Women Driving Ethical Tourism: A Guide’s Story

Tourism is a powerful tool for cultural exchange, education, and social impact. At Kagumu, we love getting to know the women we work with who are at the very heart of these transformative experiences.

To celebrate International Women’s Day this year, we meet Ana Cristina, an inspirational local tour guide and operation manager, born and raised in Medellin, Colombia.

Ana has spent the past decade ensuring that tourism benefits local communities while providing visitors with immersive and meaningful experiences.

The heart of sustainable tourism

Ana believes in connecting travelers with community-led projects, fostering genuine interactions that have a mutual benefit for the locals and visitors. 

She believes it’s a great way to promote local entrepreneurship and help community leaders to sustain their initiatives and drive long-term development – all deeply rooted in responsible and sustainable travel.

Her approach to each educational tour ensures that tourism does not exploit, but rather uplifts, the people and environments that are visited. Every experience highlights the strength and creativity of locals.

Whether it’s a dance class preserving cultural heritage, sharing powerful personal stories, or a workshop painting the past and future of a community, these activities create lasting social impact that break stereotypes and show a vulnerable and authentic side to every group.

One of the key aspects of her work is guiding visitors through projects that highlight the resilience and innovation of local women.

One shining example is an Afro-Caribbean musical heritage initiative on the Colombian coast called Batambora. Here many women take on leadership roles defending their territory from gentrification; organizing initiatives to protect natural resources of the region and preserve cultural traditions.

Their dedication goes beyond economic development—it is about ensuring a sustainable and inclusive future for their community.

Challenges women face in tourism

Despite their invaluable contributions, women in tourism often face barriers in a male-dominated industry.

“There have been times when I’ve given instructions, and they’ve been ignored, but when a male colleague says the same thing, everyone listens,” Ana says.

“And in a decade in tourism, I’ve only ever worked with one female driver. That tells you a lot about the imbalance.”

Women’s impact in community projects

While not all the community projects Ana visits on her tours are led by women, female leaders are often the driving force behind urban transformation and environmental conservation efforts.

One name immediately comes to Ana’s mind: Laura Rubio, a biologist and expert in agroecology.

“Laura took a piece of abandoned land and turned it into an urban garden,” Ana says, her eyes lighting up. “She’s creating biodiversity in the city of Medellin and educating others about sustainable practices. Her work proves that conservation and urban life can go hand in hand.”

Ana has seen how responsible tourism empowers women, whether through financial independence for artisans, leadership roles for young guides, or platforms to get their voices heard.

Stories like Laura and Batambora’s have reinforced Ana’s belief that change is possible when people come together with a shared vision. Travel, when approached responsibly, can serve as a bridge between cultures, connecting people not just through landscapes and experiences, but through shared struggles and aspirations.

The impact goes beyond a visit—it sparks conversations, influences perspectives, and encourages ongoing support for these initiatives long after travelers return home.

Travel can break down barriers and create opportunities

As International Women’s Day approaches, Ana shares a simple yet powerful message:

“Travel has the power to break down barriers, challenge stereotypes, and create opportunities for meaningful cultural exchange. When travelers engage with women-led projects and hear firsthand stories of resilience, they understand why gender equality matters.

And responsible tourism provides economic independence to women, fostering leadership and development in communities.”

How you can support women in tourism

• Choose women-led businesses and guides.
• Participate in responsible tourism initiatives and listen to the stories of local women.
• Respect the privacy of women guides and project leaders, as well as fostering safe and inclusive interactions.
• Buy handmade crafts and attend community-led experiences.
• Share your experiences with others and on social media to give them exposure!

Ana continues to inspire visitors on her tours in Medellin and is also part of Estamos Listas, a political movement with a mission to advance gender equality in Colombia.

Have you had an inspiring guide? Tell us about her!