Hélia Gonçalves Pereira is an Associate Professor of the Marketing, Operations and General Management Department at Instituto Universitário de Lisboa - ISCTE-IUL. Hélia Gonçalves Pereira is Director of the Master in Hospitality and Tourism Management and of the Tour DC Msc (ERASMUS Mundus); Pos-Degree in Sales Management and Pos Degree in Top Management in Hospitality and Tourism.

She is Coordinator of the Marketing FutureCast Lab, an applied research lab in new trends in marketing. Her background is interdisciplinary, combining a BSc in Economics, a post Degree in European Studies, a MSc in Management and a PhD in Management with specialization in Marketing and several years as senior consultant in Price Waterhouse and Coopers. She has interests in consumer behaviour, internet marketing and social media and, as well, tourism marketing.

She was, between 2016 and 2019, member of the board (non-executive) of Turismo Fundos SGFII, S.A., a financial society that supports tourism and industrial projects.