Preparing for Baby Boomers as an Agri-tourism Market

Abstract

Preparing for the Boom: Baby Boomers and Beyond as a Tourism MarketThe tsunami of baby boomers has led to an increase in people over the age of 60 traveling, and venturing to rural and agri-tourism environments or settings. According to the Bureau of the Census, we have more people over the age of 60 than at any time in history. Coupled with this new trend, is an increase in the number of travelers with disabilities or mobility impairments, who have comfortably traveled domestically through accommodations, afforded through the Americans' with Disabilities Act. According to the Administration on Aging, by the year 2030, we can expect that 30% of our population in the United States will be 65 or older. Baby boomers have more disposable income today than any previous generation, and expect to travel to unique sites, especially agri-based tourism. While baby boomers are living longer than people roughly 20 years their senior, they are not necessarily healthier. In addition, this group is more likely to be more obese than the previous generation of similar age, and have more incidences of diabetes, high blood pressure, emphysema or heart conditions [1]. These health care needs in tandem with increased disposable income will need to be considered by tourism operators when planning tours to meet the needs of this target group, especially when planning for people within the agri-tourism industry. This paper will address the needs of baby boomers and how the tourism and hospitality industries can prepare for this aging tsunami that will want to access agri-tourism opportunities, examines the tourism and travel industry from the lens of the agri-based host sites, and will discuss strategies to address the comfort and needs of this emerging consumer group. Agri-tourismAgri-tourism involves attracting paying visitors to farm tours, harvest festivals and hospitality services such as bed and breakfast, petting zoos and other attractions [2]. Agri-tourists can choose from a wide range of activities that include picking fruits and vegetables, riding horses, tasting honey, learning about wines, learning about and experiencing cheese making, or shopping in farm gift shops and enjoying hand crafted gifts. Agri-tourism has been increasing over the last ten year and is one of the fastest growing segments in the travel industry. Activities related to the agri-tourism industry include visits to working farms, ranches, wineries, and agricultural industries [3] and destinations offer a variety of entertainments, education, recreation, outdoor adventures, shopping and dining experiences. The agritourism is growing by leaps and bounds because people want new experiences and the opportunity to escape from the stress of traffic jams etc., and "get back to nature". Parents aspire to have their children understand how food is grown, and that milk actually comes from cows and not cartons. Families enjoy a drive to the country and spending the day together, especially during these times [3]. Often these family experiences include a multi-genera...