Some 2,500 women from all tourism backgrounds heeded the call this August to stand in solidarity with their sisters – an industry whose workforce comprises 70% women and has been ravaged by the effects of the lockdown.

The images gathered throughout the month of August during the #IAmtourism campaign to raise awareness about the important role of tourism in South Africa’s economy and the importance of tourism to the livelihoods of women, have been brought together in the image of a lioness, sending a strong message to Government that tourism women are ready and eager to get to work immediately.

“Like lionesses, we are ferocious in our desire to work together and protect South Africa’s share of its international tourism market,” says campaign spokesperson Thembi Kunene-Msimang.

”As South Africa enters Tourism Month in September, we believe this is the perfect time to shine a lens through the #IAmTourism lobby on the incredible potential of the tourism sector to stimulate its recovery and ensuring inclusive economic growth and employment.”