TUI Futureshapers Women Tour Guides

Across Europe’s major cities, tourism plays a vital role in creating jobs and supporting local economies. But many women who have the experience, creativity and motivation to contribute to the sector still encounter barriers that prevent them from doing so. TUI Futureshapers Women Tour Guides supports women who are often under-represented in tourism by providing them with structured training, safe spaces to gain confidence, and the practical tools needed to turn their ideas into sustainable tourism products.

Over two years, the project supports 40 women through a comprehensive training programme that combines storytelling, guiding skills, tour development and essential knowledge for self-employment. The programme begins by introducing participants to the foundations of tour guiding, including place-based storytelling, how to design an engaging route, and the principles of responsible tourism. As participants grow in confidence, they receive guidance on developing their own tour concepts, drawing on personal experiences, cultural heritage or local neighbourhood knowledge.

Through this process, the project expects up to 10 new tour products to be created across the three cities, each reflecting personal stories that offer tourists a unique and authentic way to experience their surroundings.

As the tours take shape, the project actively showcases participants’ work through a series of promotional and visibility activities. Across London, Edinburgh Amsterdam and Berlin, 16 events highlight the women’s achievements. These include open days, public programme launches, community celebrations and networking events that bring together local tourism stakeholders, policymakers, civil society and the wider public.

To support long-term sustainability, the project facilitates professional connections with tourism partners and helps the guides access platforms where tours can be marketed and booked. A series of media and trade activities raises awareness about the new tours amongst travel journalists, influencers and tourism professionals. These activities create opportunities for participants to build visibility and generate early bookings as they move towards self-employment.

This project builds directly on the success of TUI Futureshapers London, where eight women from diverse backgrounds transformed their personal stories into guided tours that offered visitors an intimate perspective on London’s neighbourhoods. It shows how training, coaching and storytelling can spark both economic empowerment and powerful cultural exchange within a variety of cultural landscapes, whilst also focusing on inclusion, creativity and social impact.

Through hands-on coaching, community-based training spaces and city-wide visibility, TUI Futureshapers Women Tour Guides empowers women to tell their stories, share their heritage and contribute to a more inclusive and diverse tourism landscape. The tours they create not only generate income but also celebrate stories that are too often untold, helping to build a tourism sector that truly reflects the richness of the cities it represents.

Women in Travel CIC is a UK based award winning social enterprise that connects underserved, diverse female talent to employment and enterprising opportunities in the travel, tourism and hospitality industry. It partners with employers and organisations to provide talent services, education and events that foster a more diverse and inclusive industry.