More and more elderly people are visiting New Zealand and Tourism New Zealand says the industry should be awake to the opportunities.
Noting preferences of the "over 50s" for cultural-style activities, the organisation urged everybody to "respect thine elders" - and recommended that providers of such tourism learn to work closelywith tour operators to "reap the benefits."
The proportion of travellers to New Zealand over 50 had increased by nearly 20 per cent in the past 10 years, Tourism NZ said in its latest newsletter.
With seniors known to be particularly interested in cultural attractions and activities, it was forecast that the ageing population would have positive spinoffs.
Senior arrivals to New Zealand had risen from 27 per cent of all arrivals in 1990 to 32 per cent in 2000.
"If senior arrivals continue to increase at this rate, it is foreseeable that they could comprise 35 per cent of all arrivals to New Zealand by 2005," Tourism NZ said.
In the year ended to June, 43 per cent of all international visitors who participated in cultural activities were aged over 50.
Activities included vineyard tours, visits to historic buildings and sites, museums and art galleries, and attending theatre or shows.
Maori-organised activities attracted an even higher proportion of seniors - 46 per cent were aged 50 and over.
Most interested of all were seniors from North America (almost two-thirds were over 50), Japan and South Korea (more than half).
Seniors of these nationalities were also high users of coach tours, "suggesting that cultural tourism and coach tour operators who work together will reap the benefits."
