Demography is the most important external factor that will shape the future of tourism. In many developed nations this discussion has centred on the rapidly ageing populations and the impact of this phenomena. Governments and populations are facing changes whether it is increased cost of government pensions, the growth of health care costs, the impact of population growth in cities or the emergence of new family and household structures due to delayed family formulation, declining birth rates and growing divorce rates. The direction and composition of demographic trends will significantly shape the future of society and tourism. But it is not all doom and gloom, for the tourism industry, there is massive opportunity as we enter an era of ageless society where age is undefined. Drawing material from 'Tourism and Demography' a new book by Yeoman et al, Drs Yeoman and Smith address the contribution of the book to the literature on tourism and demography through a series of cognitive maps.