Older travellers as a critical sector of the tourism industry, now and in the future: overcoming myths and stereotypes

Population ageing is an irreversible global trend (United Nations, 2023). The global population of people aged 65 years and older is forecast to rise from 10% in 2022 to 16% by 2050. As a result, many older tourists who have large amounts of discretionary time and money at their disposal want to travel the world because they are wealthier, healthier, and more active than previous generations. This review paper provides a thorough analysis of the existing literature to predict the major trends associated with older travellers in the future and how tourism providers can more effectively respond to their changing needs. In the past, marketing campaigns have displayed a lack of understanding of the travel needs of older tourists. A ‘new age’ of older tourism and travel is emerging, where new technologies are becoming key drivers of change to support greater travel opportunities. This is likely to provide greater economic benefits for local communities because of the increased spending power of the ‘silver economy’. Marketing of tourism needs to be portrayed as a pleasurable and enjoyable experience, and as a mentally and physically healthy pursuit that can add increased vitality to the lives of older people.