A SUGGESTION TO IMPROVE SENIOR
TOURISM SEGMENT IN JONKOPING
Class presentation IBC2010
Introducing Senior Tourism
Why Senior Tourism
Proposed Business Concept
Forecast and future steps
Summary
Agenda
Senior Tourists
Age Group 65+ • Experienced
Travelers • More time to
spend on travel and leisure
• Travel is often a lifestyle priority
• More savings and assets and fewer financial commitment
• More flexible with regards to travel times
• Demand higher quality services
• Less likely to be influenced by ‘frills’ and extra amenities
• Quite affected by Health issues
Fun
Family Visits
Improve self
esteem
New cultural
experience
Health care
Why Seniors Travel?
Normally stay for a day or two Attracted by hotels special offers Many of them pass without seeing the city!
Population of 22,598 Enjoying special privileges such as discounts and special offers
Current Picture
Local Seniors Senior Tourists
Indication that Senior Tourism is
not fully addressed
• Improved health conditions
• Improved economic conditions
• Increase in number as populations age
A rising segment in the
21st century
•Flexible travel time
•Less commitments after retirement
A segment that can fill off
season demand
Why Senior Tourism?
•The E4 highway pass through the city
Central Location
•The city is age friendly
Available Infrastructure
•Natural attractions
• Interesting museums
• Industrial attractions
Potential Attractions
Why in Jonkoping?
Wellness and Recreation Village
• Granna/ Visingso - Gränna Bluesgrassfestivalen tourist attractions
• Visiting galleries and museums
• Attending to theatre/concerts/operas
• Eating/preparing food distinctive to Sweden and Jonkoping
• Free talks and meetings with the local tourists
• Active participation
in golf/tennis/winter sports/ club games/ chess/ playing cards/ board games,
• Spectators to sport events
• Dancing/Morning work-out
• Other outdoor activities
• Food • Accommodation • Tourist information • SPA and relaxing
History and Culture
Lodging Entertainment and Sports
•Reinforcement of national values or identity
•Quality art experience not found elsewhere
Culture and History
•Excitement not found in everyday life
•Togetherness
Entertainment and sports
Why is it important?
All-Inclusive
All-Inclusive + trips
Travelling + all Inclusive + Trips
Hospitality and package offers
- Accommodation - Meals - Relaxing areas - Entertainment programs
Tou
rist
info
rmat
ion
ab
ou
t tr
ave
l op
po
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nit
ies
Wellness and recreation
village
Other Cities Communes
Jonkoping Commune
Local Airport
Travel agencies
Local cultural organizations
Local businesses
Local sport clubs
Locals
Networking Operations
Forecast & Future steps
Senior life style improvement
Senior respect and social inclusion improvement
Senior civic participation improvement
Improved transportation
•More bus connections
• Improved airport traffic
A more popular Jonkoping
Positive effects
Predictions for senior population
In 1950 all European countries had an elderly population age 65
and above of some 45 million; in 1995 the population age 65+ had
already more than doubled to 101 million; by 2050 Europe will have
173 million people age 65 and above
Europe
1950 1970 1995 2025 2050
Number in total population
44,981 68,642 101,338 147,524 172,985
In % of total population
8,2 10,5 13,9 21 27,6
Europe Forecast: Population by age groups 65+, 1950-2050
*Data: European Rural Development (ERD), 2002
Northern Europe
Number in total population
8,045 10,957 14,485 20,459 22,756
in % of total population
10,3 12,5 15,5 21,3 25,1
0
5
10
15
20
25
30
1950 1970 1995 2025 2050
Pe
rce
nta
ge
%
Population by age groups 65+, in % of total population,1950-2050
Europé
Northern Europé
Senior travel will grow in importance
Increased senior travel is an opportunity for Jonkoping to become a key travel destination.
It is important to develop this tourism segment in Jonkoping
The proposed wellness and recreation center provides good grounds for developing senior tourism segment.
Packaging and networking strategies are required for an improved senior travel experience.
Summary
THANK YOU