I see a major global trend with several branches: the aging population is significantly changing how we travel and experience cultures.
First, older demographics are now a key focus for services and advertising — tourism operators are adapting their offers to real user needs instead of just younger audiences. Second, health-related travel is increasing. In countries like the U.S., where healthcare can be extremely expensive, people are traveling abroad to access better and more affordable treatment. And finally, retirement relocation is becoming more common: many people from Northern and Central Europe move or spend long seasons in Southern European countries like Spain, Italy, or Greece to enjoy better weather, lifestyle, and quality of life.
All these shifts create an incredible opportunity for health tourism, assisted living services, and the broader tourism industry — especially for brands that position themselves as part of the growing “silver economy
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