At the buzzing heart of Europe’s event industry, IMEX Frankfurt 2025 welcomed some of the brightest minds shaping the future of meetings, incentives, and large-scale productions. Among them stood Liliana Bandeira, the Head of International Market at Europalco, representing one of Portugal’s leading full-service event solution providers.

With the European event sector in full post-pandemic transformation, Bandeira’s insights couldn’t be timelier. From the rise of immersive technology to the integration of AI, her vision paints a compelling picture of an industry embracing innovation, while honoring the human connection at its core.

Europalco: More Than Just a Service Provider

In a fast-paced, tech-fueled global market, event execution is no longer about just showing up with equipment. It’s about creating experiences that captivate, engage, and linger in memory. This is where Europalco sets itself apart.

“We are a global services provider for events,” Bandeira shared. “We deliver everything—from audiovisuals, sound, lighting, and cameras, to stage structures, furniture, scenic design, and full production. We’re not just a vendor; we’re a strategic partner.”

Europalco doesn’t merely support events—it powers them end-to-end. And this comprehensive service suite has positioned the company as a cornerstone of Portugal’s international appeal for destination events and conferences.

The Strategic Importance of IMEX Frankfurt

For Europalco, IMEX isn’t just another trade show. It’s a pivotal annual touchpoint where global connections turn into real business opportunities. IMEX gathers event professionals, corporate planners, and buyers from across continents—making it the perfect platform for Europalco to showcase its capabilities.

“IMEX is a fair we attend every year. We’re here not just to see our current clients but also to meet new ones and show them what Portugal has to offer,” Bandeira explained.

Portugal is fast becoming a favorite for international event planners, thanks to its blend of cultural charm, excellent infrastructure, and now—thanks to Europalco—a trusted service network capable of handling complex event needs without requiring overseas logistics.

“We tell clients they don’t have to bring everything to Portugal. We’re here, ready, and able to support their events fully, with quality and reliability,” she added.

The Big Travel and Event Trends for 2025

According to Bandeira, 2025 is shaping up to be a landmark year in how events are conceptualized, executed, and experienced. The biggest game-changer? Immersive technology.

“Clients no longer want traditional, passive events. They are demanding interactive, immersive experiences that engage attendees on a deeper level,” she said.

Today’s eventgoers expect more than stage lights and speakers. They want to be inside the experience—to be a part of the story. This demand has pushed Europalco to evolve continuously, staying ahead of the curve by integrating cutting-edge tech into every project.

From dynamic LED environments to real-time interactive displays, the goal is simple but ambitious: make every attendee feel part of something extraordinary.

Pandemic Lessons That Shaped a New Era

Like every business in the events sector, Europalco faced immense disruption during the pandemic. But instead of waiting for live events to return, they transformed.

“We used that time to reinvent ourselves. We built four professional studios for virtual and hybrid events,” Bandeira said.

Each studio served a unique purpose. One was designed with full chroma key capabilities for virtual backgrounds. Another featured immersive LED walls for hybrid productions. Yet another incorporated Extended Reality (XR) technology—blending real and digital elements for futuristic event experiences.

This bold pivot helped Europalco not just survive the pandemic—but emerge stronger, with an expanded toolkit that bridged both physical and virtual spaces.

As live events returned, the company found itself ahead of the competition, already equipped with hybrid experience models that merged innovation with intimacy.

Today’s Shift: From Virtual to Blended Realities

With global travel restored, the need for fully virtual events has faded. However, the tech born during that period hasn’t been discarded—it’s been reimagined.

Now, blended events are taking the stage: part physical, part digital, and all immersive.

“Today, we bring the best of both worlds together. We use the virtual innovations we developed and apply them to physical events. This hybrid DNA allows us to deliver experiences that are richer and more connected,” Bandeira noted.

From real-time translations and holograms to AI-generated content and smart lighting that reacts to audience emotions—Europalco is tapping into every tool available to redefine what an event can be.

The Future Is AI-Powered

Looking ahead, Europalco is placing its bets on Artificial Intelligence—not just as a gimmick, but as a foundational shift in how events are designed and delivered.

“Our next big goal is to integrate AI across all aspects of event production,” said Bandeira.

From predictive planning tools that analyze attendee behavior, to AI-powered logistics that optimize setup and teardown, to personalized guest experiences based on real-time data—AI is becoming the silent partner making everything smoother, smarter, and more impactful.

This means fewer delays, lower costs, and most importantly, a more personal, human-centric experience for every attendee.

In a world overflowing with digital noise, AI enables event professionals to cut through the clutter and deliver moments that truly resonate.

Portugal: Ready for the Global Stage

With partners like Europalco driving innovation, Portugal is positioning itself as one of the most event-ready destinations in Europe.

Its ability to blend historical charm with modern tech makes it uniquely attractive to planners looking for both authenticity and reliability. And with Europalco on the ground offering full-spectrum services, the logistical barriers for hosting events in Portugal have all but disappeared.

Final Thoughts

As Europalco’s journey shows, the future of events isn’t just digital—it’s experiential, interactive, and increasingly intelligent.

In the words of Bandeira, “We’re using technology to make events more beautiful, more powerful, and more human.”

And if IMEX Frankfurt 2025 is any indication, the world is watching—and listening.

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