Trip.com Group Expands Global Initiative to Support Women in Tourism

• Over 54 percent of the global tourism workforce is made up of women, according to UNWTO
• Trip.com Group is reinforcing its commitment to empowering women in tourism through various impactful initiatives
• The Mulan Project, launched in China in 2023, focuses on career development, skills training, and entrepreneurship for women in the tourism sector

Trip.com Group is reaffirming its dedication to empowering women in tourism through a range of impactful initiatives, as women make up more than 54 percent of the global tourism workforce, according to the UNWTO.

The group remains at the forefront of expanding opportunities for women professionals through The Mulan Project, which was launched in China in 2023. This initiative has been instrumental in promoting career development, skill-building, and entrepreneurship for women in the tourism industry. Since its inception, the project has created over 20,000 job opportunities for women, with plans for further expansion in 2025 to strengthen career paths for women in tourism.

Trip.com Group is training bilingual tour guides to meet the growing demand from international travelers. One example is The Shanghai Express, a popular free tour led by Huang Xuan, offering cultural experiences in Mandarin, English, and Shanghainese. To keep up with demand, the company is expanding training and recruiting more multilingual guides for tourism and corporate events.

They also support rural women’s employment through its Country retreats programme, which promotes rural revitalization and creates job opportunities for local women. One standout example is Xi Xi, a Gen Z innkeeper who has worked at several rural lodges and built a successful business focused on local culture, eco-tourism, and whale-watching experiences.

Since 2024, Trip.com Group has strengthened its commitment to women’s empowerment by supporting Women in Travel CIC’s initiatives in Europe. This partnership backs the Enterprising Programme, which includes the Tour Guiding Academy, training underserved women to create and lead immersive tours both in the UK and internationally.

The initiative fosters female micro-entrepreneurship, amplifies underrepresented voices, and empowers women to generate income while celebrating diversity and heritage. In 2025, Trip.com Group plans to expand its collaboration with Women in Travel CIC to promote women-led tourism globally.

Trip.com Group goes beyond tourism by supporting female employees with progressive workplace policies, including hybrid work options, a global childcare subsidy fund, and paid parental leave. These efforts have enabled nearly 100 percent of female employees to return to work after maternity leave, highlighting the company’s dedication to workplace equality and women's career growth.

Jane Sun, CEO of Trip.com Group, stated, “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 dedicated to creating more employment and entrepreneurship opportunities, up skilling women, and promoting gender equality.”