In celebration of International Women’s Day, Trip.com Group is reinforcing its commitment to empowering women in the tourism sector. According to the United Nations World Tourism Organization (UNWTO), women make up over 54% of the global tourism workforce. In response, the company is expanding its efforts globally with several impactful initiatives aimed at improving career opportunities for women.
Expanding Training for Multilingual Tour Guides
Trip.com Group continues to drive progress for female professionals through The Mulan Project, an initiative first launched in China in 2023. The project has already played a significant role in career development, skills training, and entrepreneurship for women in tourism.
Jane Sun, CEO of Trip.com Group, said, “The tourism industry employs more women than any other sector, but many still face barriers to career advancement. Through initiatives like The Mulan Project, we aim to create more job and entrepreneurial opportunities, enhance women’s skills, and promote gender equality.”
The initiative focuses on training and recruiting bilingual tour guides to cater to the rising demand from international tourists. One notable example is The Shanghai Express, a free half-day tour in Shanghai led by bilingual guide Huang Xuan. Fluent in Mandarin, English, and Shanghainese, Huang offers an immersive experience that goes beyond traditional sightseeing, sharing insights into China’s history, business, and modern life. Since its launch, demand for the tour has grown rapidly, with sessions often selling out within 30 minutes.
To meet this growing demand, Trip.com Group is expanding its training programs, collaborating with universities, offering paid internships, and recruiting more multilingual tour guides for inbound tourism and corporate events.
Supporting Rural Women Through Sustainable Tourism
Trip.com Group is also helping drive employment for women in rural areas through sustainable tourism initiatives. The Country Retreats programme, designed to support rural revitalization, has created thousands of jobs for local women, providing them with stable incomes and opportunities for career growth. One success story is Xi Xi, a Gen Z innkeeper who has worked in various rural lodges across China. Through dedication and perseverance, she has built a successful business, attracting repeat visitors with her focus on local culture, eco-tourism, and whale-watching experiences.
Expanding Women’s Employment Beyond Asia
Since 2024, Trip.com Group has extended its efforts to support women globally, including backing Women in Travel CIC’s initiatives in Europe. Through this partnership, Trip.com Group is supporting the Enterprising Programme and the Tour Guiding Academy, which trains underserved women to create and lead local tours in the UK and beyond. This initiative promotes female micro-entrepreneurship, empowering women to generate income while celebrating diversity and multiculturalism in major cities.
In 2025, Trip.com Group plans to expand its collaboration with Women in Travel CIC into international markets, further advancing women-led tourism initiatives worldwide.
Supporting Female Employees with Career Development
In addition to supporting women in tourism, Trip.com Group promotes gender equality within its own workforce. The company offers progressive workplace policies, such as hybrid work options, a global childcare subsidy fund, and paid parental leave. These initiatives have helped nearly 100% of female employees return to work after maternity leave, reinforcing the company’s commitment to supporting women’s career growth and workplace equality.
Since 2023, The Mulan Project has helped create over 20,000 job opportunities for women, with plans to expand further in 2025 to enhance career paths for women in tourism.
Creating a More Inclusive Future for Women in Travel
Trip.com Group continues to shape a more inclusive and empowering tourism industry. By providing women with the tools, skills, and opportunities they need to succeed, the company is working to build a stronger and more equitable future for women in travel.
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