They can help to address (mis)representations of employment in the sector and encourage a broader, more realistic view of the different types of roles a career in tourism offers. Policy and industry initiatives have focused on promoting and communicating the job opportunities offered by the sector to raise the profile and improve the image of tourism careers. An important starting point is to make young people in second-level education, along with their parents, careers advisors and other “influencers”, aware of the opportunities and show that there are good jobs in the sector.