A new independent coach tour operator, Primrose Holidays, has launched in the North East of England, dedicated to meeting growing demand among ‘silver tourists’ for high quality, experience-led travel – minus the hassle.

Tourism spending by those aged 55 years and over is projected to nearly double by 2040, reports a study by the European Parliament, driven by more active, health-conscious lifestyles and higher disposable incomes.

However, unlike younger tourists who show a greater tendency to holiday abroad, silver tourists have been found to spend an increased share of their travel budget closer to home. They also travel outside of peak season more often, with a preference for less crowded environments and venturing ‘off the beaten’ track.

Primrose Holidays aims to cater for these demands amongst older travellers in the North East, offering carefully curated coach tours to a wide range of destinations across the UK and Ireland.

Owner of Primrose Holidays, and Board member of the Coach Tourism Association, Shaun Read, said: ‘Today’s older travellers are increasingly discerning. They’ve holidayed more than previous generations, they’re comfortable travelling and they want to continue exploring – but without the hassle of planning and booking every trip from scratch.

"At Primrose Holidays, we remove the pain points. We’ve chosen each destination for its rich mix of things to see and do, hand-picked every hotel for its high standard of rooms, meals and facilities, and selected the most interesting attractions based on visitor feedback."

Adding to the sense of ease and convenience, Primrose Holidays offers a door-to-door transfer service within the advertised package price for many postcodes or for a small surcharge for those further away.

‘From south Northumberland and along the east coast, to Sunderland and Durham, Primrose Holidays will collect customers from their homes and transfer them directly to and from the comfort of our executive coaches," said Read.

"It’s all part and parcel of our more personalised offer for older travellers, prioritising quality over quantity to deliver a more relaxed holiday."

It’s an approach that aligns with the growing trend for quieter, regenerative travel experiences – known as ‘slower tourism’ – with Primrose Holidays creating the opportunity to spend more time at fewer places, rather than having to rush from one stop to the next.

And with no need for travellers to concentrate on the road or navigate traffic, there’s greater scope to sit back and enjoy the company and surroundings.

‘Coach holidays can be a really social way to holiday, whether for solo travellers, couples or groups, providing shared experiences in a safe, friendly and supportive setting,’ said Read.

Primrose Holidays 2026 collection of coach tours is now available to browse and book online at primroseholidays.co.uk, with something for every interest: from the Golden Age of Railways, Canals and Rivers, and Great Houses & Gardens of Cheshire, to Romantic Journeys of Scotland and Sailing and Steaming in Delightful Devon. There’s even an action-packed ABBA Voyager Weekend in London.

Alternatively, customers can request a free brochure or book a tour by calling Primrose Holidays’ local travel team on 0191 481 2215.