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Positioning Portugal as a wedding destination: targeting the American market
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Tourism has increased exponentially in Portugal, currently representing 52,3% of service exports. Within the scope of events tourism, wedding tourism represents one of the fastest-growing markets worldwide, showing an estimated annual growth of 75% in current years, thus presenting a potential high-yielding market for Portugal. However, empirical research is scarce on the subject. Therefore, the present project aims to understand the actions that should be taken to promote the country as a wedding destination for the American market, through a qualitative research methodology, to understand how to fully leverage and develop the sector’s opportunities for the Portuguese tourism and economy.
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Hospitality Wedding-based tourism Events tourism Destination weddings