Chongqing — A growing number of Chinese seniors are taking their first plane trips, signaling the rapid rise of silver tourism and prompting the industry to upgrade services to meet the needs of an aging population.
Senior visitors on extended stays take part in activities at Meixin Red Wine Town in Fuling, Chongqing.
During this year’s Spring Festival, bookings by passengers aged 60 and above purchasing their first plane ticket increased by more than 20 percent, Minister of Culture and Tourism Sun Yeli said at a press conference during China’s annual Two Sessions. Younger family members are increasingly arranging travel for their elders, reflecting new cultural trends and family values.
The Government Work Report emphasized developing the silver economy, including measures to harness the potential of the elderly population and expand elderly-oriented products and services, such as healthcare, travel, and long-stay tourism.
At Tongjing Hot Spring Scenic Area in southwest China’s Chongqing Municipality, the shift is already visible. Seventy-one-year-old Geng, who traveled from Beijing, begins his mornings by practicing tai chi beneath ancient trees, then walks through forested areas and ends the day in therapeutic hot springs.
“I’ve only been here a little over a week, but I already feel much better,” he said, noting that the trip was arranged by his daughter to manage chronic health conditions.
By scenic area, the number of seniors choosing extended wellness-focused stays has risen by 30 percent year on year, with services such as medical consultations, nutrition programs, and guided exercise attracting growing interest.
Nearby, the Tongjing Yinhe Plum Blossom Tourism Area has also seen a surge in senior visitors. Hillsides blanketed in blooming plum trees create a snow-like landscape that draws retirees traveling in groups.
“Now that we have more free time after retirement, we travel more often,” said visitor Ms. Zhang. “Being close to nature lifts the spirit and makes life feel fuller.”
Seniors now account for more than 20 percent of China’s total tourist population, according to the China National Committee on Aging, highlighting a shift from niche to mainstream markets. Trip.com Group reports that users aged 50 and above comprise more than 10 percent of its customer base, with average spending significantly higher than that of younger travelers. Tongcheng Travel data shows that tourists over 60 spend 30 percent more on accommodation than younger groups, while high-end travel products, including cruise tours, are dominated by seniors.
Qunar data also shows that seniors' travel footprints are expanding. Last year, travelers aged 55 to 70 flew to 255 cities across China, while outbound flight bookings rose 19 percent year on year, covering more than 1,400 international destinations.
A new generation of retirees is reshaping tourism. Many born after 1965 are financially secure, digitally savvy, and open to new experiences, blending a preference for comfort with a willingness to explore higher-quality travel options.
Meixin Wine Town in Fuling District illustrates this trend. The site integrates tourism with a long-stay senior community, combining wellness, leisure, and social interaction. Residents participate in performances and community activities, creating a hybrid model that blends tourism with daily life.
Senior tourists visit the Zhazidong scenic area in Chongqing. (Photo/Zhang Deyang)
“Interacting with visitors from different places makes me feel younger,” said 75-year-old Ms. Zhou.
Despite improvements, challenges remain. At Zhazidong Historical Site, some seniors still encounter difficulties with digital ticketing systems, even as accessible pathways, wheelchairs, and medical stations have become more common. Experts stress the need for further barrier-free infrastructure, the retention of offline services, and simplified digital platforms.
“The rapid growth of silver tourism is not only expanding the market but also driving transformation across the industry,” said Zhang Dawei, regional executive at Trip.com Group. “Building an age-friendly tourism ecosystem is essential to sustaining growth and improving quality of life for China’s aging population.”
As more seniors take flight for the first time and explore new destinations, their growing presence is reshaping China’s tourism landscape, turning later life into a period of discovery, health, and social engagement.