Luciana De Lamare

Luciana De Lamare is a journalist, speaker, and tourism expert with a Master’s degree in Tourism and a specialization in Regenerative Design for territories. She is the founder and president of the Aupaba Institute, the leading Brazilian NGO exclusively dedicated to regenerative tourism and sustainable territorial development. With over 20 years of experience in the tourism sector, Luciana has lived and worked in France and Portugal, where she deepened her expertise in sustainable practices, cultural heritage, and international collaboration. She is recognized in Brazil and abroad as a pioneer in promoting tourism as a tool for social, environmental, and cultural regeneration. Luciana believes that tourism can be a powerful driver of community empowerment, especially for women and youth. Through the Aupaba Institute, she has developed and led numerous high-impact projects across Brazil, focusing on local economies, education, and inclusive leadership. Her work integrates systemic thinking, storytelling, and a deep connection to nature and culture. As a thought leader, she regularly speaks at global conferences, contributes to strategic discussions on ESG in tourism, and advocates for the transformation of the sector into a regenerative force for the planet.