The tourism industry has launched a massive drive to attract the kind of travelers with money to burn: baby boomers and senior citizens.
JTB Corp., the nation's largest travel agency, launched a magazine in November called Travel Hours for Adults in a bid to lure mature travelers.
"We had thought our customers were mostly older people, but a survey found that they are unexpectedly young," said Yoshinobu Homma, manager of the project. "We had not been serious about seniors, and so we began publishing the magazine."