Rodrigo Nené (VenuesIn): Portugal can position itself as a “safe alternative” in the corporate events sector

From artificial intelligence applied to event planning to the impacts of geopolitical instability on business tourism, the MICE sector is undergoing a period of transformation. VenuesIn, a Portuguese company specializing in venue finding and event production, has sought to address these challenges by investing in innovation—as evidenced by the launch of an AI-powered smart cost calculator—and a growth strategy that combines domestic and international markets, with a focus on the United Kingdom and France, while keeping an eye on the North American market.

In an interview with Marketeer, Rodrigo Nené, CEO of VenuesIn, discusses the company’s journey, analyzes the current state of the industry, and identifies the main obstacles and opportunities for Portugal as a corporate events destination.

When and in what context did VenuesIn emerge? And what opportunity did you identify, at the time, in the Portuguese events market and the MICE segment?

Before VenuesIn was founded, I was the sales manager for a hotel chain in Greater Lisbon, and I often found myself unable to accept certain events due to a lack of available space or even because of commercial strategies focused on other business segments. In these situations, I noticed that clients were left without a simple, professional, and free solution to find a suitable alternative.

This situation highlighted a gap in the Portuguese events and MICE market. While there were traditional event agencies—typically operating on a fee or commission basis—there was no specialized venue-finding service to help companies identify the ideal venue independently, efficiently, and at no cost to the client.

It was from this opportunity that VenuesIn emerged, with a consulting approach that combines market knowledge, a qualified network of venues and partners, and personalized support. The goal has always been to simplify the process of searching for and organizing events, allowing companies to find solutions tailored to their needs and create effective and distinctive events.

What is VenuesIn’s positioning in the national market, and how does it differentiate itself from other venue-finding and event production companies or platforms?

VenuesIn positions itself as a partner in venue finding, event management, and production, differentiating itself from traditional venue search platforms through a combination of technology, market knowledge, and personalized support.

More than just providing venues, we help our clients find the solution best suited to their objectives, ensuring the entire event planning and execution process.

Which brands, and from which sectors, are currently part of VenuesIn’s client portfolio? And what are the company’s key markets?

VenuesIn currently works with leading brands such as Worten, PepsiCo, PwC, JTI, Decathlon, and KW Portugal, among others, representing sectors as diverse as retail, consumer goods, consulting, sports, and real estate. This diversity reflects the trust that national and international companies place in our ability to find and deliver tailor-made solutions for their corporate events, ranging from more formal occasions to lighter, leisure-focused events, such as team-building activities.

As for our most strategic markets, although Portugal is our main market, we have been strengthening our presence with international clients, with a special focus on the British and French markets, which are playing an increasingly important role in our growth strategy.

What are the main events organized by the company so far this year?

We organized one of KW’s most significant events this year, the Family Reunion, with over 900 attendees, which took place in March at Alfândega do Porto. We were also responsible for organizing Game Changers this past May, attended by prominent CEOs and leaders from Portugal (including ministers).

In addition, in these first few months of the year, we have been preparing several internal events of a less corporate nature, such as summer parties for some companies, but we would also like to highlight the annual meetings of international organizations, which have chosen Portugal to bring their leaders together.

Fortunately, VenuesIn has been called upon for these unique occasions and has had the opportunity to work side by side with various leading brands.

Recently, VenuesIn launched Portugal’s first Smart Corporate Event Cost Calculator, developed using artificial intelligence. What does this tool consist of, and what benefits does it offer the company’s clients?

The Smart Corporate Event Cost Calculator was created to address one of the biggest challenges companies face in the initial planning phase: quickly understanding the investment required to host an event. It was a truly pioneering project in Portugal, developed using Artificial Intelligence and powered by the knowledge generated from hundreds of proposals prepared by VenuesIn.

Our tool provides a preliminary cost estimate in just a few minutes, helping clients make more informed decisions, save time in the planning process, and, above all, assess the feasibility of their projects from the very beginning.

To what extent might the geopolitical context—with rising jet fuel prices and all the uncertainty hanging over the aviation and travel sectors—impact the industry this year? What impact are you already feeling on the business?

As is well known, we are on the front lines of corporate cutbacks, just as we were during the pandemic, given that we work in several sectors that are directly impacted, such as aviation and raw materials. On the one hand, Portugal is being sought out as an alternative due to its favorable weather conditions and its proximity to the Middle East in terms of European markets. On the other hand, there is significant concern, and naturally, there are already postponements and even cancellations of events.

I can reveal that, unfortunately, we had a significant cancellation last month for an event in Barcelona. This was due to our client’s internal cost structure, which skyrocketed across the entire value chain because of the conflict in the Middle East; as a result, they had to cut costs to ensure the business’s profitability and avoid passing those costs on to consumer prices. It’s a reality—we’re feeling a slowdown, already confirmed by various industry partners, such as hotel chains and catering companies, among others.

And to what extent has this context forced VenusIn to adapt its international strategy and focus on other markets?

It is essential to have a business strategy focused on the domestic market, but also on the international level, so that we are not so dependent on a single physical space—especially in a context that changes weekly. For now, our strategy involves a strong local focus, as well as a focus on Europe. But we definitely have plans to target the American market, which we believe has enormous potential.

Beyond this context, does the scarcity of venues continue to be a structural barrier to establishing Portugal as a leading destination in the MICE segment?

Undoubtedly, especially in terms of scale, there is very little availability for events that require the attendance of more than 400–500 people… I would also like to emphasize that premier destinations, such as Cascais, are losing their appeal. Unfortunately, numerous hotels are closing for renovations and are expected to reopen with different concepts (serviced apartments). I am referring, for example, to The Oitavos and the Hotel Miragem Cascais (the new name is yet to be announced).

Without the support of these hotels, which have always been a benchmark and were considered large-scale establishments, it will be very difficult, if not impossible, to organize this type of event in the region. On top of that, there is a magnificent venue for large-scale events right here: the Estoril Congress Center.

Text by Daniel Almeida