Tourism for elderly in Russia: policy, business and the problems of target audience

The article analyzes the system of tourism services for the elderly people in Russia. The up-to-date trends in public policy including the policy of active longevity considering the elderly as active subjects of social interaction and not the passive recipients of state social support make this issue relevant. Based on the methodology of sociology and public and corporate administration, the article regards the policies of tourism for elderly to overcome social exclusion and a proof of liberation of old age. The concepts of new public management and governance are used to describe the interactions between the state and business in the given field as a part of public policy. The state develops social tourism, but usually it is excursion services for elderly. The subsidies’ programs elaborated by the state together with tourism businesses are aimed not only at the tourists themselves directly, but also at tourism companies developing tourism for elderly. The tourist products for the elderly elaborated by business are targeted towards seniors with upper-middle levels of both health and income thus confirming the idea of liberation of old age. At the same time the results of sociological surveys about tourism preferences and motivations of the elderly people show that the target audience may be far from the acceptance of the liberation concept. The senior neglect tourism legitimizing it with low income and poor health.