Jaime Serra holds a PhD in Tourism from the Faculty of Economics - University of Algarve, Portugal. He is an Associate Professor in the School of Social Sciences, Department of Sociology and Tourism, at the University of Évora, in Tourism Studies (Bachelor, Master, and PhD degrees). He is currently the Head of the Master's Program in Tourism and Destinations Development and the Director of CIDEHUS.UE research centre, where he developed his research topics on Consumer Behaviour in Tourism, Tourism Demand Economics and Smart Sustainable Destinations. Since 2018, he is a Co-coordinator of ASTO - Alentejo Sustainable Tourism Observatory/Portugal (INSTO-UNTourism).