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Active Ageing and Rural Tourism

Active Ageing and Rural Tourism. STRD 2019 – Sustainable Tourism for Rural Development Bergamo - February 15, 2019. Silvio Bonfiglio e-mail: Silvio. Bonfiglio@barco.com. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019.

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Active Ageing and Rural Tourism

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  1. Active Ageing and Rural Tourism STRD 2019 – Sustainable Tourism for Rural Development Bergamo - February 15, 2019 Silvio Bonfiglio e-mail: Silvio. Bonfiglio@barco.com Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  2. A short introduction of ANCeSCAO and AGE Platform Europe ANCeSCAO: an Italian network of associations for social promotion. Its objective: to foster a healthy ageing and to help the senior citizens to avoid loneliness and exclusion. Established in 1990, headquarter in Bologna, present all across Italy with more than 1,400 associated Senior Centers and approx. 400,000 members. ANCeSCAOis a Member of AGE Platform Europe. www.ancescao.it AGE Platform Europe: an European network of non-profit organizations of and for people aged 50+. Its objective: to voice and promote the interests of the 200 million citizens aged 50+ in the European Union and to raise awareness on the issues that concern them most. Established in 2001, headquarter in Brussels. AGE’s vision: an inclusive society for all ages, based on solidarity and cooperation between generations. Guiding principle is: demographic change as an opportunity. www.age-platform.eu Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  3. Europe is becoming older: seniors (60+) will represent 30% of the European population in 2030 Europe world Percentage of population aged 60 years or over by region from 1980 to 2050 Population aged 60 years or over (percentage of the total population) Source: United Nations , 2017 review Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  4. Ageing…a new reality A stereotype image of the elderly: Avoiding stereotypes • Weak • Poor • Isolated • Without inspirations • Easily influenced “Forever Young!” • Seniors now are different from those in the past, luckily many older persons today • are healthier, • have larger discretional income, • have better educational level. “Ageing is not lost youth but a new stage of opportunity and strength” - Betty Friedan - The Fountain of Age Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  5. Ageing…a new reality • The senior tourist’s profile is changed too: • He/she travels more frequently and is a more experienced traveler, • is more flexible with regards to travel times, often preferring to travel in off-peak seasons, • Demands higher quality accommodation and services, • Health issues may influence his/her travel choices but age is not an obstacle to tourism; even older seniors (80+) are interested in tourism activities. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  6. One of the opportunities of the ageing population in Europe: creating a new, growing market for tourism (*) BUT The offer should correspond to the demand THE BIGGEST MISTAKE WE COULD MAKE IS TO CONSIDER THE SENIORS AS A HOMOGENEOUS DEMOGRAPHIC GROUP AND PROPOSE THEM standardIZEDtourist packages. (*) Alén, E., Domínguez, T., & Losada, N. (2012) : “New Opportunities for the Tourism Market: Senior Tourism and Accessible Tourism, Visions for Global Tourism Industry -Creating and Sustaining Competitive Strategies” in Murat Kasimoglu (Ed.) IntechOpen, doi: 10.5772/38092. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  7. “We have to understand desires and senior tourists’ values, what they need for enhancing their wellbeing; all are important factors we have to consider to better design and customize services and therefore get service excellence.” (Garcês, Pocinho, & Jesus:Positive psychology & tourism: a systematic literature review; Tourism & Management Studies, 14(3), 2018, 41-51 DOI: https://doi.org/10.18089/tms.2018.14304; 2018) Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  8. The preferences of seniors with regard to tourism – the outcomes of three surveys (*) A tourism which is • RELATIONAL • PARTICIPATIVE (seniors participating in activities, lifestyles and traditions of rural communities) • EXPERENTIAL and EMOTIONAL • fostering the discovery of the local landscape and culture, • offering new opportunities to learn (*) Surveys realized in 2014 and 2017 by three European projects: ESCAPE Project - Report on Senior Tourists’ needs and demands - 2014 - available on-line (http://www.age-platform.eu/policy-work/news/escape-project-publishes-first-results-older-travellers-preferences; http://www.escape2europe.eu/documents); EUROSEN Project - Needs and requirements of seniors with regard to tourism and analysis of the context (www.eurosen.eu) TourAge Project (www.tourage.eu) Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  9. The preferences of seniors with regard to tourism – the outcomes of three surveys • A tourism capable to respond to specific needs: • Safety measures (including first-aid kits and 24h medical assistance), • Accessibility and support for physical impairments. A thematic tourism where “nature and culture” are the preferred themes for seniors and “rest, silence and experiencing something new represent the most important holiday motivations”. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  10. A big opportunity for rural tourism: some tips A SLOW TOURISM: let seniors enjoy every single moment spent as an unique experience; CONTAMINATION:create opportunities for interaction and exchange with local people; AUTHENTICITY:offer products and services that are not standardized and enhance the features of the visited places (e.g. traditional local food); SUSTAINABILITY:avoid the impact on the local environment and stress the need for a sustainable approach; EMOTION:create memorable moments (soft adventure activities such as horse riding, tours along rural paths, visits to farms or rural production facilities, local handicrafts workshops, visits to rural markets or events, etc.). QUALITY: establish quality management as an important tool to understand and meet senior travelers’ needs and requirements. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  11. The values of the rural tourism for the seniors: • Cultural exchanges and interaction with local people, Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  12. The values of the rural tourism offer to the seniors: • meet people and interact with them • Kitchen lessons as a way to understand the agricultural and familiar world • Danceand song lesson, • Discovery of the original and quality handicrafts • ….. • and much more: Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  13. The values of the rural tourism for the seniors: • a genuine taste of the local habits, traditions, food Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  14. The values of the rural tourism offer to the seniors: • Rest, silence, scenery, a pollution free environment , a way to escape routine Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  15. The values of the rural tourism for the seniors: • Rural tourism: an unforgettable experience to share with the family …. An offer matching the desires of both grandparents and grandchildren Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  16. The values of the rural tourism offer to the seniors: • Promoting active and healthy ageing “Active tourism and contact with nature as a strategy for improving the quality of life and a therapy for specific age-related diseases…. A new way of understanding tourism, implying a tight collaboration between farmers, professionals in geriatrics, tourism professionals and the whole local population and a coordination of therapeutic activities, leisure and culture”. (*) There is a link – evidenced by recent researches – between tourism participation and satisfaction with life, self-perceived health (physical and mental) and autonomy (Garcés et al. – 2015). (*) European Innovation Partnership on Active and Health Ageing (EIP on AHA) - Action Group D4 (Age friendly buildings, cities and environments) Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  17. The therapeutic effect of the nature Nature could represent a source of health and wellness for seniors; “nature can be the best of therapies”. Promoting health also through an emotional and participative experience: «the rural nostalgia»: the recovery of a previous life experience, the reminiscence of childhood memories at rural places. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  18. Rural tourism and health Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  19. An unforgettable experience …. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  20. An unforgettable experience …. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  21. An unforgettable experience …. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  22. An unforgettable experience …. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  23. An unforgettable experience …. Active Ageing and Rural Tourism - STRD 2019 – Sustainable Tourism for Rural Development – February 15, 2019

  24. T h a n k s !! February 15, 2019

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