Silver tourism has been rapidly growing in Europe, with the percentage of travellers over the age of 65 expected to increase from 15 percent in 2010 to 25 percent in 2020 and 35 percent in 2050. While many European countries have adjusted their tourism product to the needs of senior citizens, Greece and Italy are lagging behind in offering specialized services for silver tourists, while tour operators have not developed products for senior travellers.
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