Senior Tourism in China: The Boom of Over-50 Travelers and Opportunities for the Industry 

According to the China Tourism Academy (CTA), the Chinese government’s tourism research institute, one of the fastest-growing travel segments is retirees—often referred to as “silver tourists.” 

These senior travelers, aged 50 and above, have finished their professional careers and are dedicating more time to travel, creating significant opportunities for the tourism industry to tailor offerings to their specific needs. 

As highlighted by the CTA, this segment is expected to reach 100 million active tourists by 2025, with an estimated revenue of $140 billion this year. 

According to Jing Daily, data from OTA Ctrip shows that bookings for this segment are increasing by 34% annually. In domestic tourism, nearly 40% of all travelers in 2024 were aged 45 or older. 

However, the most significant growth has been in outbound travel, where bookings among this demographic have surged by over 60%, with retirees now accounting for nearly 20% of all outbound tourists. 

This demographic prioritizes a high quality of life and personal growth activities. According to the United Nations’ National Committee on Aging, by 2040, senior travelers are expected to account for 50% of all domestic trips. 

Key Priorities: Safety and Comfort 

FlightAI, Ctrip’s big data aviation platform, reports that 90% of retirees traveled at least once in the first half of 2024. 

Top destinations include Japan, the United States, Thailand, and Australia, with a preference for Asian cities among first-time international travelers. 

This segment shows a strong interest in private group tours and luxury hotels, spending 30% more on average than other travelers. However, many retirees take advantage of their flexibility to travel off-season, benefiting from lower prices. 

For example, in 2024, bookings by travelers over 50 in the week following China’s National Day increased by 20% compared to the previous year, accounting for 64% of weekday travelers. 

Adapting the Travel Industry to Senior Travelers 

China’s Travel & Tourism sector is adjusting its offerings for senior and affluent travelers by introducing tailored pricing policies, medical staff, and customized itineraries. 

Last year, Ctrip launched the “Ctrip Old Friends Club” to provide personalized travel experiences for the over-50 market, while China introduced “Oxygen Trains”—luxury 15-day rail tours through Qinghai, Gansu, and Tibet, complete with onboard medical assistance. 

The Shanghai Railway Bureau has also introduced long-distance tourist trains for travelers aged 50-70, while Swiss company Viking Cruises, in collaboration with Shanghai’s University for the Elderly, combines cultural courses with high-end cruises. 

The hospitality sector is also embracing this trend: Hilton Hotels, for example, offers discounts for travelers over 65 and organizes wellness activities tailored to senior guests. 

At Twissen, we have observed that China’s senior tourism represents a strategic growth opportunity for the industry, with increasing demand for high-quality experiences, comfort, and safety.

The rising number of affluent retirees and their strong spending power are pushing operators to develop tailored offerings, from cultural cruises to luxury train journeys.

Companies that successfully cater to these needs will benefit from a rapidly expanding market, optimizing occupancy rates year-round and driving revenue growth. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.