As International Women’s Day shines a spotlight on gender equality, Trip.com Group is reaffirming its commitment to women in tourism. The global tourism workforce is predominantly female, with over 54% of jobs in the sector held by women, according to the United Nations World Tourism Organisation (UNWTO). Yet, barriers to career advancement and financial independence persist. Acknowledging this, Trip.com Group has expanded its initiatives beyond Asia to support female professionals worldwide.

Expanding Career Opportunities for Women in Tourism

At the core of the company’s efforts is The Mulan Project, which was initially introduced in China in 2023. Designed to enhance career development, skills training, and entrepreneurship, this initiative has already provided thousands of women with new opportunities in tourism.

• The programme prioritizes bilingual tour guide training, ensuring women can meet the growing demand for multilingual experiences among international travelers.
• It includes paid internships and university collaborations, giving young professionals a structured path into the industry.
• The initiative extends beyond urban centers, with efforts to promote rural tourism employment for women, particularly in destinations that emphasize sustainable tourism.

One of the success stories of this initiative is Huang Xuan, a Shanghai-based tour guide fluent in Mandarin, English, and Shanghainese. She leads the popular Shanghai Express, a free half-day city tour designed for international visitors. Demand for this experience has skyrocketed, with bookings filling up within 30 minutes of opening. Recognizing this enthusiasm, Trip.com Group has committed to expanding multilingual tour guide training, further enriching the cultural tourism landscape.

Sustainable Tourism and Women’s Economic Inclusion

Trip.com Group is also bridging the gender gap in rural tourism through the Country Retreats programme, which fosters sustainable travel while creating employment for women in less urbanized regions.

Take the case of Xi Xi, a young entrepreneur who has managed lodges across multiple rural destinations, including Anhui, Henan, Fujian, Sichuan, and Weizhou Island. Her success story underscores the broader impact of the initiative—helping women gain financial stability while preserving local heritage and eco-tourism experiences. From whale-watching tours to homestays promoting regional culture, these efforts are shaping a more diverse and sustainable travel industry.

Expanding Women’s Employment Beyond APAC

As part of its global expansion, Trip.com Group has partnered with Women in Travel CIC in Europe, an organization dedicated to supporting underrepresented women in the travel industry. This collaboration, which began in 2024, focuses on female micro-entrepreneurship through the Tour Guiding Academy, empowering women to design and lead immersive tours across the UK and beyond.

Women from underserved communities now have the opportunity to become tour operators, telling their own stories and introducing visitors to their cultural heritage. This initiative not only fosters diverse tourism experiences but also provides economic opportunities for women who might otherwise face barriers to employment.

Trip.com Group has also pledged to extend this collaboration beyond Europe in 2025, supporting female-led tourism initiatives in international markets and reinforcing its long-term vision of gender equality in travel.

Workplace Policies Supporting Women’s Careers

Beyond tourism initiatives, Trip.com Group is taking steps within its own workforce to support gender equality. Through a combination of hybrid work models, global childcare subsidy funds, and extended parental leave, the company has ensured that nearly 100% of female employees return to work after maternity leave.

These policies are not only benefiting employees but also setting a progressive benchmark for companies across the travel sector. With flexible work options and career advancement opportunities, the group is proving that women can thrive in both professional and personal capacities within the tourism industry.

What This Means for the Future of Travel

The global expansion of The Mulan Project and the Country Retreats programme is poised to reshape the tourism landscape in several ways:

• More Authentic Travel Experiences: With local women leading immersive tours, travelers can expect richer cultural exchanges and deeper storytelling.
• Increased Representation in Tourism Leadership: More women will gain access to high-level roles and entrepreneurial opportunities, diversifying the industry.
• Sustainable and Inclusive Tourism Growth: Rural and community-driven tourism will flourish, creating jobs while preserving local cultures and ecosystems.
• Greater Accessibility for International Travelers: The rise of multilingual tour guides will enhance global tourism experiences, making destinations more welcoming for non-native speakers.

The Road Ahead

Since its inception, The Mulan Project has facilitated over 20,000 job opportunities for women, with continued expansion planned for 2025. As Trip.com Group builds momentum in its mission to empower women in tourism, its initiatives will undoubtedly influence the broader travel industry, encouraging other companies to adopt similar models of inclusion.

By championing economic independence, skills development, and sustainable tourism, Trip.com Group is shaping a future where women are not just participants but leaders in global travel. Whether in bustling cities or remote countryside retreats, their impact is transforming the way people experience the world.