Seniors Go Rural - SenGoR - Senior Tourism Project

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A bottom-up, stakeholder-driven product for individual senior off-season travel to rural Micro-, Small or Medium sized Enterprises, established and managed through corporate agreements.

A bottom-up, stakeholder-driven product for individual senior off-season travel to rural micro- and SMEs, established and managed through corporate agreements.

Main objectives

Define a generic Operative Model to generate and market products based on individual arrangements that facilitate transnational tourism flows of seniors in low season to rural micro- and SMEs and their destinations. In order to create tangible or bookable products, they need to be specified in detail for every concrete implementation.

Flexibility of the Operative Model to define any kind of tailor-made tangible products is intended, the project includes several of such pilot product implementations.

The Operative Model consists of two transnational components that establish a common framework for generating such real products:

  1. Guidelines for a “Senior-friendly” product accreditation “Seniors Go Rural. This accreditation, with a content agreed and supervised by the representative transnational organisations EuroGites and AGE Platform, sets specific criteria for rural tourism hospitality services and destinations to receive Seniors. It is complemented by Guidelines for rural tourism businesses on the preparation of products that are adequat to senior needs.
  2. Operative Systems for promotion, sales, and clearing such as off-season voucher, discount / club card, or similar. The accredited senior-friendly products will be made accessible for Seniors by means of agreements that regulate promotion, sales, and payment in a homogeneous way across Europe. They will have the format of framework agreements; for practical application, these framework agreements will always require a separate specific adaptation to be closed between affiliated organisations of AGE and EuroGites. However, homogeneous basic procedures and rules are always maintained across Europe and for all implementations.

The complete Operative Model – from definition to implementation – is a B2C solution, based on the direct responsible involvement and self-regulation of the interested parties. The Public Administration participates at the side of beneficiaries (through social support to senior orgs), or at the receptive side (NTOs and DMOs) in the setting up and running of the system.

Work Packages

  • Research and Evaluation of existing experiences
  • Elaborate content of accreditation and operative systems
  • Pilot implementation – definition of products, testing, evaluation, results
  • Promotion channels – Dissemination – Exploitation plan
  • Project management

Main outcomes

  • “Seniors Go Rural” accreditation criteria
  • Guidelines for rural tourism businesses on products for the senior market
  • Framework agreements or structures for Operative Systems that are capable to promote and incentive the transnational travel of individual seniors in off-season
  • Pilot Rural Tourism products (transnational in the Baltics / regional in NO and BE)
  • Website for information and promotion
  • Promotion tools: product brochure (for clients), information brochure (for providers and destinations)
  • Exploitation plan

Lead partner/coordinator: Lauku Celotajs (LV)


  • EuroGites – European Federation of Rural Tourism (EU / FR) HANEN (NO)
  • LKTA – Lithuanian Rural Tourism Association (LT)
  • NFE – Nationaal Ouderenfond (NL)
  • Toerisme Vlaams-Brabant (BE)


Asnate Ziemele

Klaus Ehrlich

Download the Project Description and Slideshow from the right-hand panel in PDF format.

Funded by the European Commission under Call for Proposals (June 2013) Supporting the enhancement and promotion of sustainable transnational thematic tourism products" 70/G/ENT/CIP/13/B/N03S04