News and Insights
International Women’s Day 2026
March 9, 2026
Reflecting on yesterday marking International Women’s Day, each year presents a moment to recognize the women who shape our industries, our communities, and our world. This year’s theme, “Give to Gain,” feels particularly powerful within the global travel and tourism sector—a field where women are not only participating, but leading transformation at every level.
Women today are redefining what it means to travel: seeking deeper connection, prioritizing wellbeing, championing cultural authenticity, and choosing experiences that positively impact the places they visit. In giving—to local communities, to the planet, to themselves—they gain empowerment, perspective, and renewed purpose. And in doing so, they move the entire industry forward.
Women: Some of the Most Influential Travelers in the World
Few industries are as shaped by women as travel. Consider these global statistics:
- 64% of all travelers worldwide are women, positioning them as the single strongest influence on destination trends and travel spending.
- In 2025, women were projected to spend $125B on travel, making them a defining economic force.
- 54% of women now choose to travel solo, fueled by autonomy, confidence, and a desire for self directed exploration.
Whether booking wellness retreats, embarking on solo adventures, or prioritizing sustainable itineraries, women are steering the evolution of modern tourism.
Key Trends Driven by Women Travelers
The Solo Travel Surge
As more women choose to travel independently, they are reshaping the global travel landscape. Women now make 82% of all travel decisions and represent 71% of solo travelers worldwide, cementing their role as a driving force in the industry. With 45% of women planning solo trips and searches for “solo female travel” having tripled compared to pre-pandemic levels, demand for safe, authentic and connection-focused experiences is rapidly rising. Travel providers are responding quickly: companies specializing in women only travel have expanded by 230%, and operators are increasing capacity for female focused nature, adventure and cultural itineraries to meet this accelerating demand.
“Me Time” as the New Definition of Luxury
Luxury has shifted from “more” to “meaningful.” Among affluent female travelers, 63% define luxury as privacy, while 50% associate it with experiences that spark joy.
Across Asia Pacific, wellness has become a defining priority for high-value Chinese female travellers, driving demand for forest immersions, sleep-focused therapies and holistic, restorative retreats. In Western markets, the rise of solo spa breaks, nature-based “calmcations,” and restorative weekend escapes highlights a cultural pivot toward balance, wellbeing and burnout recovery.
Women are pioneering a global movement: luxury that nurtures rather than indulges.
The Rise of Niche and Authentic Destinations
From East to West, travellers are redefining what meaningful travel looks like. In China, almost nine in ten affluent female travellers are gravitating toward niche, off the beaten path destinations, while travellers in the US and Europe are embracing slow travel, nature-based trips, and culturally immersive experiences.
This collective movement is helping ease pressure on saturated destinations and strengthening the resilience of local economies worldwide.
Women at FINN Partners: Leading by Example
At FINN Partners, women’s leadership continues to shape our vision and impact within global travel communications.
Debbie Flynn, Managing Partner, Global Travel Practice Leader
Debbie was recently honored as Woman Icon in International Travel & Tourism at the Top 50 Professional & Career Women UK Awards 2025 and received the Gold Award for Excellence in Tourism & PR Communications at the PATWA awards at ITB Berlin. With over 35 years of expertise—from British Airways to founding Brighter Group to guiding FINN’s global travel practice—her influence on the industry is profound.
Cathy Feliciano-Chon, Managing Partner, APAC
Cathy has served on the board of the Global Wellness Summit since 2017, the most influential gathering in the wellness sector. She has deep expertise in hospitality, design and luxury and more importantly, how these worlds intersect to create memorable brand experiences today. She is recognized for her keen insights on Asia’s consumer landscape and emerging trends, and is instrumental in shaping FINN’s reputation as a travel and tourism powerhouse through the practice’s thought leadership initiatives.
Catherine Colford, Senior Partner, Maverick Creative
Under her leadership, Maverick Creative, a FINN Partners company, was named Travel PR Agency of the Year by The PR Net. Catherine’s recent feature in What’s On My Travel List further cements her reputation as a visionary voice in travel storytelling.
Why IWD Matters for the Travel Industry
Travel is an industry built on movement—and women are some of its greatest movers.
As global tourism evolves at record pace, shaped by innovation, wellness, and shifting cultural values, women are leading with curiosity, creativity, and purpose. They are redefining what it means to explore the world—and what the world gains in return.
This International Women’s Day, we celebrate the women who inspire, innovate, and transform global tourism every day.
They don’t just move through the world. They move the world forward.
POSTED BY: Debbie Flynn
