LAS VEGAS — Challenges for women in the events industry took center stage during a session at IMEX America 2024 titled “Empowering Voices: Uniting Women Across Continents for Equality in Business Events” focused on gender equality and inclusion throughout the industry.
The premise for the panel, held Oct. 8 at the Mandalay Bay Convention Center, was that gender equality in business events varies significantly by region. Panelists, representing Europe, Africa and the U.S., detailed how each faces unique challenges.
Panelists included German-born Tanja Bauer-Glueck, a business and leadership coach focusing on growth-oriented management and founder of Bauer Business Beratung Mainz. Joining her were Lipian Mtandabari, Operations Director, Ntsako Travel Africa and a leader of LGBTQ+ tourism growth and development across Africa, and Tess Vismale, CMP, DES, Founder and CEO, iSocialExecution and an award-winning events industry leader, including the inaugural Tech Women of Impact Award in 2023. The panel was moderated by Ashley Brundage, President and CEO of Empowering Differences. As a transgender woman, she has promoted awareness and acceptance of gender identity and serves on the Corporate Advisory Council for the NGLCC-National LGBT Chamber of Commerce.
Bauer-Glueck said, “I think being aware of the fact that there has to be diversity in the meeting industry, that there are different approaches to cover everything and to include everyone in events and meeting and planning is really something that we have to talk about more, that we have to become more aware of, and that we cannot just let go on its own, because we really have to be hands on for that topic.”
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The path to gender equality in business events requires cross-continental collaboration, according to the panel. Lessons learned in Africa, for example, can inspire action in other regions.
“Africa has an ecosystem that is predominantly male and as patriarchal as it can be,” Mtandabari said, “and this affects women to a great extent, because it takes a lot for any person who identifies as a woman to rise within the ranks of the political system in the African landscape.” African countries beginning to catch up now, he said, with women leading DMOs and driving these conversations.
While women’s representation in the events industry has improved in many countries, with notable advances in leadership roles, gaps remain, according to the panel. Despite progress, structural and cultural barriers still impede gender equality. Implicit bias, a lack of family-friendly policies, and the underrepresentation of women in decision-making roles are major issues that the industry needs to confront, according to the panel. These barriers often limit women’s access to leadership positions and professional growth opportunities.
Panelists agreed companies need to invest in leadership development programs, mentorship, and sponsorship initiatives to empower women. Additionally, inclusive workplace policies — such as equal pay, flexible working conditions, and family-friendly benefits — are critical to supporting women’s career advancement. In the workplace, concrete steps such as forming diversity councils, launching mentorship programs, and recruiting women into leadership roles — particularly in lagging regions — are crucial for lasting progress.
In the events business, along with mentorship programs, concrete steps include organizing diverse speaker panels, focusing on supplier diversity and forging partnerships with women-led businesses. They offered that continuous education on gender equality and using data to measure progress will ensure accountability and long-term success.
Other strategies include crowdsourcing audience needs, according to Vismale, leveraging social media, and integrating DEI practices.
