Development of the tourism sector in Lithuania: a focus on the 50+ sector

ENWith the looming fact of aging population, market for seniors must use adaptation strategies to off er products and services. Th e tourism market is not an exception in Lithuania. Th e paper aims at disclosing the SWOT analysis for potential seniors’ tourism development in Lithuania. Th e authors defi ne the following tasks for research following the research logic: 1) to present the growing tendency of aging society, taking the example of most developed countries, such the USA, Australia, the UK, Italy, Germany and Japan; 2) to defi ne the senior traveller and his/her major types and main characteristics; 3) to outline the criteria with the SWOT analysis tool for the major internal and external developments of the 50+ market in Lithuanian tourism.