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The nexus of workforce and destination development is a largely uncharted area within tourism research. The local human capital has above all been in focus when underlining tourism's potential to create employment even for the inexperienced and less educated. However, a discordant strand of theory holds the low levels of qualified knowledge within the industry responsible for absent destination development in areas struggling to develop competitive advantages. Additionally, the in-migration of a skilled workforce may be hampered by a lack of amenities attracting permanent residents. In order to explore whether the tourism sector is characterized by a less educated share of the workforce, a study was performed using micro-level data on the full working population of Sweden during the years 2000–2010. The workforce in tourism was compared to the total and two other low-skill sectors, and the results show that the educational aspects within tourism are more related to geography than economic sectors. Contrary to general presumptions, the workforce within the tourism sector has a higher level of formal education than the other selected sectors in regions with generally low educational levels. The implication is thus that strategies aimed at creating employment for the least educated in rural areas need to be reconsidered, and not unconditionally target the tourism sector. Above all, tourism development needs to be based on assessments of local preconditions rather than a generalized image. [ABSTRACT FROM PUBLISHER]