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Population ageing has been identified as a critical element of demographic change which is a key driver for future consumer demand. Driven by the size of the baby boomer generation, population ageing is likely to affect the future choice of tourism activities and destinations. As the baby boomers retire, their demand patterns and preferences will grow in significance and will strongly influence the future structure of tourism product development. Two case studies are used to demonstrate possible impacts of population ageing on tourism demand and the potential implications for product and destination development. The paper discusses the need to consider demand preferences that are influenced by generational membership and identifies the conditions that may lead to the emergence of a product gap if the changing patterns of demand are ignored.