Virtual worlds are a phenomenon raising interest among educators around the globe, with more than 500 educational institutions experimenting with, or offering classes in, the virtual world of Second Life. While many educators are excited about the potential of virtual worlds, others are wary or skeptical. Some consider them as upmarket games, while others are afraid they will degrade student learning. Virtual worlds are certainly not a panacea for higher education, and they present many challenges for students, teachers, and administrators. This article describes how Second Life has been used for teaching and learning in a hospitality and tourism school in Hong Kong. It discusses some of the opportunities, challenges, and problems of using this virtual environment and analyzes data collected from students and teachers who used Second Life for learning and teaching in four diverse courses. The article concludes by suggesting strategies and techniques for using virtual worlds effectively in hospitality and tourism education.[Copyright of Journal of Teaching in Travel & Tourism is the property of Routledge. Full article may be available at the publisher's website: http://dx.doi.org/10.1080/15313220802634224]