As International Women’s Day shines a spotlight on gender equality, the Trip.com Group is reaffirming its commitment to women in tourism.
The global tourism workforce is predominantly female, with over 54 percent of jobs in the sector held by women, according to the United Nations World Tourism Organization (UNWTO). Yet, barriers to career advancement and financial independence persist. Acknowledging this as International Women’s Day dawns, 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 program 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.
Trip.com Group is also bridging the gender gap in rural tourism through the Country Retreats program, which fosters sustainable travel while creating employment for women in less urbanized regions.
Expanding Women’s Employment Beyond APAC
As part of its global expansion, Trip.com Group has partnered with the UK-based Women in Travel CIC, 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.
You May Also Be Interested In…
International Women’s Day Spotlight: Kristin Delahunt
Exclusive: Azamara CEO Dondra Ritzenthaler on Leadership and Resiliency
