Humanities within universities faced challenges in the latter half of the twentieth century as their value in the modern world was questioned. This paper argues that there is strong potential for the humanities to thrive in the twenty-first century university sector. It outlines some of the managerial implications necessary to ensure that this potential is delivered. Study of humanities provides an education offering skills to tackle the problems facing the twenty-first century world. The importance of clear communication of the value of the humanities to different constituencies, especially policy makers, institutional governing bodies and prospective students is emphasised.