This demographic shift brings new demands for the tourism sector, which must adapt to a growing market of older travellers. In fact, as early as 2013, 47% of Europeans over 65 (76 million people) were already travelling, and by 2030, the number of tourists over 60 is expected to reach around 140 million. 

In response to this trend, Spain launched the Programa de Turismo del Imserso in 1985, an initiative promoted by the Instituto de Mayores y Servicios Sociales (Imserso), the country’s social security agency. 

The programme targets retirees and Spanish citizens aged 55 and over—including those living abroad and returnee migrants—offering, upon application and approval, organised trips at subsidised rates throughout Spain and, in some cases, abroad. 

The initiative promotes autonomy and physical-mental wellbeing among seniors, offering cultural and recreational activities designed to counter social issues such as loneliness and isolation, while making tourism more accessible and inclusive. 

Available packages include transport, accommodation, basic healthcare, and a wide range of cultural and leisure activities—all at affordable prices. 

One notable benefit is its impact on low-season tourism flows. A case in point is Ibiza, where between October 2022 and April 2023, the arrival of 24,500 tourists through the Imserso programme generated an economic impact of €15.4 million, sustaining 289 direct jobs across six hotels and supporting additional indirect employment in local food service and hospitality sectors. 

In the area of thermal tourism, Imserso has allocated €34 million to fund 190,513 stays across 84 wellness centres nationwide. The programme encourages active ageing and generates an estimated economic value of over €114 million annually. 

At Twissen, we observe that beyond the personal benefits for participants, the Imserso Programme acts as a strong catalyst for Spain’s tourism economy, especially during the off-season. It helps to reduce tourism seasonality and ensures employment and income stability for thousands of workers in the hospitality, food service, transportation, travel agency and leisure sectors. 

This social policy thus becomes an economic strategy, supporting the local productive fabric and contributing to the balanced development of less-visited tourist areas. 

Giorgia Sartorato

L'articolo Imserso represents Spain’s leading example of best practice in silver tourism proviene da Twissen.

However, these are not the only countries that have chosen to invest in the film industry as a means of boosting tourism. Georgia, for example, has implemented strategic investments aimed at attracting film crews, capitalizing on the economic advantages tied to air travel and tourism. 

More recently, countries such as India and the Philippines have been working on policies to support the film and audiovisual sectors, with the goal of promoting their territories through the universal language of cinema. 

In particular, the Department of Tourism of Goa (India) is actively working to attract film and audiovisual productions from South Korea. A strategy has been developed to expand direct international air connectivity and to launch a digital app to guide transport services—aimed at encouraging new flows of South Korean tourists. 

Additional actions include: 

• Inviting South Korean travelers and filmmakers to the International Film Festival of India (IFFI) in Goa 
• Organizing roadshows in South Korea to strengthen tourism ties 
• Sharing promotional and marketing materials with local stakeholders 

The Philippines is also moving in this direction with a major initiative inviting filmmakers from around the world to discover local talent, incentives, and diverse filming locations. 

This initiative was launched during the Manila International Film Festival (MIFF) as part of the project “Expanding the Bridge”, aimed at revitalizing the Philippine film industry and rekindling its ties with Hollywood. Supporting this effort, the government has passed legislation offering tax breaks and incentives to international productions that choose to film in the Philippines in collaboration with local companies. 

At Twissen, we observe that film-induced tourism is poised to grow, involving an increasing number of destinations. Well-structured policies to support the audiovisual and cinematic sectors could prove to be highly effective tools in promoting territories through films, TV series, and beyond. 

Giorgia Sartorato

L'articolo Film-Induced Tourism: Cinema as a Strategic Lever for Destination proviene da Twissen.

A study (GBTA Business Travel Industry Outlook Poll) identifies three distinct scenarios based on how key factors interact, outlining potential developments and challenges for the sector in the coming decades. 

