Japan is a destination that is consistently placed in the top choices for women travelers in consumer surveys, especially those traveling solo, mostly due to perceived safety, but is one of the poorest performing nations on earth in terms of gender equality. Japan ranked 120th among 156 countries in the gender gap rankings in 2021, the worst of the G-7 countries and remaining in last place among major advanced economies. The tourism sector is no different. The Second Edition of the Global Report on Women in Tourism (pp 100-101) by the United Nations World Tourism Organization (UNWTO) cites a general apathy in Japan towards making improvements on gender parity, and that while women make up the majority of the tourism workforce, women’s representation in leadership positions is grossly lacking, ranging from 37.4% in chief/leadership positions, 25.4% in managerial positions, and a mere 4.4% at director level or higher (according to 2016 statistics). Jessica sees putting women’s voices front and center in travel publications like her own an important step in normalizing women’s voices in public spaces in Japan and within Japan-focused content.