ABSTRACT
This chapter examines how to encourage an ageing demographic to fully participate in a civil society rather than become a marginalised and isolated social group. We argue that normalising ageing as a positive construct is vital to making the visitor economy accessible for all. We examine the normalisation principle and its rationale in relation to civil service organisations promoting more positive experiences of ageing, derived from an international survey of these bodies. We also examine accessibility as a concept and its implications for the visitor economy, introducing the concept of universal design and the role of the visitor economy in visitor well-being, together with the role of industry bodies in promoting these agendas. We conclude with an assessment of the policies and practices that are needed to develop a stronger age-friendly visitor economy.
