In Portugal’s mesmerising Algarve region, where golden coastlines meet luxury living, Events Plan It stands out as a leader in bespoke event planning. Recently awarded Best Luxury Events Planner in the Algarve 2025 by Luxury Lifestyle Awards, the company is reimagining distinction in the events industry. Whether orchestrating an opulent wedding, an exclusive gala, or a high-end corporate event, Events Plan It is celebrated for its artistic flair, careful coordination, and ability to turn dreams into unforgettable experiences.

At the helm is founder and Events Director Rosa Gonçalves Paula, whose rich professional background in tourism and hospitality across Portugal and the United States has shaped the company’s global perspective and dedication to service.

In this interview, we speak to Rosa about how Events Plan It continues to raise the bar for luxury events, turning the Algarve into a premier destination for world-class celebrations. Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our exclusive interview. Drawing on more than 17 years of experience recognizing the globe’s most distinguished luxury brands through the Luxury Lifestyle Awards, he offers rich expertise and discerning insight into the dynamic landscape of luxury.

Questions:

Alexander Chetchikov: Congratulations on winning the LLA for Best Luxury Events Planner in Algarve, Portugal, in 2025. What does this recognition mean to you and your team?

Rosa Gonçalves Paula: Thank you, Alexander. Receiving this award is a tremendous honor for our entire team. It validates our commitment to crafting unique and luxurious events that resonate with our clients’ visions. This recognition fuels our passion to continue pushing boundaries and delivering exceptional experiences in the Algarve. 

AC: Events Plan It offers a wide range of services, from themed parties to corporate events. How do you tailor each event to ensure a unique and memorable experience for your clients?

RGP: We believe that every event should be a reflection of our client’s individuality. The first step is always to fully understand the purpose and desired outcome of the event — whether it’s a brand activation, a corporate team-building retreat, a luxurious wedding, or a tailored social event.

By identifying the event’s objective, we can shape every detail — from the venue and décor to the entertainment and timing — to support that goal. For example, a team-building event for an international company might focus on immersive, collaborative experiences in nature, while a product launch could emphasize fun exclusivity — replacing traditional presentations with engaging, experiential concepts that allow guests to interact with the product in unexpected and memorable ways, such as immersive brand journeys, sensorial activations, or playfully themed environments that reflect the essence of the brand. And when it comes to themed social events, we go all in — creating bold and imaginative concepts that match our clients’ lifestyles and personal tastes. Many of our individual clients are discerning, influential figures with exceptional taste and the means to pursue truly unique event experiences. These clients entrust us with the creation of private celebrations that reflect their lifestyle and personality, from concept to execution. Whether hosting a birthday celebration, a summer gathering, or an anniversary event, they expect sophistication, originality, and absolute discretion. We are proud to offer them tailor-made solutions that embody elegance and fun, always delivering events that are immersive, exclusive, and above all, unforgettable. We work hand in hand with each client to develop creative and innovative solutions tailored to their vision, ensuring that every event is not only unique but also meaningful and impactful. 

AC: Your company emphasizes creativity and imagination in event planning. Can you share an example of an event where you incorporated particularly innovative elements?

RGP: Absolutely! Creativity is at the core of everything we do — it’s how we turn the ordinary into the unforgettable. A car launch that mixes the exclusivity of the brand with the uniqueness of the traditions of the Algarve through a themed party with popular traditional songs and decor.

We’ve also hosted high-profile themed parties with unexpected twists — the water ballet dancers or an aerial silk act, uniquely performed suspended from a tree, combining natural scenery with the elegance of contemporary circus art. Our goal is always to surprise and delight, while keeping things elegant and intentional. For us, innovation means crafting moments that are not only visually stunning but emotionally engaging. Whether it’s through technology, performance, design, or interactive storytelling, we create playful yet refined experiences that our clients — and their guests — never forget. 

AC: With extensive experience in tourism, cruises, and hospitality in both Portugal and the USA, how have these diverse experiences influenced your approach to event planning in the Algarve?

RGP: My background in tourism and hospitality — across both Portugal and the United States — has shaped the way I approach every project with a blend of international flair and genuine Portuguese warmth. Working in luxury cruise lines and hotels taught me the importance of seamless logistics, high-touch service, and anticipating the needs of guests before they’re even expressed. It also taught me how to manage complex experiences with precision and elegance.

At Events Plan It, we apply that same level of service excellence to every event we create. Whether we’re producing a sophisticated brand activation or a high-end social celebration, we aim to deliver the same effortless elegance and refined service that luxury travellers expect. And because many of our clients come from around the world, my multicultural experience helps us understand and exceed their expectations, from design preferences to service etiquette. We take pride in creating events that feel both globally inspired and locally rooted in the Algarve’s unique charm. 

