Despite the above sentiments, Pritchard et al. (2007) have emphasised the crucial need to continue gender-focused work in tourism. This work is even more pressing in Asia, and from an Asian perspective. As one of the largest tourist-receiving regions, with many emerging markets such as India and Southeast Asia (World Tourism Organization, 2015), Asia is increasingly become a promising market for tourism (Winter et al., 2008). Considering the massive economic potential of tourism in the region, it is not surpris-ing that tourism research in Asia has gained increasing scholarly attention. This new interest in tourism in Asia, however, is predominantly focused on business and marketing, and gender research on Asians as travellers and providers of tourism experiences has not caught up. Moreover, the landscape of the tourism academy is changing, as is the number of Asian researchers (Henderson & Gibson, 2013). A book addressing Asian gendered identities and tourism from a reflexive Asian-centric approach is very therefore timely, especially one with contributors with diverse Asian academic profiles (Mura & Pahlevan Sharif, 2015).