Women in mountain tourism: exploring the links between women tourism entrepreneurship and women empowerment in Hunza Valley

Tourism entrepreneurship is crucial to boosting household income and fostering gender equality in Pakistan. However, the involvement of women in mountain tourism entrepreneurship remains rather limited. This study examines the experiences of women entrepreneurs in the Hunza Valley of Pakistan, highlighting their transformative journey into the tourism market despite facing various obstacles. Through qualitative research involving 24 women-led tourism enterprises, the study illuminates the positive outcomes these women have achieved, including greater control over finances, enhanced decision-making power, boosted self-confidence, expanded networks, and overall societal empowerment. The study also identifies internal and external constraints faced by these entrepreneurs, emphasising the need for immediate policy interventions to support women's entrepreneurship in the region. Recognising the catalytic role these women play in promoting gender equality and social innovation, the study advocates for greater recognition and appreciation of their contributions to inspire other women in the region. Based on the study's findings, a framework for women's tourism entrepreneurship is proposed, emphasising the potential of such initiatives to empower women, drive social change, and foster gender equality in remote mountain regions.