There is no doubt that attitudes to age are changing, and this is going to continue to have a major impact on future trends in adventure tourism. Whilst 'youth culture' continues to thrive, plenty of baby boomers are refusing to act their age! They no longer feel they have to adopt the behavior and attitudes of their parents' generation. High-profile examples of this attitude abound in middle-aged rock musicians, who once epitomized youth and rebellion and now refuse to retire on the grounds of age. Better personal and professional health care is also helping people maintain high physical activity levels.