The LEAD³ – LEARN. EMPOWER. ADVANCE. DEVELOP. project is a nationwide equality initiative 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 organisations as well as the industry associations BTW and DRV. The focus is on individual career development, structural change in companies and raising awareness of equal opportunities within 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 continue to develop gender equality-oriented structures.

Broad industry alliance as a basis The project
is supported by a cross-industry alliance of tour operators, destination organisations 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 organisational 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 organisational 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 31 October 2028 and is funded by the European Social Fund Plus (ESF+) as part of the programme "Shaping the transformation of work in social partnership". The project is co-financed by the European Union and the Federal Ministry of Labour and Social Affairs. There is

still one place available for companies in the LEAD³ programme. Interested parties can contact claudia.broezel(at)hnee.de. 

Save the date! 
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 3 March from 5.15 p.m. to 5.40 p.m.