Despite the increasing acknowledgement of gender equality as the sustainable development goal, few studies explored how tourism organizations develop, measure and review gender equality initiatives in sustainability reporting. Through the document analysis of 67 corporate documents by 10 multinational hotels and 22 airlines, this study found that tourism corporations have substandard information on target (goal), process and recipients of gender equality initiatives. It is of concern because incomplete social reporting can be counter-productive if corporations appear to address social issues such as gender inequality without committed efforts. Informed by findings, a gender equality reporting framework is proposed for tourism researchers and practitioners to effectively measure, report, and benchmark tourism organizations’ gender equality performance and instigate meaningful and sustainable change.