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

Baby boomers like to travel and represent a large, wealthy consumer group with an extensive budget for holidays. As they age, boomers are looking for bucket-list trips to places they have always wanted to visit, to immerse themselves in other cultures, learn new things, and spend time with their families and friends. However, they are a discerning group of travellers, who need to know the destination they visit is safe, in particular regard to their health. The markets of Germany, the United Kingdom, and the Netherlands are important sources of European baby boomers. Once the COVID-19 pandemic has eased or travel has adjusted to it, it is likely that European boomers will look further afield to take big trips.