The British Hospitality Association (BHA) is asking 10,000 hospitality and tourism industry professionals to take part in the industry's first 360° assessment.
The answers will be collated via a survey which will also ask respondents what they think is their main worry in the industry from immigration, rising costs, economic slowdown, and unfair competition.
Other questions include: "what does hospitality and tourism mean to you?" and "what is the stand out aspect of a hospitality and tourism career?"
The results will be announced at this year's summit at the Grand Connaught Rooms in London on 6 June.
Ufi Ibrahim, the chief executive of the BHA, said: "As we prepare for one of the industry's most significant campaigns to promote hospitality as a career of choice, it is important to take stock of the perception of our industry. Together with our partners ITN, DebateMate and The Caterer, we are gathering the perspectives of over 10,000 people in the industry, over 5,000 7-to-16-year-olds, and at this year's Summit, we will be asking Ed Balls, retired dancer, former cabinet minister, to share perceptions of hospitality through the eyes of a politician."
Answer the survey here: bit.ly/BHA360Survey
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