The concept of universal design has been around for more than 30 years. While it seems logical to design places and things to capture the maximum number of users and purchasers, it remains a fringe idea. Regardless of the reasons for the lack of interest in the past, there is evidence to suggest that baby boomers will not be content to sit back and be excluded from products, places, and experiences. Indeed, the tourism sector has quickly realised that the people with both time and money are those close to, or in retirement. Consequently tours and experiences are designed to be as inclusive as possible. But what about everything else? This presentation will highlight the need to consider universal design from the perspective of growing older.