Meet the Ageless Adventuress, an untapped market driving exponential growth in the tourism industry
The 50+ women travel market will more than double from US$245 billion in 2025 to US$519 billion by 2035 in the U.S. and Canada, according to a new study published by JourneyWoman in partnership with Intrepid Travel, Collette and Aurora Expeditions.
Findings from the “Invisible No More: The Ageless Adventuress” report revealed that the women 50+ travel market in North America is estimated to represent more than 37 million women. Notably, 54 per cent of all Canadian travellers are women, and more than half of them are over the age of 55.
“For years, the travel industry has been focused on younger travellers, virtually ignoring the demographic trends that make older women so vital to the long-term sustainability of travel,” shared JourneyWoman’s CEO Carolyn Ray. “With billions in buying power and a passion for adventure, the ‘Ageless Adventuress’ embraces her age and wisdom as superpowers. Women over 50 are living longer, healthier and more active lives, with travel as an integrated part of their lifestyle to learn, build connections and expand their worldview. They are no longer the industry’s afterthought—they are its future.”
To highlight some of the research findings and delve deeper into the huge potential of the market of 50+ travellers, Intrepid Travel recently held an event at its Toronto headquarters featuring Canadian author Joyce Perrin, a globe-trotting 88-year-old whose solo travel pursuits across all seven continents are featured in her memoir Ants In My Pants; Intrepid’s Tara McCallum, head of marketing for North America and Hala Benkhaldoun, general manager for Morocco, in a panel discussion with Ray.
“We know that women over 50 make 98 per cent of the travel decisions in their homes,” Ray noted. “This is a very, very powerful market.”
A key takeaway was that women travellers over the age of 50 are not married, with only 24 per cent of the demographic identifying as married. In North America, 30 per cent of women in this age group are now divorced or separated, 19 per cent are widowed, and 16 per cent are single or never married. Increased longevity is also a driving factor as people are living longer and women are leading the pack.
“Women over 50 are living longer, healthier and more active lives, with travel as an integrated part of their lifestyle to learn, build connections and expand their worldview,” said Ray. “What’s happening now is we’re in a constant state of learning and curiosity. Now, women are living until they’re 100 years old, and we’re active, and we’re healthy and we want to get out there and see the world.”
The study also revealed that 61 per cent of North American women 50+ now prefer solo travel, up from 50 per cent in 2020.
“We’re seeing quite an increase in solo travel, so 61 per cent, which includes travelling solo independently and travelling solo in a group,” said Ray.
Despite their growing influence and spending power, 34 per cent of women 50+ report they often feel overlooked by the travel industry. As one survey respondent put it, ‘Some tours assume that because I’m over 50, I can’t walk very far. I do triathlons. I’ll manage.’
“This isn’t a demographic to market to as an afterthought—this is now the travel industry’s most powerful consumer group,” said Tara McCallum, head of marketing for North America at Intrepid Travel. “They’re ready for adventure, many after putting travel on hold due to family or career. Now they want to do something for themselves.”
While there is still work to be done, Ray noted that 70 per cent of women said they felt undervalued by the travel industry in an earlier study in 2022 so there has been some improvement.
As for why the travel industry should pay attention, spending by women 50+ is almost equal to the total millennial marketplace.
Notably, McCallum pointed out that last year, 50 plus travellers were 31 per cent of Intrepid’s overall market.
Intrepid has a range of Women’s Expeditions, consisting of all-female groups led by local female guides. Launched in 2018, this range is now one of the company’s top five product categories, out of more than 900 tours.
“It really speaks to a broader trend around 50+ women ‘Living their second best life!’ as it’s been referenced,” added Jenny Gray, product designer of Intrepid’s Womens Expeditions. Their children have left the home, they’re prioritizing themselves like never before. This is translating to seeking out meaningful connections, getting out of their comfort zones, and often traveling to more far-flung destinations.”
Bookings for Women’s Expeditions grew by 46 per cent in 2024, with 2025 bookings already up 120 per cent compared to the same time last year. The average age of North American participants is 51, with 80 per cent travelling solo.
“The future of travel is undeniably going to be shaped by women 50 plus,” said Leigh Barnes, President of the Americas at Intrepid Travel, “At Intrepid, we are committed to providing experiences that celebrate this demographic’s curiosity and strength. This isn’t just about offering tours—it’s about empowering women to explore the world on their own terms.”
In Morocco, Benkhaldoun has witnessed a huge shift in the travel industry with a number of women now taking in roles within the travel industry. In Morocco, Intrepid is also offering free training for women interested in becoming guides and is working alongside a guiding school.
“When we started Women’s Expeditions in 2018, we were struggling to find only one female tour guide,” she shared. “We created that training and looking at it [from the point of view] from when we were struggling to find only one, and now we see that 1/3 of the tour guides that are currently in the tour guiding school – 1/3 of them are female. Seeing that transformation in the country, that’s the impact that we’ve managed to create with this kind of connection.”
Interestingly, Ray also outlined a few subtle differences between Canadian and American solo travellers.
“The Canadians generally travel for longer periods of time and spend a little more money too. The part of the market that spends the most is 65 to 74,” Ray said. “Canadians are looking for adventure, something a little more challenging, out of your comfort zone type of activity over wellness.”
Adventure travel is set to benefit from the Ageless Adventuress, with 56 per cent of respondents preferring lesser-known destinations, 60 per cent taking up to three trips a year, and 65 per cent opting for slower, longer travel experiences.
Meanwhile, one of Perrin’s big takeaways was that it’s never too late to get into travelling. Although she’s now set foot in 151 countries, Perrin said she didn’t start truly travelling until she was 57 years old.
At Intrepid, Benkhaldoun said the tour operator also makes an effort to feature women and travellers of different ages in its marketing materials, which represents its tours.
“That’s kind of the magic of an Intrepid trip,” she said. “Once people have been on a trip, it really sinks in how valuable that is.”
