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Abstract

This thesis aims to develop a comprehensive business plan to scale my destination wedding planning company, Oliva Willow, into the Spanish market. The project investigates the intersection of demand in the American destination wedding market and the opportunities presented by Spain as a competitive and attractive location for such events.

A critical focus is the American market analysis, exploring trends in U.S. destination weddings, particularly the motivations behind choosing international locations. The high average cost of upscale weddings in the U.S. (approximately $100,000) has fueled interest in more affordable yet luxurious alternatives abroad. This demand creates an opportunity for Spain, with its cultural richness, diverse landscapes, and cost-effective options, to position itself as a top choice for American couples.

On the supply side, the project assesses Spain's readiness to meet this demand, analyzing the availability of venues, vendor networks, legal frameworks, and service infrastructure. A strategic emphasis is placed on understanding how Spain’s existing offerings can be aligned with the preferences and expectations of the American market. Methodological tools such as SWOT analysis, PESTEL analysis, and the Business Model Canvas are applied to evaluate feasibility and identify critical success factors.

By bridging the gap between existing U.S. market demand and Spain’s capacity to deliver, the thesis provides actionable insights into scaling Oliva Willow while contributing to broader discussions on cross-border entrepreneurship and niche service industries. The findings will offer a foundation for implementation and academic value through an analysis of how international markets can connect through destination-specific business strategies.

This thesis aims to develop a comprehensive business plan to scale my destination wedding planning company, Oliva Willow, into the Spanish market. The project investigates the intersection of demand in the American destination wedding market and the opportunities presented by Spain as a competitive and attractive location for such events.

A critical focus is the American market analysis, exploring trends in U.S. destination weddings, particularly the motivations behind choosing international locations. The high average cost of upscale weddings in the U.S. (approximately $100,000) has fueled interest in more affordable yet luxurious alternatives abroad. This demand creates an opportunity for Spain, with its cultural richness, diverse landscapes, and cost-effective options, to position itself as a top choice for American couples.

On the supply side, the project assesses Spain's readiness to meet this demand, analyzing the availability of venues, vendor networks, legal frameworks, and service infrastructure. A strategic emphasis is placed on understanding how Spain’s existing offerings can be aligned with the preferences and expectations of the American market. Methodological tools such as SWOT analysis, PESTEL analysis, and the Business Model Canvas are applied to evaluate feasibility and identify critical success factors.

By bridging the gap between existing U.S. market demand and Spain’s capacity to deliver, the thesis provides actionable insights into scaling Oliva Willow while contributing to broader discussions on cross-border entrepreneurship and niche service industries. The findings will offer a foundation for implementation and academic value through an analysis of how international markets can connect through destination-specific business strategies.