With women representing over 54 per cent of the global tourism workforce, as reported by the UNWTO, Trip.com Group is reinforcing its commitment to empowering women in tourism through a series of impactful initiatives.
The group continues to spearhead efforts aimed at expanding opportunities for female professionals through The Mulan Project, which was initially launched in China in 2023. The programme has played a key role in fostering career development, skills training, and entrepreneurship for women in the tourism sector. Since 2023, this project has helped create over 20,000 female job opportunities, with further expansion planned in 2025 to enhance career pathways for women in tourism.
Trip.com Group also trains and recruits bilingual tour guides to meet the growing demand from international travellers. One example is The Shanghai Express, a free half-day tour led by bilingual guide Huang Xuan, who offers immersive cultural experiences in Mandarin, English, and Shanghainese. Since its launch, the tour has become highly popular, with sessions booking out within 30 minutes. To meet this demand, the company is expanding training programmes and recruiting more multilingual guides for inbound tourism and corporate events.
Additionally, Trip.com Group promotes rural women’s employment through its Country Retreats programme, which drives rural revitalisation and creates jobs for local women. A notable example is Xi Xi, a Gen Z innkeeper who has worked at various rural lodges, growing a successful business known for its local culture, eco-tourism, and whale-watching experiences.
Since 2024, Trip.com Group has extended its commitment to women’s empowerment by supporting Women in Travel CIC’s initiatives in Europe. The partnership backs the Enterprising Programme, focusing on the Tour Guiding Academy, which trains underserved women to create and lead immersive tours in the UK and internationally. This initiative promotes female micro-entrepreneurship, elevating underrepresented voices and enabling women to generate income while celebrating diversity and heritage. In 2025, Trip.com Group plans to collaborate with Women in Travel CIC in international markets to further advance women-led tourism globally.
Beyond tourism, Trip.com Group supports female employees with progressive workplace policies, such as hybrid work options, a global childcare subsidy fund, and paid parental leave. These initiatives have helped nearly 100 per cent of female employees return to work after maternity leave, underscoring the company’s commitment to workplace equality and career growth for women.
Trip.com Group’s CEO Jane Sun said: “The tourism industry employs more women than any other sector, yet many still face barriers to career advancement. Through initiatives like The Mulan Project, we are committed to creating more employment and entrepreneurship opportunities, upskilling women, and fostering gender equality.”
