This paper originates in the context of growing recognition that the success of the global tourism industry will ultimately depend on the professionalism of its workforce; with recent policy targeting specifically the need for enhanced professionalism in the fragmented, SME-dominated Irish industry. Education's role as a key driver of the professionalisation process is undisputed; however, continuing education for owners/managers of micro/small businesses is problematic. Hence, the authors' tertiary institute developed a new Bachelor of Science (BSc) in Small Enterprise Management, based on an andragogical philosophy and problem-based learning approach (PBL). This paper details the nascent BSc's development led by stakeholder involvement and reports on the first stages of a longitudinal study on the programme's learning impact thereby providing insights into how the particular sector-specific challenges were met through an innovative programme, tailor-made to be responsive to its specific audience's major needs for a sense of involvement, relevance and flexibility.