Ljubica Knezevic Cvelbar ,(PhD) is full professor at the School of Business and Economics, University of Ljubljana and a visiting professor at more than 30 universities worldwide. She holds a PhD in Economics at University of Ljubljana, while her expertise is in the fields of tourism economics and sustainable development. Ljubica has 15 years of academic and professional experience as a professor, researcher and consultant. She has been involved as a researcher or consultant in more than 50 projects including European Parliament and European Commission funded projects, UNDP grants, research and consulting projects for national governments of Slovenia, Croatia, Macedonia, and Montenegro as well as many consultancy projects for local municipalities and SMEs. She has published more than 40 papers in refereed tourism journals including top-tier Journals such are: Journal of Travel Research, Annals of Tourism Research and Journal of Sustainable Tourism. Her research work had made significant impact on sustainable tourism development globally and was awarded with most prominent international scientific awards in tourism including Tea Sinclair Award for Article Excellence (2016, 2019) and 2019 Charles R. Goeldner Article of Excellence Award. Ljubica also serves as Editorial Board Member in six international academic Journals and is member of AIEST (Worldwide network of tourism experts). She also act as a president of Strategic Partnership for Research and Innovation in Tourism, a cluster of more than 50 key stakeholders in tourism in Slovenia.