sustainable development goals :SDGs
Sustainability has been increasingly valued as a priority for business and community development, but its practices in travel and tourism sector is still limited. This paper discusses how sustainable tourism and women empowerment would contribute to the promotion of sustainability, giving focus on SDGs, especially Goal No5“ gender equality”, specifically in the tourism labour market in Japan. It is argued that women contribute to sustainability from both sides of consumers and service providers, as it is women who lead ethical consumption, which generates more sustainable society. Women’s role in sustainable tourism promoting communication, collaboration, inclusion and resilience is acknowledged, which arguably contributes to leading sustainable society and well-being.