Women Entrepreneurs’ Role in Tourism Co-Creation and Policy: Examining the Case of Cyprus

Womens’ entrepreneurial endeavours, particularly in rural areas, have led to establishing Small and Medium-sized Enterprises (SMEs) focused on tourism initiatives, significantly enhancing rural tourism experiences while promoting local culture. Co-creation, a concept extensively studied in the tourism industry, involves the collaborative generation of ideas in production and consumption driven by stakeholders with vested interests in specific products and services. Policy co-creation, in particular, has become a key driver in enhancing a country’s tourism competitiveness through a collaborative and inclusive development approach. Despite the extensive exploration of co-creation in tourism, the role of women entrepreneurs in this process remains underexamined. This study aims to address this gap by identifying and exploring co-creation initiatives that demonstrate how women entrepreneurs contribute to tourism policy and development. Using a qualitative research approach, it is based on thirty (30) semi-structured interviews with key tourism stakeholders, including policymakers, entrepreneurs, tourism professionals, and representatives from relevant organisations. Findings from the interviews underscore the central role of women entrepreneurs in the co-creation of tourism policies, particularly in rural areas. Their entrepreneurial contributions extend beyond economic growth, as they engage in shaping policies that support sustainable tourism and local development. Through their innovative approaches, women entrepreneurs regenerate traditional products by incorporating modern techniques, ensuring their offerings remain relevant and appealing to diverse visitor demographics and evolving market trends. This study further highlights that effective policy frameworks are crucial to enabling and amplifying women’s contributions to tourism development. Policies that support co-creation processes—such as inclusive decision making, funding accessibility, and capacity-building programs—play a transformative role in unlocking the potential of women entrepreneurs or encouraging more women to embark on an entrepreneurial venture within the tourism sector.