China: Great potential seen in senior tourism market

The senior tourism market in China has significant growth potential that is driven by increased purchasing power and desire for exploration and leisure in retirement

Feb 7, 2024

However, the demands and preferences of senior travelers differ from those who are younger, necessitating innovative approaches and differentiated offerings to cater to this growing demographic.

Key takeaways

  • With the nation seeing rapid socioeconomic growth in recent years, the perception of travel has shifted, and older adults are increasingly embracing the idea of wanderlust and account now for a substantial portion of the overall travel market;
  • In a survey published by Guoyuan Securities, driven by rising disposable incomes and evolving consumer attitudes, some 81% of older adults expressed a clear willingness to travel, with 64% of them saying they embark on two or more trips every year;
  • The most sought-after senior tourism products can be classified into three main categories: health-focused tour packages, cultural experiences, and family and friendship-oriented travel.

Get the full story at ECNS

Related must-reads


Get our Daily Brief in your inbox

Consumers are changing the face of hospitality - from online shopping to personalized guest journeys and digitalized guest experiences ...
we've got you covered.

By submitting this form, you agree to receive email communication from and its partners.