Backlash or Breakthrough? At IWTTF, Women in Travel Double Down

Emily Goldfischer
1 hour ago
5 min read

The message was clear from the moment the morning began at the 6th annual International Women in Travel & Tourism Forum (IWTTF) and Awards 2025: this isn’t business as usual.

With a passionate commitment to building a more equitable, sustainable, and successful industry, IWTTF has become a one-of-a-kind platform for fresh thinking and lasting connections. The day was masterfully emceed by Jo Rzymowska, founder of Jovolution, who set the tone with warmth, humour, and an uncompromising call to action:

“We are seeing rollback… But this is the moment to double down—not to play it safe.”

Opening the day Zina Bencheikh, Managing Director EMEA at Intrepid Travel, reminded the room that 80% of travel decisions are made by women, yet women remain underrepresented in leadership and media. The message? Representation isn’t a side issue... it’s a business imperative.

In her welcome, Alessandra Alonso, founder of Women in Travel CIC and the visionary behind IWTTF, reflected on how far the movement has come and how much further it can go. From a grassroots initiative to a growing international network—now with an edition in Dubai—she urged companies and individuals alike to get involved.

From there, the morning rolled into a series of high-impact sessions: a stirring keynote from Jude Kelly CBE, founder of the WOW Foundation; a candid fireside chat between Zina and James Thornton, CEO of Intrepid; a keynote from Julia Simpson, President & CEO of the WTTC; and a thoughtful panel on visibility moderated by Juliet Kinsman, Sustainability Editor at Condé Nast Traveller, featuring Heather Campbell (Eurostar), Mahwuush Alam (One Perfect Group), Lee Ainsworth (Advantage Travel Partnership), and Max Siegel (Travel Photographer and Inclusion Consultant).

We’ll be diving deeper into each of those sessions with top takeaways—but first, a closer look at the keynote that reframed how we think about power, progress, and the stories we tell: Jude Kelly’s rousing opening talk.

“If You Don’t Like the Story, Change the Culture” — Jude Kelly’s Call to Action

Jude Kelly’s keynote was part memoir, part manifesto. She traced her path from a working-class upbringing in Liverpool to leading the UK’s largest arts venue, the Southbank Centre, where she became one of the most influential cultural figures in Britain.

“The arts taught me that stories create culture,” she said. “And if you don’t like the story, you need to change the culture.” That belief inspired her to launch the WOW (Women of the World) Festival, now a global platform amplifying women’s voices with festivals in more than 30 countries.

She opened with a nod to pop culture, referencing a 1980s beer ad that spoofed the line from My Fair Lady—“The rain in Spain stays mainly in the plain,” by swapping it for the now-iconic, “The water in Majorca don’t taste like what it oughta.” (which rhymes in a Cockney accent!!). The low-budget workaround became a cultural moment, one that Kelly highlighted as a shift in how travel was opening up for all women—not just the wealthy or posh—but also for working-class women to claim space and visibility.

But her stories quickly turned to more sobering realities. When WOW returned to Istanbul a few years ago, Jude described how the festival was forced to change. Once a joyful, open-air celebration in a public park filled with music, dance, and open dialogue, it was now confined to an indoor venue, the event had to be rebranded under the guise of 'family values.' “They didn’t ban us,” she said. “They just made it clear that anything about women’s rights had to be called 'family values.' That was the acceptable language now.” A stark reminder that the space for women's voices can just as easily contract as it can grow.

"We assume progress is linear. But it’s not. Rights are reversible."

The keynote landed as both a warning and a challenge: freedom isn’t guaranteed, and change can go in both directions. Jude Kelly reminded the audience that it wasn’t so long ago that women needed their husband’s permission to do almost anything––including signing a check, never mind travel––and while great strides have been made, those freedoms can be reversed.

5 Hot Takeaways from the Morning at IWTTF 2025

1. The DEI Backlash Is Real—But So Is the Pushback

Across multiple sessions, speakers addressed the elephant in every progressive boardroom: the global pullback from DEI. From the U.S. to the U.K., companies are slashing budgets, dropping targets, and muting language. One in eight U.S. companies have reduced or eliminated DEI efforts altogether.

But the mood at IWTTF was anything but defeatist. “This is not the moment to retreat,” said Jo Rzymowska. “We need allies—real ones—shoulder to shoulder with us.”

2. Allyship Is Good. Advocacy Is Better

Throughout the morning, the distinction between allyship and advocacy kept surfacing. Allyship is showing up. Advocacy is speaking up—especially when it’s uncomfortable. “Allyship is not about managing people or giving answers,” said Intrepid CEO James Thornton. “It’s about listening, challenging, and creating space for others to lead.”

In a deeply honest on-stage conversation, Thornton and Zina Bencheikh, MD EMEA at Intrepid, reflected on what real allyship looks like in action. “James saw something in me I didn’t see in myself,” Bencheikh said, sharing her journey from self-described “reluctant MD” to inspiring leader and role model.

3. Representation Isn’t a Trend, It’s a Business Strategy

DEI is not fluff. It’s performance. According to Zina Bencheikh, 80% of travel decisions are made by women—yet most leadership roles are still held by men. “We believe in progress over perfection,” she said. “And we’ve seen firsthand: the more we’ve invested in DEI, the more successful we’ve become.”

Bencheikh spotlighted her partnership with Women in Travel CIC, including their LeadHer programme, which helped five of 15 women in the pilot cohort secure promotions. She also praised Women in Travel’s mentorship trips for content creators and travel writers, aimed at diversifying whose stories get told.

4. You Can’t Have Meritocracy Without a Level Playing Field

“Don’t say you believe in meritocracy unless you’ve created the conditions for it,” said Julia Simpson, President, WTTC, recounting the moment she pushed back against a shortlist of all-male candidates for a senior role. Only when she demanded gender balance did the women appear, proving the talent was there all along. Without fair access to opportunity, education, mentorship, and networks, “merit” is just another way to uphold the status quo.

5. We Need to Change the Script—and the Culture

The "Navigating DEI Backlash, Sustainability, and ESG—What It Means for Travel, Tourism, and Hospitality" panel, moderated by Juliet Kinsman, brought clarity to one of the most misunderstood barriers to inclusion: culture. Not just company culture, but dominant narratives that reinforce who gets to lead, speak, and be heard.

From ageism to tokenism, inflexible work policies to backlash against pronouns and period leave, the panelists didn’t hold back. “The definition of privilege is thinking something doesn’t matter just because it hasn’t affected you,” said Kinsman, Sustainability Editor at Condé Nast Traveller. “Inclusion means seeing people—really seeing them—even when their story isn’t yours.”

As photographer and inclusion consultant Max Siegel reminded the room, “We need to stop calling people out and start calling them in. Have the hard conversations. Stay human.”

What a morning!! Only sorry I couldn't stay the full day. Congratulations to all the IWTTF Award winners, which were given out the previous evening.

Follow Women In Travel CIC to get involved and see if an IWTTF is coming to your area. Better yet, plan to come to London next year! I'll be there.