A time of generational change: will Norfolk Island's tourism industry be ready?

Abstract

Over the next decade the older travel market will experience a generational shift as the pre-war generation is replaced by the baby-boomer generation. For destinations like Norfolk Island that have built a substantial market segment based on the older tourist this generation shift will have significant implications. Aside from changes in the type of products and experiences offered by the Island’s tourism industry the increased size of the baby-boomer generation offers several directions for future destination growth, one based on increased numbers the other focusing on increased yield. This paper examines these issues and discusses the need to recognise the needs of the baby-boomer traveller and the issue of yield versus increased overall visitation numbers.