Tour Launch Event at Athenaeum in London © TUI
(IN SHORT) The TUI Care Foundation and Women in Travel CIC have launched TUI Futureshapers London to address the gender imbalance in tour guiding. Hosted at the Royal Society of Arts, the programme equips women from diverse backgrounds with storytelling, marketing, and business skills—plus personalized mentoring—to become certified guides and entrepreneurs. This summer’s tours include a Saudi cultural experience by Amal Ahmed and a Syrian heritage walk by Nadia Aburdene. Mentors like Klaudija Janzelj of TUI ensure tours go beyond conventional sightseeing, offering authentic cultural immersion. Supported by TUI funding and global partnerships, the initiative aims to sustain graduates’ micro‑businesses and is part of a wider TUI Futureshapers effort empowering women and youth worldwide.
(PRESS RELEASE) LONDON, 2025-Jul-17 — /Travel PR News/ — Recognizing the vital role tour guides play in bridging cultures, the TUI Care Foundation has teamed up with UK social enterprise Women in Travel CIC to launch TUI Futureshapers London. This innovative initiative trains women from varied backgrounds to become certified tour guides and independent entrepreneurs, enabling them to share their personal narratives and cultural heritage through bespoke walking tours across London.
Hosted at the Royal Society of Arts, the programme delivers an in‑depth curriculum covering storytelling techniques, guest engagement, tour design, and marketing strategies. After completing rigorous classroom sessions, participants receive one‑on‑one mentorship—covering everything from invoicing and freelance management to the essentials of operating a micro‑business—to prepare them to launch and run their own tours.
“The heart of TUI Futureshapers London lies in amplifying diverse voices in tourism,” said Alexander Panczuk, Managing Director of the TUI Care Foundation. “By empowering these talented women, we enrich travellers’ experiences with authentic perspectives and help the guides achieve financial independence.”
Graduates of Women in Travel CIC’s Tour Guiding Academy—originally established with Google’s support and expanded through TUI’s funding—now lead immersive tours that celebrate London’s multicultural fabric. Highlights launched this summer include Amal Ahmed’s Saudi Cultural Experience along Edgware Road, featuring traditional hospitality, Arabic fragrances, music, and dance; and Nadia Aburdene’s Syrian Heritage Walk, which explores Syrian art, cuisine, and traditions in west London.
Klaudija Janzelj, Head of City Experiences at TUI, who mentors participants, commented, “These tailored tours go beyond London’s famous landmarks, offering travellers genuine connections with the city through engaging storytelling and cultural immersion.”
Alessandra Alonso, Founder and MD of Women in Travel CIC, added, “Our tours are catalysts for inclusion—celebrating communities from Saudi Arabia to Ukraine and the Iberian Peninsula. They reveal the rich tapestry of lives and traditions right on London’s doorstep.”
TUI’s ongoing collaboration will support graduates in sustaining and scaling their tour businesses, ensuring the programme’s long‑term impact. TUI Futureshapers London is part of the global TUI Futureshapers network, which empowers women and youth to transform social challenges into entrepreneurial opportunities in destinations from Tunisia and Sweden to Tanzania.
About the TUI Care Foundation
Building on the potential of tourism as a force for good, the TUI Care Foundation supports and initiates projects which create new opportunities and contribute to thriving communities in tourism destinations all over the world. Connecting holidaymakers to good causes, it supports education and training opportunities for young people; drives the protection of natural habitats and the marine environment; and helps local communities to thrive sustainably and benefit from tourism. The TUI Care Foundation builds on strong partnerships with local and international organisations to create meaningful and long-lasting impact. The independent charitable organisation was founded by TUI, one of the world’s leading tourism businesses, and is based in the Netherlands. Website: www.tuicarefoundation.com (http://www.tuicarefoundation.com)
About Women in Travel CIC
Women in Travel CIC is an award-winning UK-based social enterprise that connects underserved, diverse female talent to employment and entrepreneurship opportunities in the travel, tourism and hospitality industries. By partnering with organisations and employers, Women in Travel offers talent services, education and events that drive greater diversity, equity and inclusion across the sector.
Website: www.womenintravelcic.com (http://www.womenintravelcic.com)
Media contact:
Manuel Ferreira
+44 (0)7471260915
manuel.ferreira@tui.com
SOURCE: TUI Group
