Featured image: Alessandra LoTufo Alonso at the IWTTF Conference in London in June 2025 / Photo by IWTTF
Sixth annual IWTTF Awards highlight diversity and inclusion in travel
by JourneyWoman staff
The 2026 International Women in Travel and Tourism Forum (IWTTF) is shaping up to be another transformative event, with topics and speakers that challenge the status quo, demand honest debates and showcase what is possible when commitment and allyship are put into practice. Renowned for its opinion-forming and progressive content on diversity, equity and inclusion (DEI) within the travel industry and beyond, the IWTTF is conceived by Alessandra LoTufo Alonso, Managing Director and Founder of award-winning social enterprise Women in Travel CIC. This year’s IWTTF Europe conference is themed “Inclusion Driving Growth” and one of the focal points is the extraordinary economic and cultural force of the solo woman traveller, and what it means for product design, marketing, policy and leadership.
“Doubling down on our commitment to inclusion has become even more critical in recent years, during which political headwinds have shifted and the easy consensus around DEI has become fractured,” says Alonso. At this year’s event in September 2026, delegates will hear firsthand from travellers and professionals who navigate a system that was not designed with them in mind. Featured speakers at IWTTF Europe include Lola Akinmade, Award-winning Visual Travel Storyteller & Founder, Geotraveler Media, Jo Geneen Director of engagement & impact, Travalyst, Shivya Nath Travel Writer & Founder, Climate Conscious Travel, to name only a few.
Women over 50 travel at the forefront
JourneyWoman’s Carolyn Ray is moderating a panel called “The Woman Travel Revolution: Solo, Savvy and Unstoppable”, which will unpack the explosive growth of solo and women-focused travel, what fuels it and why getting women into travel’s decision-making rooms is critical. Panelists include Gerda van ‘t Land, Accessible tourism consultant and ambassador, founder Buitengewoon Reizen and Freely Travel, Monique White, Editor, An Unstoppable Journey, and Monika Lewicka, Founder, empowered.travel and empowered.climbing.
“IWTTF is a must-attend conference and I am thrilled with the focus on creating more awareness and understanding of women over 50 and the solo female traveller,” says Carolyn Ray, CEO, JourneyWoman. “IWTFF is a powerful forum to open dialogue and drive change, as I’ve seen at the 2024 IWTTF conference in London, knowing that women 50 + still feel undervalued and sometimes unseen by the travel industry.”
JourneyWoman’s 2025 ‘Invisible No More: The Ageless Adventuress” research shows that 61% of woman 50+ prefer to travel solo, and is valued at US$152 billion in the US and Canada, growing to US $363 bn or 25.2 million women by 2035. The research also shows that the Women 50+ Travel market in North America is estimated at more than 37 million women, representing USD$245 billion in spending, growing to USD$519 billion in 2035. In North America, 65% of travellers are female and 41% of those are over age 55.
IWTTF 2024 AGEnts of Change panelists: Meera Dattani, Alice Morrison, Nicky Lyle, Carolyn Ray and Debbie Marshall / Photo by Carolyn Ray
“I think we are all feeling the fallout. In the travel and hospitality industry, there’s a widespread sense that equity, diversity and inclusion have taken a step back.” — Alessandra LoTufo Alonso, Managing Director, Women in Travel CIC, from “The DEI Backlash: The State of Diversity in Travel and What Women Are Doing to Fill the Void”
Bringing DEI to the forefront
The IWTTF Europe 2026 conference is sponsored by BCD Travel and will take place at Dotslash on 17 September, comprising expert panels, fireside chats, deep dive talks, group sessions and networking, and hear best practice case studies from IWTTF Award winners.
“Every session at IWTTF Europe will build on the last as we navigate important topics, from the strategic to the practical, to the personal and individual, always with commitment and accountability,” says Zina Bencheikh, MD EMEA of IWTTF Founding Partner Intrepid Travel. Every person in the room will come away having heard something that challenges them, expands their thinking, and inspires a commitment to do at least one thing differently.”
