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The Future of Silver Tourism

Demographic ageing is reshaping global tourism. As senior travellers grow in number and influence, destinations must rethink how travel is designed and delivered. This study explores silver tourism through four pillars, showing how tomorrow’s seniors will redefine travel.

We start by developing a clear view of silver tourism today and how it is set to evolve in the years ahead. This study has its roots in four key foundations: Mobility & Accessibility, Wellbeing & Health, Meaningful Experiences, and Value & Awareness. Together, these pillars capture the expectations, pain points, and defining moments that shape the end-to-end journey of the senior traveller.

These findings are based on a comparative review of senior-friendly benchmarked travel destinations around the world using the same four foundations. By analyzing destinations around the world, we identify which destinations excel in each area, where there are still opportunities for growth and what separates senior-friendly infrastructure, services and inclusion strategies from others.

Looking ahead, the study identifies the future-facing trends set to redefine silver tourism. Drawing on foresight research, it explores how developments such as AI-enabled personalization, age-friendly digital interfaces, wellness-integrated itineraries, and trust-driven design could shape senior travel demand over the coming decades.

In the future, “good travel” will be defined by how well it is designed for older travellers. Seniors tend to stay longer, travel during off-peak periods, and spend more on quality, health, and service. Designing for this segment does not narrow the focus of tourism, it expands it.

Download the full study here!

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Sia integrates this data in its client database to send you marketing communications (invitations to events, newsletters and new commercial offers).
This data will be kept for 3 years before being deleted and you can withdraw your consent to the processing of your data at any time.
To learn more about the management of your personal data and to exercise your rights, please consult our Data Protection Policy.

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Your data are used by Sia to process your contact request. Please note that you have rights regarding your personal data. For more information, we invite you to read our data protection policy