The Ageless Tourism Mission

The Mission of Ageless Tourism is to guide tourism-related businesses in accurately assessing the needs and psychographics of the mature leisure and business traveler and in providing the highest level of service in an atmosphere that nurtures and facilitates lifelong travel.

A related mission is to promote those tourism-related companies that have demonstrated excellence in reaching, serving, and elevating the experience of the mature traveler through obtaining Recognition.

To fulfill that mission, we aim to help the industry understand typical aging and distinguish the needs of the mature. Despite excellent health and economic security, age does bring new challenges.

Specific barriers experienced by the Ageless Traveler include the loss of travel companions, mobility or minor health issues, food restrictions, slower-paced travel, sensory deprivations, and more. However, these factors are not automatically linked to illness or decline. They may have limitations or restrictions, but their needs and psychography fall into what gerontologists now see as a new life stage.

Like Green, Sustainable, or Age-Friendly Workplace and Age-Friendly City designations, The Ageless Tourism Recognition intensifies awareness of the issues faced by this cohort, including ageism, loneliness, and self-imposed helplessness, by leading our industry to help travelers combat and erase these limitations through tourism.