Poole Tourism

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The National Coastal Tourism Academy (NCTA) has identified the over 55 so-called empty nesters as a key group to drive off-peak tourism on the coast, according to their latest research.

The over 55 age group will be the largest sector of the population by 2024, numbering more than 22 million. The NCTA’s survey of 1,800 adults aged 55 to 75 reveals that half of this group believes the English coast to be as wild and beautiful as any other coastline in the world. 65 percent of empty nesters visit the seaside to walk or hike and 59 percent to see wildlife and nature. Three quarters of this group travel with a partner.

“In the past ten years there has been a steady increase in the proportion of over 55s in paid work; in 2015, 56 percent were still employed. This group is generally better off than the generation below, both in terms of salaries and investments. Furthermore, they’re happy to travel out of school holidays – 72 percent avoid July and August - making them an ideal audience for coastal breaks,” said NCTA director Samantha Richardson.

“This new report looks at the reasons empty nesters visit the coast, their perceptions and activities and how they plan their trip – use of social media, for example, has risen significantly, with 72 percent of those aged 55 to 64 now using the internet on a daily basis.
“However more needs to be done to attract this group.  While half of the empty nesters surveyed believed the English coastline to be as good as any other in the world, only one third believes individual destinations have something unique to offer them and few think they’re becoming more appealing.”

Go to the NCTA website for the full report: