ABSTRACT
This chapter sets out to examine how the visitor economy may need to embrace a significantly more age-friendly approach to leisure in its broadest sense. What this chapter will show, based on our experience and research evidence, is that a transformation towards an age-friendly visitor economy needs a helping hand, and we will demonstrate from both a theoretical and applied perspective how that help can be taken forward. The chapter commences with a discussion of change within a business context and how to utilise a knowledge management approach by including best practice and communities of practice (CoPs) to create the momentum for change. The example of one such CoP is introduced in relation to dementia to illustrate the types of tools and techniques that businesses, trade associations and tourism organisations can use to drive forward change beyond the confines of academia into application and practice.