AC: The Algarve is renowned for its stunning landscapes and venues. How do you leverage the region’s unique features to enhance the luxury experience of your events?

RGP: The Algarve is our playground of inspiration — a place where luxury and nature meet in the most breathtaking ways. What makes this region truly special is its diversity: dramatic cliffs, secluded beaches, traditional villages, luxury resorts, vineyards, and wild landscapes that each tell a different story. We don’t just use these locations as backdrops — we integrate them into the soul of the event.

Take, for example, a sunset cocktail party on a private clifftop overlooking the Atlantic, where guests arrive via vintage sidecars. Or a product launch in a working vineyard, where the brand narrative is woven through local wines and gourmet pairings. These aren’t just visually stunning settings — they embody the fusion of exclusivity, creativity, and authenticity that define our events.

We see the Algarve not just as a destination, but as a creative partner in the experience. Every location — be it a cliff, a beach, a vineyard, or an architectural gem — offers a chance to surprise, engage, and immerse our guests in something extraordinary. This region allows us to design atmospheres that engage all the senses and that reflect both the lifestyle of our clients and the richness of southern Portugal.

At Events Plan It, we are passionate about transforming spaces and landscapes into moments of wonder. 

AC: In the luxury events industry, attention to detail is paramount. What strategies do you employ to ensure every aspect of an event meets the highest standards?

RGP: At Events Plan It, attention to detail isn’t just a step in the process — it is the process. From the initial concept to the final execution, we apply a highly personalised, hands-on approach to every project. Each event starts with a deep dive into the client’s vision, brand, or lifestyle, so that every choice we make — from lighting temperature to scent diffusion, from furniture layout to staff attire — supports a cohesive and elevated experience.

We work exclusively with trusted vendors who share our obsession with quality and precision. Regular site visits, meticulous scheduling, and a culture of open communication ensure that even the smallest element is accounted for. Nothing is left to chance.

But what truly sets us apart is our commitment to creating an effortless experience for our clients. We take on the complexity, so they can enjoy the moment, knowing that every detail, visible or behind the scenes, has been carefully curated to meet the highest standards of luxury and originality. 

AC: Sustainability is becoming increasingly important in event planning. How does Events Plan It incorporate sustainable practices into your luxury events?

RGP: Sustainability is a responsibility that we take seriously, even in the context of high-end, bespoke events. At Events Plan It, we believe that luxury and sustainability must evolve together, and we constantly seek out creative ways to reflect that in our work.

We prioritise local partnerships, working with regional suppliers and artisans to reduce transportation emissions and support the local economy. We also favour reusable structures, natural materials, and eco-conscious design elements that allow us to minimise waste without compromising on aesthetic value. Floral arrangements, for example, are often created with seasonal and locally grown flowers, and we work with chefs who source ingredients from sustainable producers.

Our approach is about choices that align with the values of our clients and the sustainability of the planet. Whether it’s limiting single-use plastics, replacing merchandising with local craftsmanship or cork material, or simply making sustainability part of the conversation from the very first briefing, we ensure that our events leave a lasting impression, not a footprint. 

AC: Looking ahead, what trends do you foresee shaping the luxury events industry, and how is Events Plan It preparing to adapt to these changes?

RGP: The future of luxury events is all about meaningful, multisensory experiences that reflect personality, purpose, and innovation. Clients are no longer satisfied with beautiful settings alone — they want emotional connection, memorable storytelling, and curated journeys that reflect who they are or what their brand stands for.

We see a growing demand for personalisation, experiential storytelling, and the integration of new technologies like immersive sound design, projection mapping, and interactive elements that surprise and engage. There’s also a rising interest in destination events that feel both exclusive and culturally rooted — something the Algarve is perfect for.

At Events Plan It, we’re already embracing these trends. We’re investing in creative partnerships, exploring new formats, and pushing for originality in every project. Our focus remains on designing events that are not only aesthetically stunning but also emotionally rich and deeply tailored to each client. In short, we believe the future of luxury is experience-led, and we’re here for it — creating events that are as forward-thinking as they are unforgettable.

​Thank you, Rosa, for sharing your inspiring journey and the innovative approaches that have positioned Events Plan It at the forefront of luxury event planning in the Algarve. Your insights into the industry and dedication are truly commendable.

To learn more about the award-winning company, visit their official website at https://eventsplanit.pt/en/