Place branding in Portugal is becoming a strategic priority for cities, regions, sectors, and institutions. It helps territories define what makes them distinctive and communicate that value with clarity.
More than a communication exercise, place branding connects identity, ambition, and economic development. It can help attract investment, talent, visitors, and partnerships.
Why place branding in Portugal matters now
Portugal is competing in an increasingly global environment. Cities and regions must stand out with a clear identity and a credible value proposition.
However, visibility alone is not enough. Territories need strategies that connect local strengths with international opportunities.
In addition, place branding can support stronger positioning for economic clusters, strategic sectors, and major events. It can also help regions gain relevance across European and global markets.
Therefore, this topic is central to the future of territorial competitiveness. It raises important questions about how Portugal presents its cities, regions, sectors, and national assets to the world.
About the event
EY and Porto Business School are hosting Place Branding: Challenges and Opportunities in Portugal, an event promoted within the PBS-EY Brand Futures Lab.
The session will bring together municipal, regional, sectoral, academic, consulting, and policy leaders. It will also gather professionals working across strategy, investment, tourism, branding, and economic development.
The goal is to discuss how municipalities, regions, sectors, and the country can move to a new level of attractiveness and international reach.
In addition, the event will explore the strengths and weaknesses of place branding in Portugal. It will also highlight lessons that can help territories build stronger and more coherent positioning.
Event details
Date: July 9, 2026
Time: 4:00 PM – 6:30 PM
Location: Porto Business School
The event will take place on campus at Porto Business School.
Participation requires prior registration.
Program
4:00 PM | Welcome Coffee
4:30 PM | Welcome Remarks
José Esteves, Dean of Porto Business School
Rui Vieira, Partner at EY
4:40 PM | Opening Session
Marketing and International Promotion in Northern Portugal
Álvaro Santos, President of CCDR-N
5:00 PM | Keynote
Place Branding: International Lessons
Alia El Banna, Professor of Marketing at Porto Business School and Co-Director of the International MBA
Ana Côrte-Real, Faculty & Corporate Relations Director at Porto Business School
5:20 PM | Panel Discussion
Place Branding in Portugal: Strengths and Weaknesses
Carlos Brito, President of the Northern Delegation of the Portuguese Economists Association
Catarina Santos Cunha, Consultant in Strategy & Leadership
Luís Rodrigues, Board Member at InvestBraga
Madalena Dinis, Chief Operating Officer of Porto and North of Portugal Convention & Visitors Bureau
Ricardo Valente, Managing Director of Savills Porto and Professor at FEP and Porto Business School
Moderator: Hermano Rodrigues, Principal at EY-Parthenon
6:30 PM | Closing Remarks
José Ribau Esteves, President of CCDR-C
Registration
Join us at Porto Business School for a timely discussion on the role of place branding in Portugal and its impact on territorial development, competitiveness, and international positioning.
Register for Place Branding: Challenges and Opportunities in Portugal
To discover more initiatives hosted at Porto Business School, visit our Porto Business School events page.