This study investigates small to medium tourism enterprise (SMTE) owner–managers' intentions to seek professional development. SMTEs in a regional tourism destination were surveyed, and an exploratory factor analysis identified barriers to, and benefits of, professional development factors. Logistic regression analysis was used to predict SMTE owner–manager's intention to pursue professional development based on perceived benefits of and barriers to training factors, education level and business size. ‘Staff performance benefits’ and ‘time/cost barriers’ of owner–manager's intention to seek professional development opportunities for staff. ‘Business performance benefits’ predicted owner–manager's intentions to seek professional develop for themselves. Implications of the findings are discussed. Copyright © 2015 John Wiley & Sons, Ltd.