Intrepid’s Zina Bencheikh speaking at the International Women in Travel and Tourism Forum in London, June 2025 / Credit Carolyn Ray
“50+ women ARE the market and we would like our buying power to be respected. I would like to see more travel companies putting as at the centre of the offer. We love new experiences, getting to know local people, travelling lightly and sustainably and adventure.” — Alice Morrison, Explorer and BBC Presenter
IWTTF is in Utrecht, the Netherlands
IWTTF will welcome delegates to Utrecht, The Netherlands, with its annual Awards on the evening of September 16, 2026, followed by the conference on September 17, 2026. Key sponsors include IWTTF Founding Partner Intrepid Travel, Gold sponsors BCD Travel and Interrail, Silver sponsor DiamondAir and more. Previous conferences have taken place in Iceland, London and Dubai.
Registration is now open to attend both the conference and the Awards, and booking ahead is essential with demand expected to outstrip capacity. Ticket prices are tiered to be as inclusive as possible, catering to corporates and individuals, and with a limited number of sponsored tickets for those without the means to pay. A combined ticket for both the Awards and the Forum costs €125 for corporate delegates, €99 for self-pay individuals. Forum-only tickets cost €99 for corporate delegates, €75 for self-pay individuals.
IWTTF Awards 2026 Close on August 5
The IWTTF Awards recognise travel industry representatives and changemakers for their responsiveness, achievements, initiatives and progress in the DEI space.
This year, the categories have been revamped and streamlined to six, once again aimed at celebrating the excellence and leadership of both individuals and organisations, as follows:
Individual
- Woman Leader in Impact and Inclusion (Corporate and Entrepreneur)
- Woman in Tech and AI (Corporate and Entrepreneur)
- Ally for Social Impact and Community
Organisation
- DEI Courage and Resilience
- Inclusive Workplace
- Inclusive Business Practice
Entries are now open and businesses and individuals are invited to nominate themselves, their colleagues or peers via written entry form or video / audio application. A judging panel comprising industry leaders and former winners will collate a shortlist of nominees, and winners will be announced at the Awards ceremony at Union House in Utrecht on 16 September, sponsored by Interrail.
IWTTF Conference Day
For more information on IWTTF Europe, please visit: https://iwttf.com/
To more information and to enter the Awards, please visit: https://iwttf.com/awards
What women can do to support diversity in travel
1. Use your wallet to show your support: As travel’s top decision makers and influencers, women can choose where to invest their dollars by choosing companies that authentically support diversity and equity
2. Ask companies how they are supporting diversity: Before making a booking or spending decision, ask a company about their DEI policies and practices. If a company is dedicated to this issue, it is more likely to be forthcoming with such information. In addition, companies that are truly dedicated to DEI typically include their efforts prominently on the company website.
3. Choose women-owned and led companies to travel with: Look at a company’s leadership team and make sure it’s reflective and representative of diversity. JourneyWoman’s Women’s Travel Directory, which features women-owned travel businesses, is a good place to start.
More on Women Over 50 in Travel
Eat, Pray, Live Longer: Why Travel is Good For Your Health and a Catalyst for Longevity
Experts say that travel strengthens social bonds, reinforces cultural continuity, and supports brain health, ultimately helping women live longer lives.
Why Aging Needs a Reframe: Getting Real With Modern Elder Academy’s Christine Sperber
Modern Elder Academy’s Christine Sperber believes that women in midlife have a superpower, and she’s set on helping us discover it.
Invisible No More: JourneyWoman Advocates for Women Over 50 in Travel With New Research
JourneyWoman’s research study, “Invisible No More” is helping the travel industry understand and adapt to the needs of women over 50.
The post A Catalyst for Diversity and Inclusion: IWTTF 2026 Features the Women’s Travel Revolution – Solo, Savvy and Unstoppable appeared first on JourneyWoman.