The longevity economy in the tourism sector, often referred to as silver tourism, capitalises on the growing demographic of older adults who are healthier, wealthier, and more inclined to travel than previous generations. This sector focuses on catering to the specific needs and preferences of senior travellers, offering tailored experiences such as accessible accommodations, health-focused itineraries, and culturally enriching activities. Silver tourism represents a significant economic opportunity, as this demographic tends to have more disposable income and time to spend on extended and premium travel experiences, driving growth and innovation in the global tourism industry.
Happy to announce that our Visionary team is working on a study commissioned by the European Parliament titled “Role of the longevity economy in the tourism sector”. The aim of the study is to identify, analyse and provide a comprehensive overview of the status quo and forward-looking insights on the subject of the role of the longevity economy in the tourism sector for the Members of the European Parliament Committee on Transport and Tourism (TRAN Committee), as well as recommendations for the potential ways of addressing the identified future challenges and opportunities of silver tourism. The study has the following objectives:
- After analysing the most recent EU, grey, sectoral, and academic literature, develop a comprehensive description of ageing in tourism, including defining the concept of “silver tourism” and its sub-segments. Provide a review of global and EU-level demographic trends and their contribution to the longevity economy, while considering behavioural diversity across age groups, and describe the current EU policy focus in the field.
- Present a selection of three in-depth case studies at national and/or regional levels where policy action and/or public-private partnerships were/is directed at harnessing the potential of the longevity tourism sector (i.e., individual sub-segments). Detail, where data is available, the quantitative and qualitative outcomes of these initiatives.
- Provide a set of recommendations for national and EU policy makers on ways to meet the challenges and opportunities arising from the increasing demand for elderly-oriented tourism solutions.
The methodology of the study includes literature review, expert interviews, quantitative data collection and analysis, as well as three case studies. The results of the study will be presented to the Members of the TRAN Committee.
The project is expected to be finished by October 2024.
