Empowering Women in Tourism
According to the UNWTO, women constitute over 54% of the global tourism workforce. In recognition of their pivotal role, Trip.com Group is enhancing its dedication to support and empower women in this sector through an array of impactful initiatives.
The Mulan Project: Advancing Career Opportunities
Trip.com Group is at the forefront of promoting career opportunities for women through The Mulan Project, which was launched in China in 2023. This innovative program is focused on career development, skills training, and entrepreneurship, specifically designed for women in the tourism field. Since its inception, over 20,000 job opportunities have been created for women, with plans for further expansion set for 2025 to improve career pathways in tourism.
Training Bilingual Tour Guides
In an effort to meet the increasing demand from international travelers, Trip.com Group is focused on training and recruiting bilingual tour guides. A remarkable initiative is The Shanghai Express, a complimentary half-day tour led by the bilingual guide Huang Xuan, offering an immersive cultural experience in Mandarin, English, and Shanghainese. This tour has gained immense popularity, with spots filling up within 30 minutes of opening. To cater to this demand, Trip.com Group is launching more training programs and hiring additional multilingual guides for inbound tourism and corporate events.
Promoting Rural Employment for Women
Trip.com Group is also dedicated to enhancing employment opportunities for rural women through its Country Retreats program. This initiative not only promotes rural revitalization but also creates essential jobs for local women. One inspiring example is Xi Xi, a Gen Z innkeeper who has successfully carved out a niche in eco-tourism, offering experiences rich in local culture and whale-watching.
Support for Women in Travel CIC
Expanding its commitment to women’s empowerment, Trip.com Group has partnered with Women in Travel CIC in Europe since 2024. This collaboration supports the Enterprising Programme, concentrating on the Tour Guiding Academy, which trains underrepresented women to design and lead unique tours both in the UK and internationally. This initiative promotes female micro-entrepreneurship, empowers diverse voices, and helps women earn income while showcasing their cultural heritage. Looking ahead to 2025, Trip.com Group plans to partner with Women in Travel CIC in additional international markets to further elevate women-led tourism on a global scale.
Progressive Workplace Policies
Beyond tourism, Trip.com Group is committed to fostering an inclusive work environment for its female employees by implementing progressive workplace policies. These include hybrid work arrangements, a global childcare subsidy fund, and generous paid parental leave. Such initiatives have successfully ensured nearly 100% of female employees return to work following maternity leave, demonstrating the company’s commitment to equality and career advancement for women.
CEO’s Vision for Gender Equality
Jane Sun, CEO of Trip.com Group, emphasizes, “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 devoted to creating greater employment and entrepreneurship opportunities, enhancing women’s skills, and fostering gender equality.”
