To mark International Women’s Day on 8 March, we’re proud to spotlight some of the inspiring women across our membership. Discover their journeys, celebrate their achievements, and join the conversation as we explore female leaders’ journeys in UK inbound tourism – and how we can better support and empower women in the workplace.
Elena Ktori is the Managing Director of Antella Travel Recruitment. Previously, she has been named Mentor of the Year Award at the Association of Women Travel Executives (AWTE) annual awards. The AWTE awards celebrate excellence within the travel industry, highlighting the passion, innovation and resilience of women across the travel sector.
What inspired you to enter the tourism industry?
I have always been fascinated by different cultures and the way travel can open people’s minds, create moments and memories. My first role working at Miki Travel showed me very quickly that this industry is really about the people. Their stories, culture, celebrations, their firsts, and their “I’ll never forget this” moments. I loved the energy, the variety, and the sense that no two days were ever the same. That early experience made it clear that tourism was where I wanted to build my career. Combining it with recruitment gives me everything I care about – human connection, problem-solving, and creating experiences that genuinely can make a difference to someone’s life. Once I found that, there was no going back.
What has been the highlight of your career so far?
There have been many special moments throughout my career, but my two stand outs have been Co-founding Antella Travel Recruitment with Tony Yerasimou (my husband) in 2021 after we both lost our jobs during Covid, on the same day, working for the same recruitment company. It has been a huge milestone, allowing us to create and build a business rooted firmly in our own values – care, authenticity, and doing the right thing always for both our clients and candidates.
The other highlight is being named Mentor of the Year at the AWTE annual awards 2025. Mentoring is something I do quietly and from the heart, so to be recognised by an association I deeply respect and by my peers was incredibly humbling. It felt less like a personal award and more like a celebration of the power of women championing one another within our industry and what we can achieve together. Those two moments together remind me why I do what I do and how far I truly have come.
Have you faced any specific challenges as a woman working in inbound tourism, and how did you navigate them?
Yes, I have, and I know I am not alone in that. Earlier in my career, I sometimes felt underestimated or pigeonholed, especially in rooms where I was the only woman or the only person speaking up about flexibility and wellbeing. There were moments when it felt easier to stay quiet rather than “rock the boat”. Over time, I learned to trust my voice and to back it up with calm, clear facts and consistent results. I now surround myself with supportive peers who remind me every day that I do not have to shrink to fit in.
Through my work with Antella Travel Recruitment, AWTE and “Breakfast for Her” (recently launched with Mafalda Teixeira from AC Group), I want to continue to push in helping other women feel less alone in those moments and to create spaces where we can speak honestly and support each other.
What changes would you like to see in the UK inbound sector to better support and empower women?
I would love to see more intention around flexibility, progression and representation. Flexible and hybrid working should not be seen as a “favour” but as a strategic way to retain our brilliant women, especially those who are parents or carers. We also need clearer, more transparent pathways into leadership, with development opportunities that are genuinely accessible, not just in name. Representation matters too. Women, particularly from diverse backgrounds, need to be visible at senior levels, on panels, and in decision-making spaces. Finally, I would like to see mentoring and sponsorship embedded more formally in our inbound sector. When women have champions who actively advocate for them, not just advise them, everything shifts. The talent is already there, we just need to create the structures that truly allow them to thrive and grow.
What’s an assumption people often make about your role or the inbound sector that you’d like to challenge?
One common assumption is that recruitment is purely transactional. We match CVs to job specs and move on. In reality, it is far more relational and long-term, especially in our sector. We are dealing with people’s livelihoods, their confidence, and often their families’ futures. Another misconception about inbound is that it is “just tourism”, when in fact it is a vital economic engine, a huge employer, and a powerful force for soft power and cultural exchange. I would like to challenge the idea that roles in this sector are “nice to have” rather than highly skilled, strategic and impactful. The work our sector does shapes how the UK is experienced and remembered by visitors around the world, and that deserves real recognition!
What advice would you give to young women considering a career in inbound tourism or travel?
Inbound tourism is a fantastic sector if you are curious, resilient and people-focused. Do not be afraid to start in an entry-level role, as it is a brilliant way to learn how the industry really works. Ask questions and move into different areas of inbound tourism to find out where your passion and strengths lie. Build your network early, especially with other women and male allies, and seek out mentors who will be honest with you and genuinely want to see you succeed. Do not feel you have to have it all figured out from day one. Careers are rarely linear in travel, and that is part of the magic. Finally, something I am very passionate about is “look after your wellbeing and your boundaries.” You can be passionate and ambitious without burning out. The industry will benefit more from you if you are able to stay, grow and bring your full self to the table.
The legacy I hope to leave in the UK tourism industry is…
The sense that people always came first. If I can look back and know that I helped create opportunities for talented people who might otherwise have been overlooked, that I championed flexibility and representation, and that I made a meaningful difference to women’s confidence and careers, I will be very happy. Through Antella Travel Recruitment, my mentoring, AWTE and “Breakfast for Her” my hope is to leave a trail of people who felt seen, supported and encouraged to aim higher. I would also love to be part of a wider shift where recruitment in our sector is viewed not just as filling roles, but as supporting our partners in building healthier and more inclusive workplaces. Ultimately, my legacy I hope, will be measured in the ripple effects of the people I have helped along the way.
