Over the past decade, the population of the European Union, aged 65 and over, has grown by nearly three percentage points, now accounting for more than 21% of the total.

This demographic shift is driving new trends in tourism. With more free time, financial stability, and a strong desire to keep exploring the world, baby boomers continue to travel, showing a growing interest in visiting destinations outside peak season, contributing to the sector’s seasonality adjustment.

In this context TUI Musement analysed the reviews of experiences booked by senior travellers to identify the European destinations that best match their preferences.

1. Lárnaca, Cyprus

With an average rating of 8.76, this popular coastal town tops the ranking. In addition to its cultural heritage and the vibrant Foinikoudes promenade, excursions to the Troodos Mountains and the traditional villages of Lefkara and Fikardou are among this generation’s favourite activities.

Recommended experience:

Tour of the Troodos Mountain Villages

2. Skiathos, Greece

Known for its lively nightlife, this gem of the Sporades archipelago also attracts mature travellers, according to TUI Musement's analysis. Island-hopping cruises, with stops in charming Skopelos—famous for the filming of Mamma Mia!—are particularly popular among senior travellers.

Recommended experience:

Island-Hopping Cruise

3. Madeira, Portugal

With its mild climate, stunning landscapes, and relaxed atmosphere, Madeira is an ideal destination for this generation. Highlights include breathtaking views from Cabo Girão and Pico do Areeiro, the tropical gardens of Monte Palace, and walks along the island’s famous levadas.

Recommended experience:

Eastern Madeira Tour

4. Kefalonia, Greece

This Ionian island offers a variety of excursions to its top attractions, such as Melissani Cave, the famous Myrtos Beach, and the picturesque village of Fiskardo. For Greek mythology enthusiasts, a visit to Ithaca is a must.

Recommended experience:

Kefalonia Tour with Melissani Lake Visit

5. Sorrento, Italy

Overlooking the Gulf of Naples with a beautiful historic centre, this southern Italian gem is a favourite among travellers over 65. Its prime location makes it the perfect base for exploring the Amalfi Coast, the renowned island of Capri, and the archaeological sites of Pompeii and Herculaneum.

Recommended experience:

Amalfi Coast Tour

6. La Palma, Spain

With its relaxed pace of life and pleasant year-round climate, the “Isla Bonita” is an ideal destination during shoulder and low seasons, the preferred travel periods for baby boomers. Astronomy enthusiasts can admire the starry sky from Roque de los Muchachos, La Palma’s highest point. The Caldera de Taburiente National Park and the charming village of San Andrés are also must-visit spots.

Recommended experience:

Northern La Palma Tour with Roque de los Muchachos Visit

7. Menorca, Spain

Often considered the most tranquil of the Balearic Islands, Menorca is perfect for those seeking relaxation, culture, nature, and stunning beaches. Senior travellers can enjoy leisurely strolls through Mahón and Ciutadella, take in the views from Monte Toro, or explore the island’s prehistoric Talayotic sites. Coastal cruises are also highly popular.

Recommended experience:

Ciutadella Walk and Casa Olivar Visit