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

rtu

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