Jayni Gudka is a social entrepreneur dedicated to making tourism more inclusive for marginalised communities. In 2023, she founded Sama Sama International after developing a toolkit for ethically co-creating walking tours with these communities. She also leads Unseen Tours, a multi-award-winning social enterprise that empowers people affected by homelessness to curate and lead London tours.
Speaking to Asian Voice, Jayni discusses about her journey as a social entrepreneur, action to accelerate inclusivity in the tourism industry and more.
Can you tell us about your journey as a social entrepreneur? What inspired you to create Sama Sama International?
My journey as a social entrepreneur happened by accident. Working with international NGOs and UK charities, I saw communities being spoken about but rarely given a voice. The joy of hearing their stories, combined with my commitment to social justice, became a turning point for me.
Sama Sama International was born from this vision. "Sama Sama," meaning "together" in Bahasa Indonesia, reflects our mission to create inclusive spaces where underrepresented communities can share their own stories through tourism experiences we co-create. Using tourism and storytelling as tools for empowerment, we ensure overlooked voices shape their own narratives. At the core is ‘maitri’—universal friendship. I believe genuine connections foster stronger, more compassionate communities, and that’s what drives me every day.
Women entrepreneurs often have to break barriers in male-dominated industries. What has your experience been like as a female leader in the tourism sector?
Though women make up 54% of the global tourism workforce, tourism, like many other sectors, has gendered power dynamics, meaning that women only make 23% of leadership roles in the sector. Having said this, I’ve been really fortunate to have had incredible mentors and male allies who have opened up many doors and opportunities for me, and given me great advice along the way.
Being a woman in this space has been an advantage, enabling me to create inclusive tourism models and build genuine connections with underserved communities. I’ve had deeply meaningful conversations with survivors of child trafficking, helping them share their stories with dignity while raising awareness to drive systemic change. To me, true leadership isn’t about hierarchy—it’s about empathy, purpose, and uplifting voices that need to be heard.
If you could make one major change in the tourism industry today, what would it be and why?
If I could make one major change in the tourism industry today, it would be to put local communities at the centre of decision-making. Not only does it make for a much more interesting experience for visitors, but it also ensures that economic benefits also stay within the community.
At Sama Sama International, we co-create tourism experiences with historically excluded communities—indigenous groups, survivors of trafficking, modern slavery, and homelessness. Our success proves that a different tourism model is possible—one where storytelling empowers, and visitors engage in ways that foster genuine connection and belonging.
Tourism should be more than just seeing the world—it should help change it for the better. That begins by shifting the narrative, decision-making power, and economic benefits to the communities at the heart of these experiences.
What key actions need to be taken to accelerate inclusivity in the tourism industry? How can governments, businesses, and travellers contribute?
Too often, tourism is designed and controlled by large corporations, governments, and external investors—while the people who actually live in these destinations have little say in how tourism affects their lives, cultures, and environments. This leads to exploitation, displacement, and a tourism model that prioritises profit over people.
We’d like to see governments supporting community-led initiatives like ours, so that diverse histories and perspectives are brought into tourism offerings, which make for richer and more memorable experiences for visitors and locals alike.
We’d like to see businesses focus on working with community-based tourism organizations, fairly compensating these communities, and including them in decision making and leadership opportunities.
And we’d like to see travellers choose tour operators and accommodation providers that are employed from the local community and prioritised social impact. Ultimately, inclusivity in tourism is about making sure that locals benefit from the industry, and are not excluded from it.
What advice would you give to young women who want to become social entrepreneurs and drive meaningful change in their industries?
My advice would be to take some time to discover yourself and your passions. It took me 10 years of trying different things, meeting many interesting people, and listening to my own intuition, to get to setting up Sama Sama International. It was important to not rush that process, as curiosity about the world and the different people I met really helped me decide what I did and did not want to invest my time, energy and passion in.
Having a strong network of allies, mentors, and fellow change makers is invaluable—they will be your greatest support system and cheerleaders when self-doubt creeps in.
Equally important is active listening and curiosity. Instead of imposing solutions, involve the communities you serve in decision-making. While this approach may take time, it fosters true social innovation from the ground up. The world needs more socially conscious, impact-driven businesses, and their impact will be far more lasting if they are truly community-centred.
