Psychologist Edgar Schein is recognized as one of the world's leading references in human development, group processes and organizational culture, which defines:

Organizational Culture is a pattern of basic assumptions, which, when shared with a group, are learned and become a way of solving problems of external adaptation and internal integration.

We can thus say that the culture of a company reflects its identity. And this identity means that she is alive and has a soul, that is, a unique and unique way of taking her to action.

Many companies neglect to know their culture, almost as we human beings sometimes neglect our self-knowledge.

Culture is what translates the company into what it really is, that is, what its true essence is. And only companies that understand and, above all, practice their culture can grow and endure without losing their essential characteristics.

At Living Tours it was my pride and patriotism in Portugal that made me found the company with the purpose of showing the world (tourists from all over the world) the best we have, are and know how to do in Portugal and later extended to Spain.

It was this purpose that made me choose tourism, and this is the main basis of Living, the initial name still inscribed on the company's permanent certificate was Living in Portugal, it was this living and feeling Portugal, which I wanted to be passed on to who visited us, to be a perfect host in the warm welcome and to be able to show everyone the best we have, we are and we know how to do in Portugal. It is this feeling that makes the purpose of the business always go beyond profit.

In order for this base, this foundation to be really put into practice, I see that this culture must permeate all those who work at Living, and that's why I realize how fundamental it is to have a strong and consistent work to disseminate, consolidate and take root in our organizational culture.

It is only when people align themselves, believe in the purpose and assume it as a flag, that companies stop having only employees and start having collaborators. Yes, because employees are part of a team. They do not work in isolated departments that compete with each other, but in partner and complementary areas that fight together for the best for the customer, for the business, for the company and for themselves.

Companies with a soul, with motivation, have people who work with passion. And only passion and alignment of purpose lead to commitment. Therefore, at Living, we have, in caring for our employees, the main strength that makes us more than a team, in a true Nation, the Living Nation. #SomosLiving

We must strive to achieve this organizational state, because happy employees in the company are usually happy in their social relationships. In other words, happy employees are good for business and, as a natural cycle, for society as well.

If I am here, sure that we are doing the best for the organizational culture of our company, it is because we learn to dedicate ourselves to it daily, and today I can say with absolute certainty that Living's organizational culture is largely responsible for our success.

I am not modest in saying that we are a unique company, desired, respected, admired both by employees and by other competitors. We work for it too, after all. But I am humble enough to admit that we have learned to transform our culture into a culture of very high performance and innovation. Innovation that transcends the innovation of products and services, to build our growth, maintaining our essence, always.