What are the opportunities on the European baby boomer tourism market?

Baby Boomers, born between 1946 and 1964, are frequent travellers. Many are retired and have the time and money to travel. More than one-fifth of the European population is made up of Baby Boomers, and most use European tour operators to organise their trips. There are good opportunities for local tour operators to attract this market with products carefully packaged to include active, immersive and meaningful experiences. However, it is important to remember that this is an ageing demographic, and products should meet a variety of needs.