Real Talk with Sara Alv
Sara Alaviyeh is a globally minded tourism professional passionate about driving sustainable destination development through strategic stakeholder engagement and innovative solutions. With nearly a decade of experience, her journey began in Iran, where she cultivated strong cross-cultural communication skills and managed multi-partner projects, including founding an online travel agency. This entrepreneurial spirit, coupled with a deep understanding of diverse communities, fueled her pursuit of a Master's in Tourism Management in Fairleigh Dickinson University. Her applied research in social and technology subjects underscores her commitment to integrating data-driven insights into practical industry projects. Sara thrives on fostering collaboration and creating thriving, resilient tourism ecosystems.
What does personal resilience mean to you?
For me, personal resilience is the inner capacity to remain grounded and determined, even when life’s circumstances seem restrictive or unfair. I was born and raised in a small, arid town in southern Iran, where even a single month of green blossoms felt like a gift to be cherished. This environment taught me early on to find hope and beauty in small moments. Growing up in a strict, male-dominated society, I learned that resilience is not just about surviving external pressures, it’s about protecting your inner freedom: the way you think, the way you choose to live, wear and the dreams you hold close.
Resilience, to me, means living beyond the limits an environment tries to impose on you. It means using your energy with intention, resting when needed, but always moving forward with the quiet certainty that your goals and dreams belong to you — no one can take them away. It’s also about continuously growing in your skills and knowledge so that you can turn your resilience into meaningful action.
What advice would you share with other women building their careers in hospitality today?
Be both creative and wise in shaping your career. This industry sits beautifully at the intersection of people, culture, and technology. It’s a dynamic and evolving field where your unique skills and passions can truly help you stand out. Focus on developing your personal brand and actively seek out diverse experiences. Expose yourself to different sectors, cultures, and ideas; take every opportunity to learn, contribute, and grow. Attend conferences, engage in professional networks, and support others generously. Because this is an industry where collaboration and community give it true meaning.
When I was a young girl starting my career in tourism, I believed that time, hard work, and dedication would guarantee success within a decade. Not denying it brought me amazing achievements, but it never guarantees. What I’ve learned is that this is a long and evolving journey, one that often rewards patience and adaptability. Enjoy the path, celebrate small milestones, and remember that in hospitality, fulfillment and recognition often come through sustained commitment over time.
Find your purpose and values, that is what will drive you forward. If you believe deeply in your values, you may even find yourself crossing continents to stay true to them, as I did, to pursue my vision of a more meaningful and impactful career.
You were a recipient of the WORTH Leadership Summit scholarship last year, what did that experience mean to you?
I was at a transitional point in my journey, having just completed the peak of my studies, navigating the complexities of moving to Canada, and questioning whether I could rebuild the same sense of happiness and belonging I once had. My attendance at the Summit, a decision made on a whim to postpone a flight home, became one of the most meaningful steps in my journey.
Being recognized as a Future Woman Leader in Tourism and receiving the scholarship felt like so much more than an award. It was the first moment I truly felt seen and valued in my new country. Simply put, I felt at home at the WORTH Summit, even before going back home.
Afterwards, it gave me ongoing support and encouragement to continue moving forward.
After nearly a decade of perseverance in the tourism industry, this recognition felt like a profound validation of my achievements and, crucially, my resilience. WORTH showed me the power of a community of women lifting one another up, especially in an industry where recognition can often feel scarce. Today, I proudly consider WORTH my professional home, a network of inspiring women who continue to motivate me.What’s one moment in your career so far that you’re especially proud of?
Choosing just one moment from a dynamic career is hard, but my experience as a cultural tour guide in Iran stands out. In a country like Iran, becoming a licensed cultural guide is a competitive that demands expertise and resilience — particularly given their rich and often contested heritage. I was fortunate to lead a niche group of educated travelers, dedicating months to designing and delivering tours that revealed the authentic cultural identity of Iran while advocating for its ancient heritage.
What made these experiences truly meaningful was my commitment to actively engage local communities in the tourism value chain — from artisans to homestay hosts — to maximize their economic benefit and ensure genuine cultural exchange. The consistent positive word-of-mouth and repeat business from travelers not only validated my approach but reinforced my core values around responsible, community-based tourism.
This role also embodied what I later came to understand as “resisting through representation” — using authentic, immersive tourism experiences to challenge preconceived notions shaped by Western media narratives. This concept continues to inform my current research on how Iranian tour guides actively shape visitor perceptions to counter dominant discourses.
Today, this reflection feels more relevant than ever, as we witness how tourism is increasingly shaped by political concerns and consumer activism, including destination boycotts and politicized narratives. These dynamics are not unique to Iran; they are also shaping tourism behavior and policies here in Canada as well. I believe these intersections of tourism, politics, and ethics are critical to examine if we are to create more inclusive and sustainable tourism futures.
What kind of support or recognition has made the biggest difference for you as a leader?
Throughout my career, I’ve been part of different professional associations, but the sense of belonging I’ve found through WORTH is truly unique. It’s not just an association by name, it’s a community built on authentic connections, meaningful mentorship, action-driven initiatives, and purpose-led educational resources. This kind of environment reinforces my both personal and professional growth. Throughout this year, I’ve been working, talking and exchanging experiences with amazing, I would say, WORTHY women.
Professionally speaking, what has made the greatest difference is the trust placed in me to lead, contribute, and help shape ideas. Every time I’ve been given space to share my perspective, make decisions, or represent a larger vision, it has deepened my confidence and helped me grow into my leadership identity. That kind of recognition, through opportunity, not just praise, has been invaluable in shaping the leader I am becoming.