The entertainment sector, which also includes the revival of tourism after the pandemic, is growing, and it is not only the privilege of the younger generation. Changing attitudes towards the transformation of tourism itself and the segmentation of travel are making travel an attractive part of life at any age. This is what we talked about on the 2nd of May during the eSilver Tour multiplier event "Tourism Marketing. How to attract mature travelers?" organized by Tec-Park Kaunas.

"In today's society, people are forced to be active for longer. Forced to work. Global trends show that those over 60 have enough money, but the desire to travel depends on how priorities are set. Note that silver travelers do not respond to marketing to seniors. They simply prefer advertising for all age groups. It is better to use images that reflect that they are in the midst of life," says Darius Vilkanecas, a tourism industry expert and guide who presented the trends.

Vaiva Kelmelytė and Irma Bagdonienė, project experts at Tech-Park Kaunas and representatives of ESilverTour in Lithuania, presented the b-learning platform for those who work in the tourism sector and want to learn more about the target audience of silver tourism and their needs. "The need for this is dictated by the market itself. Lithuania is one of the fastest aging societies. According to the Department of Statistics, there are more than 841,000 people over 60 in the country. Although not everyone wants to travel and travels, we are all facing a wave of silver tourism demand, for which we need to prepare now and use technology to make the travel experience even more attractive," says V. Kelmelytė.

Saulius Kromalcas, Strategic Marketing Auditor, Head of Study Programmes at SMK University of Applied Sciences, presented what tactics to use on social networking platforms and how senior browsers feel when looking for useful information. Regina Navickienė, an owner of a travel agency and tour operator, presented a portrait of older travelers based on a survey conducted last year in Lithuania. Note that silver travelers do not respond to marketing to seniors. Note that silver travelers do not respond to marketing to seniors. They simply prefer advertising for all age groups. It is best to use images that reflect that they are in the midst of life," says Darius Vilkanecas, a tourism industry expert and guide who presented the trends.

Vaiva Kelmelytė and Irma Bagdonienė, project experts at Tech-Park Kaunas and representatives of ESilverTour in Lithuania, presented a new platform for those who work in the tourism sector and want to learn more about the target audience of silver tourism and their needs. "The need for this is dictated by the market itself. Lithuania is one of the fastest aging societies. According to the Department of Statistics, there are more than 841,000 people over 60 in the country. Although not everyone wants to travel and travels, we are all facing a wave of silver tourism demand, for which we need to prepare now and use technology to make the travel experience even more attractive," says V. Kelmelytė.
Saulius Kromalcas, Strategic Marketing Auditor, Head of Study Programmes at SMK Graduate School, presented what tactics to use on social networking platforms and how mature browsers feel when looking for useful information.

"Regina Navickienė, CEO of Our Odyssey and tour operator, presented a portrait of older travelers based on a survey conducted last year in Lithuania. The study showed that older travelers really want to travel and are open to offers, which once again confirmed the importance of getting to know this market segment.