In celebration of International Women’s Day on 8 March, we are delighted to spotlight some of the inspiring women in our membership to learn about their journeys and experiences, champion their achievements, and discuss whether inbound tourism is a welcoming industry for women and how it can better support women in the workplace.
In this post, we hear from Zoe Fleming, Senior Project Manager, Business Development at Liverpool Football Club. Zoe was the first woman to win the UKinbound Young Excellence Award in 2023, which celebrates young professionals for their outstanding commitment and contributions to the industry.
What inspired you to enter the tourism industry?
I studied tourism in school and college and then went on to university, graduating with a degree in Tourism and Business Management. I had a tutor during my college years who believed in me and pushed me to apply and study at university while trying to find what industry sector I wanted to pursue. While studying, I worked for Liverpool Football Club in a casual role for the Stadium Tours & Experiences department. I immediately fell in love with the club and the visitors we welcome worldwide. This year marks 10 years since I joined the club and began my career in the tourism industry, and I have never looked back.
Is there a particular female role model that influenced your career?
I wouldn’t say one particular female has influenced my career, but I am incredibly fortunate to have always had strong females in my life. Within my current team, we have powerful females with different skill sets and personalities, whom I am continuously being influenced by and learning from.
What has been the highlight of your career so far?
My highlight so far is being allowed to travel globally, attending trade shows and conferences representing LFC, and travelling alone to countries such as China, which has been a highlight and allowed me to develop further in my career.
What can the industry do better to support women’s development and leadership?
I feel the industry can better support women’s development and leadership by establishing mentorship and sponsorship programs, allowing women to connect with industry veterans to share knowledge and support. I have learnt a lot from women who have been in the industry longer than I have and have held various roles throughout the industry, but not everyone may have had this opportunity.
What advice would you give to young women starting their tourism careers?
Tourism is a people-oriented industry, and relationships matter. My biggest piece of advice is to build your network with industry colleagues. Suppliers know when you are authentic and true to yourself, and this is the biggest difference.
It’s been a couple of years since you won the Young Excellence Award at UKinbound Awards for Excellence – how does the achievement feel now? Looking back, do you think the industry has been welcoming and accessible for young women starting out?
Winning the Young Excellence Award in 2023 was a very proud moment in my career, especially given that my industry colleagues voted and shortlisted my nomination. The industry is moving in the right direction to be more accessible and welcoming to young women. Seeing more young women represented at all levels within the tourism industry would be great.
