Quality jobs can help the tourism sector to attract and retain the best people and in turn deliver quality tourism services to sophisticated travel consumers in a competitive global market place. Up-skilling people to become more proficient in their jobs, valuing and rewarding professional competence and supporting career development can improve the image of employment in the sector and create a more positive recruitment and retention cycle. It in turn promotes enteiprise and destination competitiveness and leads to better outcomes for workers. In a highly fragmented sector, human resource development issues are a common concern for all businesses in the tourism value chain, large and small.