A New Era for Women in Travel and Entrepreneurship
The tourism industry is one of the world’s largest employers of women, with over 54% of the workforce comprising female professionals, according to the United Nations World Tourism Organisation (UNWTO). However, despite this representation, gender gaps in leadership, career advancement, and financial independence persist.
Trip.com Group, a global leader in travel services, is taking bold steps to bridge these gaps. As the world celebrates International Women’s Day 2025, the company is expanding its commitment to empowering women in tourism through innovative initiatives that enhance career opportunities, support female entrepreneurship, and drive sustainable employment.
At the heart of these efforts is The Mulan Project, launched in 2023, which has already created over 20,000 job opportunities for women in the travel sector. From bilingual tour guides to rural entrepreneurs and corporate leaders, Trip.com Group is transforming the future of tourism—one empowered woman at a time.
Breaking Barriers: The Mulan Project and Women’s Career Development in Tourism
Women in tourism often face systemic barriers to leadership roles, with limited access to funding, mentorship, and professional training. The Mulan Project directly addresses these challenges by:
- Providing career development programs to help women access leadership roles in the travel industry.
- Training and recruiting multilingual tour guides to meet rising global demand.
- Creating paid internships in collaboration with universities, ensuring young women gain industry experience.
- Supporting female entrepreneurs through mentorship and business training.
One of the most impactful examples of this initiative is the Shanghai Express, a free half-day tour program in Shanghai led by Huang Xuan, a trilingual guide who provides deep cultural insights beyond traditional sightseeing. Since its launch, demand for this tour has skyrocketed, with sessions selling out in just 30 minutes.
To meet this increasing demand, Trip.com Group is expanding its training programs, ensuring that more women can build sustainable careers as travel guides, cultural ambassadors, and tourism entrepreneurs.
Revitalizing Rural Communities: Women Leading Sustainable Tourism
While urban tourism often takes center stage, rural communities remain largely untapped in global travel markets. Trip.com Group’s Country Retreats program is changing this by creating job opportunities for women in rural areas, enabling them to build successful hospitality businesses that attract tourists while preserving local cultures and ecosystems.
A standout example is Xi Xi, a Gen Z female innkeeper, who has managed eco-friendly lodges across multiple provinces in China. Through dedication and entrepreneurial spirit, she transformed struggling lodges into thriving businesses, drawing visitors interested in whale-watching, eco-tourism, and authentic local experiences.
By investing in women like Xi Xi, Trip.com Group is proving that women-led tourism initiatives can drive both economic growth and environmental sustainability.
Expanding Women’s Empowerment Beyond Asia: Europe and Beyond
Trip.com Group’s commitment to empowering women is no longer confined to Asia. In 2024, the company expanded its initiatives to Europe through a partnership with Women in Travel CIC, supporting their Enterprising Programme and Tour Guiding Academy.
This program trains underserved women to become local tour guides, allowing them to create and lead immersive cultural tours in the UK and internationally. These initiatives not only promote female entrepreneurship but also elevate diverse voices, ensuring that heritage, culture, and multiculturalism are celebrated through authentic, locally-led experiences.
By 2025, Trip.com Group plans to expand these efforts globally, fostering a more inclusive and equitable travel industry.
Beyond Tourism: How Trip.com Group Supports Women in the Workplace
Trip.com Group’s efforts extend beyond tourism, with progressive workplace policies designed to support female employees. Key initiatives include:
- Hybrid work options to support work-life balance.
- A global childcare subsidy fund to assist working mothers.
- Paid parental leave ensuring family support without career setbacks.
As a result, nearly 100% of female employees return to work after maternity leave, demonstrating Trip.com Group’s commitment to workplace equality and long-term career growth for women.
A Call to Action: Building a More Inclusive Future for Women in Travel
Trip.com Group is setting a new standard for corporate leadership in gender equality, showing that empowering women is not just a social responsibility—it’s an economic and industry necessity.
With programs that support career advancement, encourage entrepreneurship, and foster inclusive tourism, the company is proving that when women thrive, the entire travel industry benefits.
As we celebrate International Women’s Day 2025, the question remains: How can more businesses step up to support women in tourism and beyond?
Now is the time for companies, governments, and individuals to champion gender equality in travel. Because an inclusive industry isn’t just better for women—it’s better for the world.
What’s Next?
Trip.com Group is leading the way, but the conversation doesn’t stop here. How can businesses in tourism and beyond learn from their success? What policies and initiatives can be adopted on a global scale?
Join the discussion below and share your thoughts on how we can build a future where women in travel thrive!
Thank you for reading!
