This study looks at Faculty perspectives to identify the strengths and weaknesses in the industry- -academia relationship via multiple sources. The goals that were set for this study were two-fold: to analyse the strengths and problems of the industry-academia relationship over 15 Brazilian tourism undergraduate degrees; and identify factors that are enabling or holding back the relationship between industry-academia. For the multiple case study with cross-sectional analysis, we developed a matrix to analyzs the tourism programmes of study for three major components: proposed authors; proposed texts; and proposed audiences. The programme coordinators were invited to participate via e-mail and the ensuing on-line interviews were recorded and analysed using ATLAS.ti. The study identifies five strengths and six weaknesses, that are presented as case themes. Then, we summarise the factors enabling or impeding a better industry-academia relationship. The findings indicate that undergraduate dissertations, the alumni network within tourism organisations, and scientific communication build a strong bond between academia and industry. On the contrary, overemphasising non-vocational education, multi-disciplinary content without industry alignment and pursuit of government posts hinder greater industry- -academia interaction. In short, this study has contributed to understanding how academia can improve their relationshops with the industry, which could narrow the gap between what is expected of students by academia via what is asked of them in the labour market. © PASOS Revista de Turismo y Patrimonio Cultural.
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