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The Expert in Baby Boomer Travel

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San Rocco

By Frank Viviano

Barga, Italy —
A peculiar marriage of wild celebration and tacit mourning takes place each year on August 16 in Barga, the hilltop Tuscan town where I’ve lived for two decades.

Its people dance in the piazzas to the music of accordions and mandolins. Outdoor markets hum with shoppers until well after midnight. Dazzling fireworks explode over its Medieval cathedral and ramparts.

This is the feast of San Rocco, a centuries-old holiday dating back to the most lethal pandemic in world history. It commemorates the ardent re-embrace of life after the inconceivable horrors of the 14th century’s Black Death – in which Barga’s Serchio Valley almost certainly played a critical role.

Over the brief span of four years beginning in 1348, the Plague carried off up to 60 percent of Europe’s entire population, leaving an indelible scar in the collective memory.

As harrowing as our struggle with… Continue reading

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According to government and private surveys:

  • Leading-edge baby boomers (born between 1946 and 1955) and seniors account for four out of every five dollars spent on luxury travel today.
  • Roughly half the consumer spending money in the U.S.--more than $2 trillion--is in the hands of leading-edge baby boomers and seniors.
  • Baby boomers (born 1946-1964) travel more than any other age group.
  • When asked what they would most like to spend their money on, baby boomers answered “travel” more than any other category, including improving their health or finances.

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