Serving as Coordinator of the Tourism Axis of ADESCC and Vice President of the Tourism Council allows seeing up close the gears that move our region. It was with this vision that we had the honor of moderating the panel at the Seminário de Turismo do Sertão Central, under the theme “Quem faz acontecer: Desafios e Oportunidades de Empreender no Sertão Central”, promoted by SEBRAE. Listening to the panelists brought clarity: love for the territory is what truly enchants the tourist. This affection overflows in the crafting of a piece of jewelry, in the attentiveness of tour guiding, and in the warm welcome of hospitality. It is “doing things with love” that transforms a destination into an unforgettable experience. We also reinforced an essential pillar of our management at the Agency: cooperation. When municipalities unite and present themselves together, everyone grows — we are an innovation and agritourism circuit that gains strength in collectivity. We continue transforming Sertão Central into an increasingly strong and integrated destination.