The university project that aimed to develop a tourist attraction of the Jonkoping region, Sweden. Collaboration of Jonkoping International Business School and Jonkoping Commune

1. A SUGGESTION TO
IMPROVE SENIOR
TOURISM SEGMENT IN
JONKOPING
Class presentation
IBC2010

2. Agenda
Introducing Senior Tourism
Why Senior Tourism
Proposed Business Concept
Forecast and future steps
Summary

3. Senior Tourists
• More flexible
with regards to
Age Group
travel times
65+ • Experienced
• Demand higher
quality services Travelers
• Less likely to be • More time to
influenced by spend on travel
‘frills’ and extra and leisure
amenities • Travel is often a
• Quite affected lifestyle priority
by Health issues • More savings and
assets and fewer
financial
commitment

4. Why Seniors Travel?
Health
care
Improve New
self cultural
esteem experience
Family
Visits
Fun

5. Current Picture
Local Seniors Senior
Tourists
Population of Normally stay for
22,598 a day or two
Enjoying special Attracted by Indication that
privileges such as hotels special Senior Tourism is
discounts and offers not fully
special offers addressed
Many of them
pass without
seeing the city!

6. Why Senior Tourism?
A rising
segment in the •Improved health conditions
21st century •Improved economic conditions
•Increase in number as populations age
A segment that
can fill off
season demand •Flexible travel time
•Less commitments after retirement

7. Why in Jonkoping?
Central
Location •The E4 highway pass through
the city
Available •The city is
Infrastructure age friendly
Potential •Natural attractions
Attractions •Interesting museums
•Industrial attractions

9. Wellness and Recreation Village
History and
Culture
Lodging Entertainment
• Granna/ Visingso - and Sports
Gränna
Bluesgrassfestivalen • Food • Active participation
tourist attractions • Accommodation in golf/tennis/winter
• Visiting galleries and • Tourist information sports/ club games/
museums • SPA and relaxing chess/ playing cards/
• Attending to board games,
theatre/concerts/operas • Spectators to sport
• Eating/preparing food events
distinctive to Sweden • Dancing/Morning
and Jonkoping work-out
• Free talks and meetings • Other outdoor
with the local tourists activities

10. Why is it important?
•Reinforcement of national values or
Culture and identity
History •Quality art experience not found
elsewhere
Entertainment
and sports •Excitement not found in everyday life
•Togetherness

11. Hospitality and package offers
- Accommodation
- Meals
Tourist information about
travel opportunities
- Relaxing areas
- Entertainment
All-Inclusive programs
All-Inclusive + trips
Travelling + all
Inclusive + Trips

12. Networking Operations
Locals Jonkoping
Commune
Other Cities
Communes
Local
Airport
Wellness and
recreation
Local village
sport
clubs Local cultural
organizations
Local Travel
businesses agencies

13. Forecast &
Future steps

14. Positive effects
Senior life style
improvement
Senior respect and
social inclusion
A more
improvement
popular
Jonkoping
Improved transportation
Senior civic
•More bus connections
participation
•Improved airport traffic improvement

15. Predictions for senior population
In 1950 all European countries had an elderly population age 65
and above of some 45 million; in 1995 the population age 65+ had
already more than doubled to 101 million; by 2050 Europe will have
173 million people age 65 and above

16. Europe Forecast: Population by age groups 65+, 1950-2050
*Data: European Rural Development (ERD), 2002
Europe
1950 1970 1995 2025 2050
Number in
44,981 68,642 101,338 147,524 172,985
total population
In % of total
8,2 10,5 13,9 21 27,6
population
Northern
Europe
Number in total
8,045 10,957 14,485 20,459 22,756
population
in % of total
10,3 12,5 15,5 21,3 25,1
population

17. Population by age groups 65+, in % of total
population,1950-2050
30
25
Percentage %
20 Europé
15 Northern
Europé
10
5
0
1950 1970 1995 2025 2050

18. Summary
Senior travel will grow in importance
Increased senior travel is an opportunity for Jonkoping
to become a key travel destination.
It is important to develop this tourism segment in
Jonkoping
The proposed wellness and recreation center provides
good grounds for developing senior tourism segment.
Packaging and networking strategies are required for an
improved senior travel experience.

19. THANK YOU