After a series of inspirational lectures from Prof. Moutinho held to the students and professors of UTMS consultations, thematic meetings and media interviews, the University of Tourism and Management - Skopje on 23 February 2017 held a solemn session of the Senate of UTMS where Rector, Prof. Ace Milenkovski PhD to the Prof. Moutinho handed the title of honorary professor. With this act, the Rector of the University, Prof. Ace Milenkovski PhD on behalf of the students and the academic staff of UTMS expressed great appreciation for the extraordinary efforts of Prof. Moutinho to promote cooperation with UTMS multilevel generously sharing their current and past research, the benefit is enormous, both for scientific and for practical purposes.

Prof. Moutinho has rich professional biography which are particularly important intensive academic education and work on all the continents, published twenty-five books on consumer behavior, psychology of the buyer and strategic marketing.

His scientific opus consists of over 130 scientific papers published in 24 international scientific journals. He is also a member of the editorial board of several international journals. Prof. Moutinho has received numerous awards for achievements in academic research in America, England and Portugal.

On the address of the Senate of UTMS, Prof. Moutinho expressed special gratitude to the Rector Prof. Ace Milenkovski PhD of the University of Tourism and Management in Skopje, while stressing that it is a great honor and pleasure that he received the opportunity to cooperate with the University and contribute by sharing academic knowledge and business practices for the use of digital and mobile marketing, emphasizing the necessity of creating business code: THE FUTURE IS NOW. In this regard, Prof. Moutinho noted that as a friend of UTMS in the future will cooperate and will contribute with improvement of the academic competence.

The visit of Prof. Moutinho is of great knowledge appears to the development and the global academic integration of UTMS and Macedonian education.