How a-gente Helped Minas Gerais Charm Portugal (and Built Bridges to the World)
- milenaapedrosa
- 2 days ago
- 3 min read
Some journeys are much more than just diary commitments, intense meetings, and tight schedules—they are true crossings. Some missions turn into deep bonds, connecting people, culture, business, and even love stories! These kinds of experiences are part of my professional path, and today, I've come to talk about my work at a-gente, leading institutional relations and press advising at BTL Lisboa 2025 to promote Destino Minas Gerais on the international stage, especially in Europe.
A Path of Partnerships and Encounters
My connection with events, Portugal, and the international scene began way back in 2016 when I had a PR and events company—my first experience as an entrepreneur! It was then that I learned the value of meetings and dialogue. My relationship with Portugal deepened further from 2019 onwards, when I worked at Embratur, representing Brazil at various international events. There, I discovered that the best connections are those that carry a collective purpose.
When I took the lead at a-gente, the mission was clear: shine a brighter light on Destino Minas and show the world the potential of our brands, territories, and people. I spearheaded a collaborative effort—my team articulated international press, business owners, civil society, and governments to multiply opportunities and celebrate the richness of Minas Gerais, always with the state's signature spirit of collectivism.
Connections that Generate Results (and Many Stories)
The promotion of Minas Gerais during BTL Lisboa was special. a-gente fostered robust meetings between business leaders, public authorities, and civil society from Portugal and Minas, resulting in significant partnerships. For me, it wasn't just tourism—it was sustainable development, job creation, cultural exchange, and a collective legacy.
And we simply must mention the tangible results of our journey:
Spontaneous Media Impact: The value in spontaneous media (the coverage your work generates, free of charge!) reached €168,697.74.
Media Coverage: Our press advising secured features in outlets like CNN Portugal and Record Portugal.
Audience Reach: The generated articles impacted 885,075 people.
High-Level International Partnerships: At BTL 2025, Minas Gerais was able to strengthen ties with various Portuguese institutions such as the Luso-Brazilian Chamber of Commerce and Industry, Globo Portugal, Everything is New (a major events company), the City Council of Coimbra and the House of the Citizenship of the Language (Casa da Cidadania da Língua), and A Casa da Cachaça. We also supported the signing of an unprecedented partnership with Mozambique for cultural exchange and knowledge sharing in the tourism sector.
And I couldn't forget to mention one of the most delightful parts: the international coverage and the European fondness for our coffee, cheese, and traditional cuisine. The results surpassed all the figures, and Minas is increasingly closer to Portugal—more direct flights, more tourists, more investments, and many more people wanting to celebrate and strengthen this movement.
Another compelling figure: Approximately 26% of international visitors to Minas Gerais come from Portugal.
When Dialogue Turns to Affection (and Even Marriage!)
A personal anecdote? To prove that true partnership builds more than just business, I lived out a special chapter of my own story right there, amidst official diaries and celebrations for the bicentenary of Brazil's independence in Portugal: it was on the streets of Lisbon, during an institutional trip for the Government of Minas, that I recognised the love of my life—the same love that, since then, has turned into marriage and inspiration to keep connecting people, cultures, and dreams.
The Collective Makes it Happen
Roles and results are important—my experience as a public servant, Deputy Secretary for Culture and Tourism of Minas between 2020 and 2023, gave me the confidence and background to lead with enthusiasm and purpose. But believe me: none of this would make sense if it wasn't built with people and for people.
I continue to believe, every day, that the power of collective intelligence transforms lives, businesses, and entire destinations. By uniting professionals from different fields, I valued the potential of every voice so that Minas Gerais, Portugal, and everyone involved could grow together—bringing more culture, sustainable tourism, and positive impact to the world.
At the end of the day, the best connections are those that create legacies and stories to tell. And when the collective is the protagonist, everything expands, renews, and becomes possible. Here's to more paths, meetings, and celebrations!
I share this story because I believe: a-gente makes it happen. And we do it together.
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