Older Generation to Dominate Tourism

"This is a challenge that the industry will have to face," said Dr. Martin Buck, Director of the Competence Center Travel and Logistics at Messe Berlin.    

"With increasing numbers of older vacationers, this target group is acquiring growing importance for the travel sector," he said. "One does not have to have a lot of imagination to realise that the over-50 target group are the ones that will help the travel industry to achieve further growth. That is why knowledge about the needs, demands and requirements of these \'best agers\' regarding their travel plans are so important for the travel industry."  

According to the research, carried out in cooperation with ITB Berlin, the traditional beach holiday ceases to be attractive as people grow older. Instead, health and wellness vacations tend to become more popular, as well as destinations in Germany and the Alpine regions. Tours, cultural and study trips and city breaks are very popular among the older generation. Excursions are an important holiday activity. Older travellers want to expand their horizons, acquaint themselves with foreign cultures, and increase their knowledge while on holiday.

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