed to ensure 50% gender parity and 30% representation from under-represented groups. Even better news? The BC Hotel Association fulfilled their commitment of board diversity from the 50-30 challenge, an achievement they committed to in 2021.

To see the industry commit to diversity, equity and inclusion brings me hope. It is long overdue, but it is progress nonetheless. While the road ahead is long, we are in good company with some fine associations working alongside us.

What about you? Do you want to join our efforts? Everyone is welcome. Send me a note at joanna@worthassociation.com to discuss partnerships and volunteer opportunities. We could use some company.

- Joanna