A new wave of older social media influencers is transforming the tourism industry, with research showing their growing influence on global travel trends and consumer behaviour.
Dr Rashid Saeed from The University of Queensland’s Business School said so-called “granfluencers”—influencers aged over 60—are emerging as powerful voices in the travel sector. Their reach extends to one of tourism’s most influential customer groups: older travellers, who are increasingly shaping the direction of the industry.
“These influencers are relatable, trusted, and authentic,” Dr Saeed said. “They connect with audiences who have both the financial confidence and the desire for meaningful, experience-driven travel. Their content often focuses on culture, connection, and personal growth rather than luxury or status, which resonates deeply with their followers.”
The research highlights that older travellers are among the most financially secure and adventurous demographics in the market. Many are retirees or semi-retirees with the time, resources, and motivation to explore the world. Unlike younger travellers, they often seek experiences that offer emotional fulfilment, cultural immersion, and opportunities to give back to local communities.
Granfluencers are tapping into this mindset by sharing authentic stories of discovery, resilience, and joy. Their posts often feature slow travel, heritage tours, wellness retreats, and intergenerational adventures—showcasing that travel after 60 can be vibrant, purposeful, and inspiring.
“Granfluencers are not just promoting destinations; they’re redefining what it means to age well,” Dr Saeed said. “They challenge stereotypes about older people being passive or disengaged. Instead, they show that later life can be a time of exploration, creativity, and connection.”
Tourism operators are beginning to take notice. Travel brands and destination marketers are increasingly partnering with granfluencers to reach mature audiences in more authentic ways. Campaigns featuring older influencers have been shown to generate higher engagement rates among older consumers, who value credibility and lived experience over aspirational imagery.
Industry experts believe this trend marks a broader shift toward inclusivity and diversity in tourism marketing. As the global population ages, the demand for travel experiences that cater to older generations is expected to grow significantly.
“Granfluencers are leading a cultural change,” Dr Saeed said. “They’re proving that travel is not defined by age, but by curiosity and the willingness to embrace new experiences.”
With their growing online presence and loyal followings, granfluencers are poised to remain a driving force in shaping how the world sees travel, ageing, and adventure in the years ahead.
The research is published in Tourism Management.
