With women comprising over 54 percent of the global tourism workforce, as reported by the UNWTO, Trip.com Group is reinforcing its dedication to gender empowerment through a range of impactful initiatives. The company is committed to creating opportunities for women in tourism by supporting career development, skills training, and entrepreneurship.

Expanding Career Opportunities through Training and Employment

A major step in this direction has been The Mulan Project, launched in 2023, which has significantly contributed to career growth for women in the tourism sector. This initiative has already created over 20,000 job opportunities for women, with further expansion planned in 2025 to open new career pathways in the industry.

In addition to job creation, Trip.com Group is actively addressing the growing demand for bilingual tour guides by providing specialized training programs. A free half-day cultural tour in Shanghai, led by bilingual guides, has gained immense popularity, with sessions fully booked within minutes. To meet this demand, more multilingual guides are being recruited for inbound tourism and corporate events.

Supporting Rural Women and Promoting Sustainable Tourism

The company is also making strides in rural revitalization through its Country Retreats program. This initiative focuses on creating employment for local women in rural tourism, offering them opportunities to manage lodges and promote eco-tourism. By supporting women in these roles, the program fosters sustainable tourism while preserving local traditions and culture.

Expanding Global Reach for Women in Travel

Since 2024, Trip.com Group has extended its commitment to women’s empowerment by partnering with initiatives in Europe that train underserved women to become professional tour guides. This collaboration provides training through a Tour Guiding Academy, equipping women with the skills needed to design and lead immersive travel experiences. The initiative not only enhances female entrepreneurship but also amplifies diverse cultural narratives. Looking ahead to 2025, there are plans to expand this partnership to international markets, further advancing women-led tourism globally.

Advancing Workplace Equality

Beyond tourism, the organization is committed to fostering workplace equality through progressive policies that support female employees. Flexible work arrangements, global childcare subsidy programs, and paid parental leave have been instrumental in ensuring a smooth transition back to work for nearly 100 percent of women after maternity leave. These policies reflect a broader commitment to providing an inclusive and supportive work environment for women at all career stages.

Through these initiatives, Trip.com Group continues to lead the way in strengthening the role of women in the tourism industry, ensuring they have the necessary resources, training, and opportunities to thrive.

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