THE MATURE AGE MARKET IN EUROPE AND ITS INFLUENCE ON TOURISM

An examination of demographic trends in Europe clearly indicates
that the population is ageing. It can be stated that there is a growth of mature
age market (over-65- year old) and semi-mature age market (over-55-year
old). These population changes have created the pleasure travel market for
the elderly. This mature age market is, on average; better educated, more
affluent and has greater expectations than the generation before them and
forms a large and influential market sector. Tourism industry can expect to
face changing demands, needs and opportunities as population ages.
Therefore, the impacts of the mature market in Europe, in particular, on
world tourism patterns should be closely monitored and the tourism
products need to be adjusted to the demographics and special needs of the
elderly people. The objective of this study is to identify the size and
importance of the mature age (senior) travel market and its implications for
the travel and tourism industry.