The research documented in this paper argues that the authentic learning environment is achievable through “academic practitioners” who can ground business education and research within practice. A culture fostering the academic understanding of the practitioner environment enables practical engagement with academic rigour. The case study illustrates specific examples from degree programmes engaging with student and academic voices, with a particular focus on the development of authentic learning experiences for tourism and hospitality students. Key aspects of business education need embedding within the development of tourism and hospitality curricula in order to engage with the tacit knowledge required by the sector through a holistic approach to curriculum development.