Heartbeat Summer | Joyful Summer: Silver haired Tribe Enjoying "Poetic Distant" Luggage | Tourism | Poetic
Xinhua News Agency, Beijing, July 12- Climbing Dawang Peak, drifting Jiuqu Stream... 64 year old Yang Youqing, who lives in Fuzhou, Fujian, is busy packing up for the upcoming summer trip to Mount Wuyi.
Aunt Yang arranged a week for her family and friends to deeply experience the She ethnic customs of living by the mountains and being good at singing and dancing. "After retirement, I have a stronger desire to pursue poetry and painting. The world is so big, I also want to go and see it," she said
In the past six years, Yang Youqing, who retired from the bank office, has clocked in Türkiye, Israel, Russia and many other "distant places". After this trip to Mount Wuyi, she has planned to travel to Southeast Asia with her family next month.
According to the China Tourism Research Institute, by the end of the 14th Five Year Plan period, the number of young and healthy elderly people with high travel rates and high tourism consumption in China will exceed 100 million, and the revenue from elderly tourism is expected to exceed one trillion yuan, with huge market potential.
Dai Bin, President of the China Tourism Research Institute, said, "Young silver haired people aged 60 to 69 have more disposable free time and wealth accumulation, as well as abundant physical and mental energy, which to some extent unleashes the consumption potential of elderly tourism products and services, promoting the development of the silver haired economy."
Silver hair paired with a red long dress and vintage headscarf, holding up a selfie stick, dancing to the music, or posing for a group photo... At the Mingsha Mountain Crescent Spring Scenic Area in Dunhuang, elderly people who enjoy "Journey to the West" are enthusiastic.
Li Minglei is the head of the Sunset Red Elderly Tourism Special Train. Recently, he led a silver haired group of 20 people to end an eight day tour of Inner Mongolia, Gansu, and Ningxia.
"An elderly couple living in Lingshui Li Autonomous County, Hainan is the farthest customer I have ever received." Li Minglei started organizing elderly tourism activities 8 years ago. In the past, the group members were mainly from cities in Shaanxi, Gansu, and Ningxia, but now the number of customers from counties and townships is increasing year by year. "I clearly feel that the geographical composition of the group members is becoming more and more diverse.".
More and more elderly people from small and medium-sized cities and rural areas are also joining the ranks of long-distance travel. Ma Yiliang, President of the China Tourism Research Institute, pointed out that many of the first batch of rural migrant workers are over 60 years old. They have been working outside for a long time and have high expectations for the world outside their hometowns. After entering old age, they have a stronger willingness to travel.
Hong Kong's "silver haired people" are visiting the Long Corridor of the Summer Palace in Beijing. Photo by Xinhua News Agency reporter Chen Zhonghao
The 2022 Elderly Care Consumption Survey Project Research Report released by the China Consumers Association in April shows that young people aged 60 to 69 are more energetic in consumption, and there is a clear demand for upgraded consumption. The "New Forces in National Tourism" press conference held by Tongcheng Travel in June pointed out that the silver haired group has become one of the important driving forces for market recovery this year.
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"Customized and high-quality RV tours, golden wedding tours, and other products are most popular among the elderly," said Yuan Bo, the head of Beijing Xiangle Time Travel Company. The company will tailor routes based on factors such as the age structure of the members and their hometown. For example, traveling by car for no more than 2 hours continuously, and tour guides with more than 3 years of work experience and emergency medical knowledge.
63 year old Beijing resident Zhao Xiuqin and her husband are both loyal fans of customized tours. "Private itineraries will be equipped with butlers who can adjust the itinerary according to physical conditions, and dining preferences can be communicated in advance. They not only enjoy the pleasure of traveling but also experience considerate services."
The hot demand of silver haired people for high-quality travel has driven the rise of new forms of health tourism that balance health, leisure, and residential attributes.
Since May, the health and wellness base under the Green Treasure Group, located in Jing County, Xuancheng City, Anhui Province, has received nearly a hundred elderly people every day. "Elderly people usually stay at the base for a week and also visit nearby attractions such as the Chaji Ancient Village and the Xuan Paper Cultural Center." Shi Yongwu, Deputy General Manager of Anhui Lvbao Group, said that the company's main customer base is concentrated in nearby cities in the Yangtze River Delta, and the number of applicants is increasing year by year.
"The Yangtze River Delta is geographically close, closely related, and has similar dietary habits. Whether it is due to the desire for 'returning to the roots of the fallen leaves', the need for high cost-effectiveness, or the pursuit of a beautiful living environment, the demand for long-distance health and wellness travel is currently very hot." said Liu Deming, the relevant person in charge of Shanghai Life Insurance Tang Elderly Care Service Co., Ltd.
Ma Yiliang believes that building a smart tourism route system based on emerging technologies such as big data and artificial intelligence to empower and serve the elderly in response to the increasingly warming trend of the silver hair market is crucial for improving an aging friendly consumption environment.
At the end of last year, the Resource Development Department of the Ministry of Culture and Tourism released 10 smart tourism aging demonstration cases, continuously improving the user experience of elderly tourists. Shanghai, Jiangsu, and Ningbo are also actively exploring digital elderly care services such as "one card tours" and "online family appointments".
The 2023 World Social Report points out that the global population aged 65 and above was 761 million in 2021, and this number will increase to 1.6 billion by 2050. The population growth rate is faster for those aged 80 and above. The development of the silver haired tourism market has a vast blue ocean, which puts higher demands on travel agency services.
China has a fine tradition of respecting the elderly and caring for the young since ancient times. Dai Bin suggested that in addition to promoting digital empowerment to achieve personalized services for silver haired individuals, we should further protect the legitimate rights and interests of elderly tourists, crack down on "unreasonable low-priced tours" and other chaos targeting elderly tourists, allowing them to enjoy distant places while ensuring safe, smooth, and comfortable travel.