Positioning Portugal as a wedding destination: targeting the European market

Destination weddings constitute a niche market, which is rapidly growing and significantly impacting destinations all over the world. In order to tackle the lack of research in the Portuguese sector, the present study aims to explore the value of the segment in the country’s tourism industry, as well as provide actionable insights into how to position Portugal as a wedding destination. Hence, insights of main stakeholders were collected and analyzed. Additionally, Europe was identified as a crucial market and thus, further recommendations and positioning strategies were suggested for the continent and its high potential inbound countries