Pure Destinations Travel Group has launched a specialist arm to cater for overseas weddings.

Beach Weddings joins the group’s Honeymoon Dreams brand and will specialise in wedding packages to Europe, the Caribbean and Indian Ocean, providing services for secular, religious weddings, renewal of vows and blessings.

The group is targeting £1 million worth of sales for the brand in its first year and has brought out a standalone website, beachweddings.co.uk, and taken on three wedding specialists to handle sales over the phone and online at its head office in Edgbaston, Birmingham.

The group, which also has two Kuoni partner stores in the West Midlands, said the new brand was a result of a surge in the number of bookings for weddings abroad in the last year.

Managing director Lakh Hayer said: “We wanted to bring a fresh brand to the weddings abroad market. We felt there was a gap in the market in large group weddings abroad.

“There is huge demand, particularly in the Asian weddings sector, where the numbers start from 120 people with an average wedding cost of £150,000.”

He added: “There is so much that goes into these weddings, with all the legalities of the destinations and wedding packages at each resort, we really felt we needed to create a specialist agency because it is such a specialist product.”

Clients will benefit from dedicated wedding services such as a gift list service, specialist concierge and a client rewards club, added Hayer.