Who I am, what I do and who I have done it for.

I am a marketing and digital positioning consultant, speaker and professor, focused on tourism. I work with tourism businesses, destinations, regional governance bodies, public tourism departments, convention bureaux, trade associations and the Sistema S network, across Brazil. I live between Campo Grande (MS) and São Paulo. I started in 2002 with a web design company and entered tourism in 2012, through an inbound tour operator in Bonito (MS).

MBA in Marketing from FGV-RJ. Graduate-level professor of tourism business at UNIFOR and UFMS. Columnist for Brasilturis and Portal Uai Turismo. Winner of the 2024 ABBTUR National Merit & Talent Award, from the Brazilian Association of Tourismologists and Tourism Professionals. Brazil's first carbon neutral speaker, with travel emissions offset through Compensei. Active Cadastur registration, member of ABBTUR and ABETA.

From the outside. I opened a web design company in 2002 and an advertising agency the following year. I did my MBA at FGV, became marketing manager for a leading snack company in my state and, in 2009, opened the first fully digital agency in Brazil's Central-West region, which is also when I started teaching. Tourism came in 2012, through an inbound operator in Bonito (MS). That is where I learned both halves of the game at once: selling and positioning to the traveller, and staying competitive in B2B, where the trade is highly selective about which products it works with.

Across Brazil. That means 227 talks and workshops delivered since 2012, in 25 states plus the Federal District, all listed publicly by year, with the hiring organisation and city. I work in person, hybrid and online, and this site is available in Portuguese, Spanish and English.

No. I am also marketing director of a hotel management company and, since 2015, a partner in an interactive content company working with virtual reality, augmented reality and artificial intelligence. Being on the side of those who operate and those who build technology is what keeps me from advising from the stands.

Six areas, all built on the same reasoning: consulting and mentoring; marketing planning; diagnostics; talks and event curation; reputation crisis management; and custom projects with artificial intelligence. All of them start from the same place: understanding the market and defining positioning before spending anything on tactics.

A talk builds thinking at scale, at an event, a training programme or a multi-city circuit, in blocks of 1 to 4 hours. Consulting goes into your specific problem, with diagnosis, direction and an action plan. They are different doors into the same reasoning, and it is common for people to meet my work on stage and hire me for consulting later.

It is the order in which I make decisions, not a list of tactics. Four cardinal points: Market (where demand comes from, defining source markets before any tactic), Positioning (what makes the destination or business desirable in the mind of the traveller and the trade), Journey (who the person is and which stage they are in, with B2B and B2C never treated as one), and Execution (only then channels, content and campaigns). The needle is active market listening, which recalibrates everything each round. Without listening, the compass points nowhere.

It is what I build together with Daniel Turbox, developer and founder of Turbox. Tourism has been flooded with generic tools carrying an artificial intelligence label, and almost none of them solve the problem of someone running a destination. In the project, I translate the problem into a question a machine can answer and he builds the solution, from the data to the interface. It serves public management, regional governance bodies, trade associations and custom projects: observatories, market listening, assisted diagnostics, internal systems.

My focus is tourism, and that focus is what sustains the depth: most of what I know comes from solving problems for destinations, inbound operators, hotels, attractions and public tourism management. If your case is in another market, it is worth talking first so I can tell you honestly whether I am the right person.

Among others: Sebrae, the Brazilian Ministry of Tourism, Braztoa, TAP Air Portugal, O Boticário, Goiás Turismo, Fundtur-MS, Paraty CVB, Sixt, Bonito Way, Rio da Prata, Estância Mimosa, Circuito do Ouro and Anseditur.

Public and private, at both ends. On the public side: tourism departments and foundations, state and municipal bodies, regional governance bodies and the Sistema S network. On the private side: inbound operators, hotels, attractions, travel agencies and tour operators, as well as associations, convention bureaux and sector event organisers.

They do, and that is the proof that matters most to me, because a list of logos cannot give it. The most recurring clients are Sebrae MS (12x), Revista Melhor Viagem (10x), Sebrae BA (9x), Fundtur MS (6x) and Sebrae ES (6x).

ABAV Expo, WTM Latin America, the Ministry of Tourism's Salão Nacional do Turismo, Festuris Gramado, BTM Brazil Travel Market, Abeta Summit, Travel Next, Conexões do Turismo, Green Destinations, Festival das Cataratas, ESX, FIT Pantanal, Entur Summit, Panrotas Next and HSMAI, among others. At ABAV Expo I have shared the stage with TAP Air Portugal, in a collab format.

The full list of 227 talks is published, year by year, with the hiring organisation, city and state. It is not a selection of highlights: it is the entire record, including what is not a showcase.