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With the looming fact of aging population, market for seniors must use adapta- tion strategies to off er products and services. Th e tourism market is not an exception in Lithuania. Th e paper aims at disclosing the SWOT analysis for potential seniors' tourism development in Lithuania. Th e authors defi ne the following tasks for research following the research logic: 1) to present the growing tendency of aging society, tak- ing the example of most developed countries, such the USA, Australia, the UK, Italy, Germany and Japan; 2) to defi ne the senior traveller and his/her major types and main characteristics; 3) to outline the criteria with the SWOT analysis tool for the major internal and external developments of the 50+ market in Lithuanian tourism.