idw – Informationsdienst Wissenschaft
Nachrichten, Termine, Experten
Nachrichten, Termine, Experten
With the project “LEAD³ – LEARN. EMPOWER. ADVANCE. DEVELOP.”, a nationwide equality initiative has been launched to specifically promote women’s careers in the tourism industry. For this purpose, the Hochschule für nachhaltige Entwicklung Eberswalde (HNEE) is collaborating with twelve tourism companies and organizations, as well as the industry associations BTW and DRV. The project focuses on individualized career development, structural change within organizations, and increased awareness across the sector for equal opportunities.
LEAD³ is aimed at women—including trans and inter women—across three career and life stages: Rising Talents, Established Professionals, and Silver Agers. Over a three-year period, participants are supported through coaching and mentoring, while the participating organizations simultaneously further develop equality-oriented structures.
Broad industry alliance as a foundation
The project is backed by a cross-sector alliance of tour operators, destination organizations, and other tourism stakeholders. Partners include Ameropa-Reisen GmbH, Biblische Reisen, Rheinland-Pfalz Tourismus, Bentour, Tourism Turn, Tourismus Marketing Niedersachsen, Akwaba Afrika Reisen, Neue Wege, visitBerlin, Kiticon, and Alsharq Reisen. Each organization appoints project liaisons from HR, works councils, or leadership teams and nominates three participants for the duration of the project.
Academic leadership and practical relevance
The project is implemented at HNEE under the leadership of Prof. Dr. Claudia Brözel and Theresa Schmalenbach, M.A. The aim is to link individual competence development with organizational change and to make the insights gained usable for the entire sector. The project team also includes Alicia Klein, M.A., Katharina Elster, and Sandra Kaliga.
Support from BTW and DRV
The German Tourism Industry Association (BTW) and the German Travel Association (DRV) support LEAD³ as network partners. Over the next three years, the associations plan to embed the project in the industry through open networking meetings and events for all genders, fostering dialogue on equal opportunities—in line with the United Nations Sustainable Development Goal 5 (SDG 5).
Visibility and long-term knowledge transfer
In addition to coaching and organizational development, LEAD³ places a strong emphasis on industry visibility. Through its website, LinkedIn, industry events, and publications, female role models, good-practice examples, and project results are communicated to generate lasting momentum for the tourism sector.
Funding background
LEAD³ runs until 31 October 2028 and is funded by the European Social Fund Plus (ESF+) under the programme “Shaping the Transformation of Work through Social Partnership.” The project is co-financed by the European Union and the German Federal Ministry of Labour and Social Affairs.
One place for a company in the LEAD³ programme is still available. Interested organizations can contact claudia.broezel@hnee.de.
Save the date!
ITB 2026 on the Green Stage in Hall 7.1b. On 3 March, from 5:15 to 5:40 pm, the session “Beyond Intentions: Making Gender Equality Stick in Tourism” will take place.
Prof. Dr. Claudia Brözel
Studiengangsleitung Master Nachhaltiges Tourismusmanagement
Professur für Marketing und eCommerce im Tourismus
Tel: +49 3334 657-331
Claudia.broezel@hnee.de
Criteria of this press release:
Journalists
Economics / business administration
transregional, national
Research projects, Transfer of Science or Research
English
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