Lure baby boomers down under
Many Australian observers of the country’s tourism scene believe that the international age of baby boomers in affluent countries – the so-called third age of senior tourists – should be further pursued with the emphasis on Australia as having its own unique attractions and being situated on the “doorstep” to Asia.
Former Queensland Premier, Peter Beattie, believes the Australian tourism industry needs better strategic positioning.
Writing in The Australian newspaper, he said that “two areas that need targeting are the baby boomer market and the United States (US) to take advantage of Australia’s heavy exposure” – the visits by US Secretary of State Hillary Clinton and TV superstar Oprah Winfrey.
Mr Beattie recently witnessed the big-spending by American baby boomers travelling in their own country but wrote that “despite their professed affection for Australia most US tourists never leave their own country, which has successfully capitalised on the growing baby boomer market to stimulate its tourism industry”.
He said that these US senior tourists “are pouring millions of dollars into the US tourism economy. They represent the richest ageing group in history.
“We are witnessing the emergence of a class of older travellers wealthier, healthier, more active and with higher expectations than their predecessors. Australia has the potential, with good product and destination development, to attract this emerging third age tourist market”.
