Women entrepreneurs who set up tour operators
We are so lucky to work with so many fantastically inspiring entrepreneurs – many of them women.
We have women who run their businesses alongside raising families; who have won armfuls of awards; who have expanded their businesses into many countries; who’ve raised thousands for charity; and who serve as mentors. Reading their stories, you might think it’s some prerequisite that women must help each other. No one asks for help – least of all, it seems, female entrepreneurs. Yet all are businesswomen who are creating bright futures for future female leaders.
We work with far more women entrepreneurs than there are pages in this guide. But you can discover them in our list of holidays run by female entrepreneurs.
We have women who run their businesses alongside raising families; who have won armfuls of awards; who have expanded their businesses into many countries; who’ve raised thousands for charity; and who serve as mentors. Reading their stories, you might think it’s some prerequisite that women must help each other. No one asks for help – least of all, it seems, female entrepreneurs. Yet all are businesswomen who are creating bright futures for future female leaders.
We work with far more women entrepreneurs than there are pages in this guide. But you can discover them in our list of holidays run by female entrepreneurs.
I would love to have more women work with me.![]()
Ridhi Patel – Volunteering Journeys
Ridhi is originally from Kolkata. Passionate about both volunteering and travel, she founded Volunteering Journeys in India to inspire more people to spend time learning about local culture. Several of her projects employ only female staff, which can help to break down communication barriers in the communities where she works.
Ridhi faced challenges in operating her business and in convincing people to take her seriously. “The travel sector is quite male dominated. I had to prove my credibility as a woman. I had to make sure I could hold the fort and deliver as I promised.”
It was soon clear what direction the business would take. “My business grew very organically – a couple of women came to us and asked us to teach them, that’s where I started from. We focus on English skills, embroidery skills, and computer skills. We have focused on women, as it gives them confidence. It makes them emotionally stronger – but also financially stronger.”
Since then, she’s gone on to provide opportunities in the community for women who want to work. “My main operations coordinator was one of the girls who came to our English classes. I’m training her now to become the manager of my entire India operations – she’s been amazing.”
“In India education has spread and women are becoming equally educated. As that has increased, there’s a lot more awareness towards, and exposure to, jobs.”
As for the future? “I would love to have more women work with me,” says Ridhi, “I feel that female-led companies are so few and far between.”
Ridhi faced challenges in operating her business and in convincing people to take her seriously. “The travel sector is quite male dominated. I had to prove my credibility as a woman. I had to make sure I could hold the fort and deliver as I promised.”
It was soon clear what direction the business would take. “My business grew very organically – a couple of women came to us and asked us to teach them, that’s where I started from. We focus on English skills, embroidery skills, and computer skills. We have focused on women, as it gives them confidence. It makes them emotionally stronger – but also financially stronger.”
Since then, she’s gone on to provide opportunities in the community for women who want to work. “My main operations coordinator was one of the girls who came to our English classes. I’m training her now to become the manager of my entire India operations – she’s been amazing.”
“In India education has spread and women are becoming equally educated. As that has increased, there’s a lot more awareness towards, and exposure to, jobs.”
As for the future? “I would love to have more women work with me,” says Ridhi, “I feel that female-led companies are so few and far between.”
I’m starting to believe that what we are doing is something we should be proud of.![]()
Jess Brooks – Eternal Landscapes
Jess splits her time between Devon, the UK, and Mongolia. A fellow of the Royal Geographical Society, Jess started Eternal Landscapes in 2010 and is passionate about developing the talents of her local staff. She is proud that her team of guides are all Mongolian women, and the company runs a free training programme for Mongolian women who want the opportunity to work in tourism.
Jess has just been shortlisted for ‘Gender Equality Champion of the Year’ at awards set up by Gender Equality in Tourism. She applied after encouragement from her sustainability advisor. “It’s outside my comfort zone… but I do tell my team of girls you have to do things that push you out of your comfort zone.” How did it feel? “To be shortlisted gave all of us a huge, huge, huge boost,” she says.
It was the company’s inception that set the tone for how they operate, “We were so new we couldn’t get contracts with accommodation providers, we couldn’t find guides,” says Jess. “So we decided, let’s build partnerships, let’s stay with families. That way, they get an income and we provide opportunities to women.”
The company still stays true to this principle. “All our guides are Mongolian women, our two managers, our accountant. Just naturally we put support back to women in the wider community.”
They partner with a women-led quilting centre, and a felting initiative, and a women-led association that is working to protect the Mongolia khulan – the wild ass, which gets far less attention globally than animals like the snow leopard. In the future, they are looking to build a guiding school to train more women in the country.
Asked to recount their successes, Jess says, ‘Our work with women. Maybe our contribution is small, but we are helping to make tourism a positive force for change. I’m starting to believe that what we are doing is something we should be proud of.”
Jess has just been shortlisted for ‘Gender Equality Champion of the Year’ at awards set up by Gender Equality in Tourism. She applied after encouragement from her sustainability advisor. “It’s outside my comfort zone… but I do tell my team of girls you have to do things that push you out of your comfort zone.” How did it feel? “To be shortlisted gave all of us a huge, huge, huge boost,” she says.
It was the company’s inception that set the tone for how they operate, “We were so new we couldn’t get contracts with accommodation providers, we couldn’t find guides,” says Jess. “So we decided, let’s build partnerships, let’s stay with families. That way, they get an income and we provide opportunities to women.”
The company still stays true to this principle. “All our guides are Mongolian women, our two managers, our accountant. Just naturally we put support back to women in the wider community.”
They partner with a women-led quilting centre, and a felting initiative, and a women-led association that is working to protect the Mongolia khulan – the wild ass, which gets far less attention globally than animals like the snow leopard. In the future, they are looking to build a guiding school to train more women in the country.
