The events industry is undergoing a significant transformation, with women at the forefront of driving change in crucial areas such as sustainability and collaboration. But while women dominate numerically, their presence in leadership roles tells a different story. According to the IBTM Event Management Gender Equality Report, published in 2022, only 16% of women hold director positions compared to 32% of men, and at the executive level, a mere 17% are women. This stark contrast raises questions about the industry’s structure and the barriers women face in climbing the corporate ladder.

Carol Weaving, RX Africa Managing Director, offers insight into this paradox: “Female event planners often bring a deeper understanding of people guided by their sensitivity and authenticity. Their innate ability to offer a more nuanced approach resonates deeply with attendees and participants.” Yet, she also noted, “Women often face stereotypes that question their ability to effectively lead and manage events due to gender bias.”

This juxtaposition highlights an issue: while women’s skills are valued in execution, they seem to be overlooked in leadership considerations. The reasons for this discrepancy are multifaceted, ranging from ingrained biases to structural barriers.

However, there’s a silver lining. Many companies recognise this disparity and are taking active steps to address it. At RX Africa, said Weaving, various incentives are consistently run to recognise the work of their teams. Regular networking events celebrate colleagues’ achievements, promote staff abilities regardless of gender, and maintain a non-discriminatory environment. Additionally, ongoing compulsory training, alongside optional sessions, ensures equality is an integral part of the business. This gradual shift is helping to build a pipeline of female talent ready to step into senior roles.

For the Decorex Africa team, which is almost entirely female, advocating for these women is essential for nurturing diversity, challenging stereotypes, driving innovation, achieving economic growth, promoting social equity, and reflecting the rich cultural fabric of the nation. “Our country’s rich cultural diversity should be reflected in its design industry, and championing women ensures this is accurately and fully represented,” commented Bielle Bellingham, Decorex Africa Executive Creative Director. “Often, women design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”

Diverse Perspectives on Industry Dynamics

Not all women in the industry view their experiences through the same lens. Olivia Gradidge, Marketing Manager at Africa Travel Week, sees women’s collaborative nature as an asset: “Women are seen as having a natural motherly nature to the way in which they work. Collaboration and inclusivity come naturally to them.”

However, this perspective, while positive, could inadvertently reinforce stereotypes that pigeonhole women into specific roles or expectations. It’s crucial to recognise that women’s approaches to work are as diverse as women themselves, she said.

This diversity of perspectives and leadership styles is increasingly seen as a strength in the industry. Companies that embrace a range of leadership styles often report higher innovation and better problem-solving capabilities.

Sustainability: A New Frontier for Female Leadership

Sustainable event practices are emerging as an area where women are taking the lead. Gradidge noted, “As natural nurturers, women approach projects uniquely. We tend to prioritise sustainable and ethical tourism practices in the workplace.”

This trend offers new avenues for women to showcase leadership skills and drive industry innovation. The focus on sustainability aligns well with growing market demands and provides opportunities for women to shape the future of the industry.

While it’s important to avoid reinforcing stereotypes about women’s ‘nurturing’ nature, the leadership in sustainability demonstrates how women are carving out new niches and redefining industry standards.

For the Decorex Africa team, which is predominantly female, advocating for women is essential to nurturing diversity and driving innovation. “Our country’s diverse culture should be represented in its design industry, and championing women ensures this,” said Bielle Bellingham. “Women often design with a focus on community and social impact, leading to projects that benefit society as a whole. By supporting their work, we foster a more inclusive and forward-thinking industry.”

“We’re seeing women lead the charge in creating more sustainable and collaborative events,” added Bellingham. “Their unique perspectives and approaches are reshaping how we think about event planning and execution.”