Linda Pereira: events are ‘true drivers of development’

# tags: Events , Meetings Industry

Linda Pereira, founder and CEO of CPL Events, was honoured in Portugal with the AHRESP Prestige Award – ‘a deeply felt honour’.

She is an influential figure in the events industry and, in June, she was honoured with the Mário Pereira Gonçalves Prestige Award from AHRESP (Portuguese Hotel and Restaurant Association), ‘for her professional excellence and for being an international reference in the events and tourism industry’, according to the association's website.

“Receiving the AHRESP Prestige Award was undoubtedly a deeply felt honour. Throughout my career, I have been fortunate to receive several international awards, but this one touched me in a different way. AHRESP plays a fundamental role in promoting the restaurant, hotel and tourism sector in Portugal, and therefore the recognition of my work on behalf of our country, coming from such a respected entity, had a very special meaning," he tells Event Point.

Linda Pereira admits that this ‘was the most exciting award I have ever received — not only because it was in Portugal, but because it was the first one I received here. After so many years promoting Portugal's name abroad, it was touching to feel this affection and recognition here at home.’

Having lived in Portugal for over forty years, the Portuguese-British professional has won several international awards. And although every award she has received so far has “symbolic value”, this one from AHRESP “stands out because it reflects a lifetime dedicated to the MICE sector, with a focus on Portugal”.

‘I was a pioneer as a PCO in the country and was fortunate enough to contribute to training an entire generation of event organisation professionals. Seeing Portugal grow to become a destination of excellence in this sector is something that makes me deeply proud. This award is not just recognition — it is an embrace from my peers, from my roots, and that is something that no international distinction can match,’ she says.

“I want to be remembered as someone who paved the way”

Linda Pereira finds it difficult to choose the most memorable moments of her professional career, as there have been “so many challenges and achievements”. Even so, in Portugal, “I fondly remember my involvement in key moments such as Expo '98, Euro 2004, the first Portuguese Presidency of the European Union... all events that have marked our recent history.”

“Internationally, I have had the privilege of working in 149 destinations — from the United Kingdom to China, from Africa to Latin America. But what really moves me is having helped more than 50 countries position themselves as event destinations through branding and MICE development strategies. And in each of these projects, I always used Portugal as an example, and often also young Portuguese talents, who today have brilliant careers in the four corners of the world," she adds.

Linda Pereira would like her legacy to be ‘more than just well-organised events’. "I want to be remembered as someone who paved the way, who believed that Portugal could be at the forefront of this industry, and who always sought to give opportunities to others — especially women and young people. If I inspired someone to dream bigger, to fight with ethics and passion, then I feel I have fulfilled my role. And if I managed to prove that you can be a leader without ceasing to be human, authentic and generous... that would be the most beautiful legacy," she says.

And to the new generations who are now starting out in the events industry, Linda Pereira leaves a message: ‘Don't be afraid to dream big. But remember that true success is not measured only by applause or awards. It is measured by the impact we have on others, by the integrity with which we walk, and by the generosity with which we share our knowledge.’

For the founder and CEO of CPL Events, the sector needs the new generations, ‘your energy, your boldness and your ability to reinvent. But it also needs your heart. And when we put our heart into everything we do, the whole world hears it.’

“We have the privilege — and the responsibility — to be agents of change”

Linda Pereira believes that “events are much more than moments of celebration or professional gatherings — they are true drivers of development. They have the unique ability to be economic catalysts, bringing direct and indirect investment to the regions where they take place, boosting sectors such as hospitality, catering, transport, local commerce and specialised services.”

And they can go even further. For Linda Pereira, “events are accelerators of knowledge, creating platforms where ideas are shared, innovation is stimulated and international collaboration networks are strengthened.”

She adds that, in the MICE sector, ‘every congress, conference or summit is an opportunity to position Portugal as a modern, competent, welcoming country that is connected to the world. But it is also a moment where we can actively contribute to the development of our country. I have always believed that it is not enough just to organise good events — we must make them instruments of social, economic and even environmental transformation,’ she maintains.

Linda Pereira argues that when events are “designed with vision”, they “drive strategic areas such as education, science, technology, health and sustainable tourism. They create skilled jobs, generate applied knowledge and show the world the talent and capacity for innovation that we have here”.
In conclusion, Linda Pereira believes that, in this sector, ‘we have the privilege — and the responsibility — to be agents of change. And I deeply believe that events, when well planned and integrated into a national vision, can be key players in our growth and international positioning,’ she concludes.