This project-based thesis is concerned with the development of a marketing plan for the case company, Best Western Hotel Walram in Valkenburg, the Netherlands, and will demonstrate the importance of understanding cultural differences in international business. The reason for elaborating a marketing plan was the desire to expand the business activities of the case company to the Scandinavian countries, starting with Denmark. During the research period, various interviews with the management and Danish tour opera-tors as well as a business trip to Denmark were organized to support the development of the new market and the cooperation with the Danish tour operators. After the research period a series of marketing theories such as the AIDA model, Porter’s five forces, a SWOT analysis, etc. have been used to support the marketing plan. Furthermore, the cultural study provided the management with a clear understanding of Dan-ish business culture and enabled the case company to implement the right marketing strate-gies to understand the buying behavior of the Danish customer. Eventually the research was successful and permitted the case company to make important business contacts and succeeded in attracting tour operators to the Netherlands. Indeed, many tour operators have already booked tours for the next season. The management will consider further expansion to other Scandinavian countries.