LEAD³ launched: New industry project promotes women's careers in tourism

Nationwide project addresses career advancement and structural change in the tourism industry

The “LEAD³ – LEARN. EMPOWER. ADVANCE. DEVELOP.” project is a nationwide equality project that aims to specifically promote female careers in the tourism industry. The Eberswalde University for Sustainable Development (HNEE) is collaborating with twelve tourism companies and organizations as well as the industry associations BTW and DRV. The focus is on individual career advancement, structural change in companies, and raising awareness of equal opportunities in the industry.

LEAD³ is aimed at women – including trans and inter women – in three career and life phases: rising talents, established professionals, and silver agers. Over a period of three years, participants will receive coaching and mentoring, while the participating companies will simultaneously develop gender equality-oriented structures.

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Broad industry alliance as a basis

The project is supported by a cross-industry 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 company provides project leaders from HR, works councils, or management teams, as well as three participants for the duration of the project.

Scientific management and practical relevance

The project is being implemented at HNEE under the direction of Prof. Dr. Claudia Brözel and Theresa Schmalenbach, M.A. The aim is to combine individual skills development with organizational change and to make the insights gained available to the entire industry. The project team includes Alicia Klein M.A., Katharina Elster, and Sandra Kaliga.

Support from BTW and DRV

The Federal Association of the German Tourism Industry (BTW) and the German Travel Association (DRV) are supporting LEAD³ as network partners. Over the next three years, the associations want to bring the project to the industry through open network meetings and events for all genders and promote the exchange of ideas 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 focuses on visibility in the industry. Female role models, examples of good practice, and project results are communicated via the website, LinkedIn, industry events, and publications in order to provide sustainable impetus for the tourism industry. Funding background LEAD³ will run until October 31, 2028, and is funded by the European Social Fund Plus (ESF+) as part of the program “Shaping the transformation of work through social partnership.” The project is co-financed by the European Union and the German Federal Ministry of Labor and Social Affairs.

There is still one place available for companies in the LEAD³ program. Interested parties can contact claudia.broezel@hnee.de.

Further information on the project will be available at ITB 2026 on the Green Stage in Hall 7.1b. The session “Beyond Intentions: Making Gender Equality Stick in Tourism” will take place there on March 3 from 5:15 p.m. to 5:40 p.m.

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About HNEE

With its holistic approach to sustainability, its unique range of courses focused on future-oriented topics, and its strong position in the field of sustainability research, the Eberswalde University for Sustainable Development (HNEE) is a driving force for sustainable development. Around 2,300 students from approximately 60 countries study at the modern campus university, where more than 400 employees teach, conduct research, and work. HNEE's mission is to drive the transformation toward a sustainable society by developing viable model solutions and equipping students with the necessary design skills.