Travellers, particularly Australians, really never cease to amaze me. While thankfully, the vast majority will heed official government warnings to steer clear of geopolitical issues in certain parts of the world, this won’t stop them venturing to countries nearby in search of culture and community.
I learned recently while chatting to Explore Worldwide Product Director, Rachael Stone, that northern and western Africa, particularly Algeria and Ghana, were two destinations seeing major growth in terms of visitor numbers, especially from Australia and New Zealand. I’ll admit those two countries were not the first to my mind if I was asked where people are taking their holidays – although both sound intoxicatingly alluring and interesting.
What struck me most in our conversation was just how confidently the over-50s and over-60s market is rewriting the travel rulebook. As Stone put it, “our average age is 62.”
Let that sink in. Sixty-two. Not exactly the demographic many operators once associated with walking pilgrimages or exploratory trips into lesser-visited corners of Africa.
And yet here we are.
According to Stone, “’Cool-cations’ are proving to be really popular, where travellers are trying to escape the heat of Sydney, for example, in favour of fresh air, milder climates and unique destinations.” She cited Scandinavia, Iceland, Finland, Sweden as cooler climates which are booming. Bookings to Iceland are up 111% in the last 12 weeks, she added.
That’s not a gentle uptick; that’s a surge.
There’s a fantastic irony here. Australians, accustomed to living in one of the sunniest countries on Earth, are booking holidays in massive numbers to places where the temperature barely nudges the mid-twenties for much of the year. Stone made the point that these northern destinations are “great to go to in the summer [as] they’re never really getting too much beyond the mid-twenties.” For many over-50s travellers, that’s got to be a sweet spot: culture without heatstroke.
But climate is only part of the story.
Off-peak travel, in my view, is one of travel’s most interesting behavioural shifts. While peak periods will always be peak periods, swathes of travellers have heard and are heeding the call of overtourism, are moving their holidays to quieter times of the year and are reaping the benefits.
Stone revealed that “last year, 69% of our Australia and New Zealand customers travelled outside the peak season, so that’s a 10% increase year on year.” That tells me this is moving rapidly from a fringe movement to becoming mainstream. She’s candid that summer in Europe will always be busy, but more people are deliberately choosing May, June, September and October.
Why? Fewer crowds. Better value. More authentic experiences. And less exhaustion.
Then there’s Algeria. And Ghana. Forgive the Gen X acronym but WTF!
I never expected Algeria to sit comfortably in any company’s top-selling list. Smartraveller currently lists Algeria in its warning hierarchy as ‘Exercise a high degree of caution’ but much of its outer regions are listed as ‘Do Not Travel’. But now I think about it, with its capital of Algiers sitting right on the northern coast and just across the Mediterranean Sea from Europe, why wouldn’t people want to go there?
There is clearly something magnetic about Algeria, and Algiers – a city that seems to hover between continents and centuries. The cityscape consists of a sweep of whitewashed buildings and Ottoman-era facades, with a maze of alleyways rich with story and soul.
My quick look into Algeria opened my eyes to vast Saharan landscapes, Roman ruins available in near solitude, and a culture defined by warmth. Tourism is clearly still a genuine exchange rather than a transaction, with traditions proudly shared and history lived in the open air. Travellers are finding depth, authenticity and the thrill of discovering somewhere not yet overrun.
Stone is clear about the appeal: One recent group visited a major Roman site and “they only saw a couple of other tourists there.” Compare that to the packed amphitheatres of Venice and Greece and you start to understand the draw.
Safety, of course, remains front of mind. Stone believes travellers are “more drawn to these types of trips when they’re travelling with a small group and have the local expertise of a tour leader.” It’s not reckless adventurism; it’s calculated curiosity. People want to go somewhere “a little bit more alternative but done in a safer group environment.”
West Africa is also gaining traction. When I pressed Stone on the appeal of a region often associated with instability and civil war, she didn’t hesitate: “It’s the people. The culture and the people. It’s one of the warmest parts of the world that you’ll ever go to.” That warmth – genuine engagement, not just sunshine – seems to be the through-line across these emerging destinations.
Perhaps the biggest myth being dismantled is the idea that travellers over 60 want sedate bus tours and early nights. Stone was emphatic to shoot that notion down.
“The over 60s market is more adventurous. They’re looking for new ways to travel, they’re open to new experiences.” In fact, “most people who are booking walking and cycling trips are in their 60s.
“And they’re often fitter than people in their 40s.”
Of course, not everyone wants to tackle the Inca Trail or the 800 kilometres of the Camino de Santiago and Explore Worldwide’s strategy reflects that nuance. They’ve introduced an upgraded range designed for those 60 and above, with authentic experiences, premium accommodation and “a slightly slower pace.”.
That said, longer trips are also on the rise. Stone referenced the concept of the “radical sabbatical or micro retirement,” noting “we’ve had a 19% growth in customers booking trips longer than eight days in the last year.” For a generation that may have skipped the gap year in their twenties, this feels like a reclaiming of time.
And then there are special events. Eclipse tours, for instance, are selling at extraordinary rates.
“Our trips to 2026 sold out, and we’re 85% sold for our 2027 trips already.” That tells me today’s mature traveller isn’t just ticking destinations off a list; they’re chasing moments, stories, experiences that elevate a trip from pleasant to unforgettable.
What I take from all of this is simple. It’s further evidence of what we already know – the over-50s and over-60s market is not winding down. It’s gearing up. It’s strategic, adventurous, climate-savvy and increasingly confident. These travellers are well-travelled already. They’ve done the mainstream. Now they want the meaningful.
And if that means Roman ruins in Algeria, walking pilgrimages in Portugal, or chasing an eclipse across North Africa, so be it.