Abstract
This scientific article provides a comprehensive analysis of the current state and development trends of the senior tourism market. Contemprorary global demographic changes, particularly the acceleration of population ageing processes, determine the growing role of the elderly tourist segment within the tourism industry. In this context, tourism for older adults is considered one of the socially and economically significant and promising segments of tourism. The main purpose of the study is to identify the characteristics of the formation of the senior tourism market, its development directions, and the structure of consumer demand. The research examines travel motivations of elderly tourists, their tourism behavior, service quality requirments, and specific features of toursm product selection. The scientific significance of the study lies in the systematization of the theretical foundations of the senior tourism concept and the identification of key factors influencing the development of this market. The practical significanceis reflected in the development of recommendations for tourism products and services tailored to the needs of elderly tourists. The methodological framework of the research is based on a review of academic literature, comparative analysis, statstical data processing, and a systemic approach. The results indicate that the senior tourism market has a high potential for sustainable development and is characterized by a growing demand for wellness, cultural, and recreational tourism. The findings have practical value for strategic planning in tourism and the diversification of tourism activities.