Baseline Scenario 

This scenario foresees moderate growth in business travel, with companies prioritizing essential trips while leveraging technology to optimize remote interactions. 

Sustainability will play a crucial role, with direct flights, fuel-efficient aircraft, eco-friendly destinations, and green convention hubs. Automation and AI will streamline travel management, while virtual reality (VR) adoption will be gradual. Travel to emerging markets will increase, supported by remote work solutions. 

Growth Scenario 

In this scenario, business travel will expand significantly, with 22% of the global workforce engaged in travel. Companies will prioritize sustainability, adopting Sustainable Aviation Fuel (SAF) and direct flights. Technologies such as AI, VR, and automation will enhance the travel experience. Emerging markets, particularly in Africa and Asia, will drive growth, while geopolitical stability will encourage greater international cooperation. 

Decline Scenario 

Here, business travel growth will be limited, with companies focusing only on essential trips. The adoption of SAF will progress slowly, and automation and other technologies will reduce the need for administrative and maintenance-related travel. An aging population and the rise of remote work will lead to fewer trips. Geopolitical uncertainties and restrictive regulations will increase the cost of international travel. 

Strategic Adaptation for the Future 

Given these three possible scenarios, it is imperative for companies to develop flexible, forward-thinking strategies to navigate the future of business travel. 

Industry leaders must maintain a long-term vision, plan their activities strategically, adopt a flexible approach, and foster innovation to anticipate and adapt to sector changes—regardless of which scenario unfolds. 

Key Actions Identified by GBTA:

• Data Collection, Analysis, and Management: Leverage AI to gather and analyze travel data, optimizing corporate policies. 

• Strategic Partnerships: Strengthen collaboration between travel service providers and companies to ensure integrated and flexible solutions. 

• Employee Well-being and Safety: Implement flexible travel policies, offering wellness programs and psychological support for travelers. 

• Technology Development: Invest in AI, automation, virtual, and augmented reality to enhance the traveler experience and improve efficiency. 

• Sustainability Initiatives: Adopt eco-friendly policies, from selecting sustainable suppliers to reducing emissions, to stay competitive and environmentally responsible. 

At Twissen, we observe that, regardless of which scenario materializes, sustainability remains a core priority, shaping strategic considerations around competitiveness, innovation, and—most importantly—planetary well-being. 

Giorgia Sartorato

L'articolo Business Travel: Trend Analysis and Future Forecast Pt.2 proviene da Twissen.

The report highlights key trends: 

 Sustainability as a new priority 

• Companies are integrating sustainable travel policies, favoring eco-friendly destinations like Amsterdam and Copenhagen.
• Sustainable aviation fuels (SAF) and environmental impact scores will influence corporate bookings.
• Rail and electric transport are increasingly replacing short-haul flights, as seen in France. 

Technology as an alternative to physical travel 

• AI, virtual reality, and blockchain are transforming travel management.
• Virtual meeting platforms like Google and Logitech enhance remote collaboration, reducing the need for business trips. 
• The adoption of electric aircraft and autonomous vehicles could cut travel time and costs. 

Evolution of work models 

• Companies are revising travel strategies to align with new work trends.
• Corporate retreats and team-building events are becoming more frequent, while training trips are concentrated in centers of excellence.
• The trend is shifting towards fewer but more targeted and extended business trips. 

The influence of geopolitical and demographic dynamics 

• Expansion into emerging markets in Asia and Africa will drive an increase in business travel.
• An aging population in developed countries may lead to fewer corporate trips.
• Companies may limit travel to high-risk areas, instead prioritizing the hiring of local talent. 

At Twissen, we observe business travel is rapidly evolving under the influence of sustainability and technological innovation. Companies must balance reducing their environmental impact while maintaining global connections. The future of the industry will depend on the ability to integrate sustainable and technological solutions to ensure efficiency and productivity.  

Giorgia Sartorato

L'articolo Business Travel: Trend Analysis and Future Forecasts proviene da Twissen.