Business and third sector organisations, ageing and the silver visitor economy: An untapped opportunity?

Ageing populations have emerged as a global problem for governments and societies [1,2]. Few studies have moved from a largely negative narrative focused on the 'ageing problem' [3] to a more positive framing of older people as participants within the economy with consumer demands that offer significant opportunities for businesses, including the visitor economy [4]. Instead, much of the health-focused research, emanating from interdisciplinary studies in gerontology [5], views ageing as a constraining influence on human behaviour.