The aim of this concept article is twofold: (1) to explore the issue of quality gaps in relation to the design, delivery and value of a university-level tourism and hospitality management qualification and (2) to provide examples of how industry/academic partnership initiatives can enhance students' learning experience. Applying a services management framework, strategies for creating meaningful industry partnerships are explored using the School of Hotel, Resort and Tourism Management at Bond University, Gold Coast, Australia as a case study.