AusLeisure

According to the United Nations World Tourism Organisation (UNWTO), women make up over 54% of the global tourism workforce yet many still face barriers to career advancement.

Trip. com Group is actively shaping a more inclusive tourism industry and is marking International Women's Day (8^th March) by strengthening its commitment to empowering women in tourism through a series of impactful initiatives.

Expanding Training Programmes for Multilingual Tour Guides
Trip. com Group continues to lead efforts to enhance opportunities for female professionals through The Mulan Project, which was first launched in China in 2023. The initiative has played a crucial role in career development, skills training, and entrepreneurship for women across the tourism industry.

Jane Sun, Chief Executive of Trip. com Group notes "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."

Through the initiative, Trip. com Group trains and recruits bilingual tour guides to meet the growing demand among international travellers. The Shanghai Express, a free Shanghai half-day tour programme, led by bilingual guide Huang Xuan, is one such example. Fluent in Mandarin, English, and Shanghainese, Huang provides immersive cultural experiences that go beyond traditional sightseeing, offering deeper insights into China's history, business, and modern life.

Since its launch, demand for this tour has surged, with sessions being booked out within 30 minutes. To meet this demand, Trip. com Group is expanding training programmes by collaborating with universities, offering paid internships, and recruiting more multilingual tour guides for inbound tourism and corporate events.

Rural women's employment through sustainable tourism initiatives
Beyond urban tourism, Trip. com Group is also driving rural women's employment through sustainable tourism initiatives. The Country Retreats programme, which aims to drive rural revitalisation, has helped create thousands of jobs for local women, providing them with stable incomes and career growth opportunities. One success story is Xi Xi, a Gen Z female innkeeper, who has worked in various rural lodges across Anhui, Henan, Fujian, Sichuan, and Weizhou Island. Through dedication and perseverance, she helped to build a thriving business, gaining recognition among travellers who return to experience local culture, whale-watching, and eco-tourism.

Expanding Women's Employment Beyond APAC
Since 2024, Trip. com Group has extended its commitment to women's empowerment beyond Asia, supporting Women in Travel CIC's initiatives in Europe. Through this partnership, Trip. com Group is backing Women in Travel CIC's  Enterprising Programme focussed on the Tour Guiding Academy , a platform that trains underserved women to create and deliver local and immersive tours in the UK and internationally. This practical and innovative initiative promotes female micro-entrepreneurship, elevating underrepresented voices and enabling women to generate income and celebrate diversity, heritage, and multiculturalism in major cities. In 2025 Trip. com Group plans to collaborate with Women in Travel CIC in international markets, further advancing women-led tourism initiatives on a global scale.

Trip. com Group's Commitment to Women's Career Development
Beyond tourism, Trip. com Group supports female employees through progressive workplace policies, including hybrid work options, a global childcare subsidy fund, and paid parental leave. These efforts have contributed to nearly 100% of female employees returning to work after maternity leave, reinforcing the company's commitment to workplace equality and career growth for women.

Since 2023, The Mulan Project has helped create over 20,000 female job opportunities, with further expansion planned in 2025 to enhance career pathways for women in tourism.

Building a More Inclusive Future for Women in Tourism
Trip. com Group is actively shaping a more inclusive and empowering tourism industry. With ongoing efforts across the world, the company empowers women with the skills, tools, and opportunities to thrive in tourism and beyond.

International Women's Day (IWD) 2025 has the theme Accelerate Action.

IWD has been around for over a hundred years, as have many of the issues still impacting women's advancement. Since 1911, IWD belongs to all who care about women's equality. Celebrate women's achievement. Raise awareness about discrimination. Take action to forge gender parity. All IWD activity is valid, that's what makes IWD so inclusive.

Related Articles

6th March 2025 - WTTC and Trip.com Group reveal technology game changers reshaping tourism industry

25th February 2025 - Entertainment-driven tourism among Trip.com Group’s next big trends

21st August 2024 - Trip.com Group and Merlin Entertainments partner to enhance Asia’s aquarium attraction experiences

2nd June 2024 - Trip.com Attractions and Tours Forum reveals growing demand for personalisation

29th December 2023 - Trip.com offers insights into 2024 tourism trends for attractions, events and AI

28th October 2023 - Trip.com Group empowers tourism industry with innovative and transformative AI

4th September 2023 - Trip.com Group signs as exclusive travel partner for ‘Ultra Beach Bali’ music festival

8th July 2023 - Trip.com Group discuss new areas of collaboration to promote Abu Dhabi

3rd July 2023 - Trip.com Group and Tourism New Zealand collaborate on marketing campaigns

26th April 2023 - Trip.com and Amazon Web Services sign MOU to build joint innovation lab

8th March 2024 - Wildlife organisations and surf lifesaving clubs among those recognising International Women’s Day

29th February 2024 - One Playground boutique gym to host fundraising event on International Women’s Day

9th February 2024 - Queensland aquatic operators to celebrate International Women’s Day with WAVES 2024

5th March 2013 - Fernwood Fitness opens its doors to mark International Women’s Day

8th March 2012 - Fernwood Fitness marks International Women’s Day with free admission