She holds a bachelor’s degree from the University of Algarve, a Master's from University of Lisbon, a Ph.D. from the University of Algarve (Portugal), and an aggregation at University of Algarve. She has been an associate professor with aggregation at the Faculty of Economics since January 2024, invited Full Professor at Universidad Europea, Canarias, President of the first collaborative laboratory in Tourism, and Coordinator of the tourism and hospitality research line at CEFAGE. She was also Dean of the tourism faculty at Universidade Europeia from 2014 to 2021. At the international level, she is affiliated with TRC - Tourism Research Center and she has served as an expert in evaluating projects, PhD and Master courses, and doctoral and post-doctoral fellowships in the United Nations, Research Grants Council (RGC) of Hong Kong, Horizon Europe, QS University Rankings, Assumption Business Administration College, (Thailand), Croatia National Agency. She is also a member of the executive board of Advances of Tourism Marketing Conference (ATMC), a conference with 20 years. Further, she sits on several organizing and scientific committees worldwide. She acts as an editorial board member of CIT, JTR, Anatolia, CBTH, JHTM, and JHTI and is the editor of the book series- ATMC Goodfellow Publishers. In addition, she serves as an ad-hoc reviewer for most of the tourism and hospitality journals. She is also involved in several tourism-based national and international research projects, particularly with her partners based in Europe. She was also invited as a guest lecturer in STHM, Hong Kong Polytechnic, Stonehill College, Easton, MA, USA, Cartagena University, Cagliari University, ISEG, Aveiro University, IPL, ESHTE, ISCTE. Her research has been published in top-tier journals, special issues, book chapters, and books. She has supervised almost 40 master's dissertations, 13 doctoral theses, and 5 post-doctoral projects. Her work has received over five thousand citations counted by Google Scholar. She was nominated as an outstanding reviewer by Emerald (2019), among other awards and recognitions. Her research interests entail tourism consumer behaviour, marketing, and image. Tourism economics and models are also some of her research passions.