Abstract
Alexandra township in Johannesburg is the most densely populated and one of the poorest in South Africa. Women living in the township are economically marginalised, having rare economic opportunities for employment or self-employment. This study examined the entrepreneurial challenges marginalised women in Alexandra face in making souvenirs for the tourism trade. The study adopted a qualitative approach based on a four-stage sequential design. The data was collected through focus groups, semi-structured in-depth interviews, and non-participant observations with the 24 women actively involved in souvenir-making. It was found that entrepreneurial challenges facing women making souvenirs in Alexandra include lack of access to funding, competition from mass-produced Chinese crafts, lack of availability of essential resources (i.e., electricity, machinery, safe working spaces), lack of access to tourism markets, and crime and corruption. The research findings are expected to assist the South African government, Non-Profit Organisations (NPOs), and various women initiatives to develop more effective ways of supporting marginalised women in townships in overcoming identified business challenges, ultimately leading to their empowerment.