Cultural destinations have seen a 50% increase in sales during the period from 2000 to 2005. This increase has been atributed to the desire of “Baby Boomers” to visit more cultural attractions such as art galleries, museums and historic buidlings. More towns and regions are trying to capitalise on this trend by marketing their natural and historic attributes to encourage visitors.

I think it is more general trend toward getting more out of your leisure time and holidays especially if you have the free time, good health and disposable income of a typical “Baby Boomer”. Other travellers are also looking for more from a holiday than lying on a beach and staying around a resort. They want to experience something that is unique, interesting and authentic at their destination for example somewhere such as Besalu in northern Spain.