The presented project consists in a strategic development of Portugal as a Touristic Destination which major goal is to understand how can Portugal become a major player in senior tourism, as segment of the population that already represents both in volume and value the most attractive travel segment. With the increasing ageing of the world’s population, seniors are pointed out to become the most valuable consumer segment. These have increasing available time to travel and they have the disposable income to spend in travel experiences as a primary motivation. This being said, the goal is to develop a strategy targeted not only to those who may be already considered seniors, but also to the other generations namely Baby-Boomers and members of Generation X that will become seniors in a 10 to 20 year period. In order to do it effectively, this strategy must take into account the need to create an emotional relationship with those consumers, while our touristic offer must be developed and continuously adapted to their evolution in terms of needs and travel behaviours. Keywords: Tourism, Generational Travellers, Branding Destination, Travel Behaviours

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Tourism