Dainora Grundey

Mykolas Romeris University

dainora.grundey@mruni.eu

Gabriele Vilutyte

Kaunas Faculty of Humanities,

Vilnius University

gabriele.vilutyte@gmail.com

Development of the Tourism Sector in Lithuania:

a Focus on the 50+ Sector

Abstract: With the looming fact of aging population, market for seniors must use adaptation strategies to offer products and services. The tourism market is not an exception in Lithuania. The paper aims at disclosing the SWOT analysis for potential seniors’ tourism development in Lithuania. The authors define the following tasks for research following the research logic: 1) to present the growing tendency of aging society, taking the example of most developed countries, such the USA, Australia, the UK, Italy, Germany and Japan; 2) to define the senior traveller and his/her major types and main characteristics; 3) to outline the criteria with the SWOT analysis tool for the major internal and external developments of the 50+ market in Lithuanian tourism.

Keywords: seniors’ market, tourism, Lithuania.

JEL classifi cation: J14, L83, P2.