Asked to recount their successes, Jess says, ‘Our work with women. Maybe our contribution is small, but we are helping to make tourism a positive force for change. I’m starting to believe that what we are doing is something we should be proud of.”
We want to keep pushing for more female guides.![]()
Claire Copeman – Adventure Tours UK
Claire co-founded Adventure Tours UK in 2019 and is the company’s director. Passionate about promoting the UK as an adventure destination, but doing so without detriment to the environment, Claire carbon-labelled all of their trips in 2020. Her company was awarded B Corp status in 2023.
Claire wants there to be more female guides in adventure tourism. “There are not enough female leaders out there,” she says, an absence that’s felt, “Especially when we have mixed groups or families with young daughters.”
Recounting her successes (and pulling the various awards down from the shelf above her desk) Claire explains her story, “We were one of the very first operators in the UK to carbon label our tours, in December 2020. That gave us the impetus to apply for B Corp status – that’s the absolute cherry on the top – getting that – we got it in March 2023.”
What’s next? “We want to keep pushing for more female guides,” she says, and is looking into running women only trips in future.
Claire wants there to be more female guides in adventure tourism. “There are not enough female leaders out there,” she says, an absence that’s felt, “Especially when we have mixed groups or families with young daughters.”
Recounting her successes (and pulling the various awards down from the shelf above her desk) Claire explains her story, “We were one of the very first operators in the UK to carbon label our tours, in December 2020. That gave us the impetus to apply for B Corp status – that’s the absolute cherry on the top – getting that – we got it in March 2023.”
What’s next? “We want to keep pushing for more female guides,” she says, and is looking into running women only trips in future.
People’s focus for travel has changed. I think that people are travelling for purpose now more than they used to.![]()
Marian Thompson – M&J Travel and Tours
Marian Thompson is co-founder and managing director of M&J Travel and Tours, and has been for 32 years. She operates the company from Ghana, where they offer fantastic, specialised tours of the country. Marian says that M&J stands for ‘money and jobs’ and this successful company has helped many people – including women – get a start in the tourism industry.
“In Ghana we have a lot of female entrepreneurs – in agribusinesses, construction, agroprocessing, real estate development…” In fact, an estimated 46 percent of Ghanian entrepreneurs are female.
In her long career, Marian has worked with many women, and helped many get their starts in the industry. They’ve gone on to do wonderful things, “Some have done very well – one of them was knighted by the Queen! Her name is Mrs Adelaide Addo-Fening. I’m so proud of her. I’ll never forget her. We’ve been good friends since – there’s no time I need her help when she wouldn’t come, she wouldn’t assist.”
In her long career, Marian has noticed her travellers being more tuned in to projects that help the community. “People’s focus for travel has changed. I think that people are travelling for purpose now more than they used to.” It means that she looks for tours that fill that need, for instance, taking them to participate in workshops run by female artisans. Most recently, she’s been working with a female cultural curator in Accra, to run trips through the city’s burgeoning art scene.
“In Ghana we have a lot of female entrepreneurs – in agribusinesses, construction, agroprocessing, real estate development…” In fact, an estimated 46 percent of Ghanian entrepreneurs are female.
In her long career, Marian has worked with many women, and helped many get their starts in the industry. They’ve gone on to do wonderful things, “Some have done very well – one of them was knighted by the Queen! Her name is Mrs Adelaide Addo-Fening. I’m so proud of her. I’ll never forget her. We’ve been good friends since – there’s no time I need her help when she wouldn’t come, she wouldn’t assist.”
In her long career, Marian has noticed her travellers being more tuned in to projects that help the community. “People’s focus for travel has changed. I think that people are travelling for purpose now more than they used to.” It means that she looks for tours that fill that need, for instance, taking them to participate in workshops run by female artisans. Most recently, she’s been working with a female cultural curator in Accra, to run trips through the city’s burgeoning art scene.
I always say Xperience Pakistan is my social legacy project.![]()
Saadia Baber – Xperience Pakistan
Saadia is CEO and founder of Xperience Pakistan, which she set up to help change perceptions of the country. “I always say Xperience Pakistan is my social legacy project,” says Saadia. Islamophobia means that Muslim people in the UK are treated unfairly, and subject to harassment and scrutiny. “I’ve three sons, they are Muslim Pakistanis, and they will always be profiled, ” says Saadia. In her view, tourism can be the key to change – and she looks at India as an example. “A lot of people go to India and so they are open-minded. They don’t just believe the media.”
There is a way to help people understand Pakistan, and that is through its women. “There’s a misconception that Pakistan is backwards, but female entrepreneurism exists in Pakistan and I want to showcase this.” Her tours visit a carpenter’s workshop, and cafes – all run by women. Some women can’t run businesses like this, though, and Saadia has still found a way to support them, by encouraging her travellers to purchase their crafts. “Not everyone can leave their homes as they have young children or family obligations.” Her tours visit shops where people can buy home-made purses. When you do, open it up and look at the label. “If your bag says ‘Aisha’ in it, everything you paid goes to Aisha.”
There is a way to help people understand Pakistan, and that is through its women. “There’s a misconception that Pakistan is backwards, but female entrepreneurism exists in Pakistan and I want to showcase this.” Her tours visit a carpenter’s workshop, and cafes – all run by women. Some women can’t run businesses like this, though, and Saadia has still found a way to support them, by encouraging her travellers to purchase their crafts. “Not everyone can leave their homes as they have young children or family obligations.” Her tours visit shops where people can buy home-made purses. When you do, open it up and look at the label. “If your bag says ‘Aisha’ in it, everything you paid goes to Aisha.”
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