It is no secret that silver tourism, essentially travel products catering to a market over the age of 65, is becoming big business throughout the world.

Especially in rapidly ageing nations like China, Japan, and much of Western Europe, people who are considered senior citizens are travelling the world while their health still holds; after all, they do have the time and the material resources to do so.

Silver tourism in China, in particular, is becoming seriously big business, all set to boom into a market worth US$396 million by 2028.

However, for all that it may grow, the Chinese silver tourism scene is riddled with major challenges involving infrastructure, technology, and product development.

What are the specific challenges the industry needs to confront to help older travellers?

A booming market

In January of this year, the Chinese government announced its plans to develop the country’s senior economy, and silver travel is one of the focus areas covered by the Communist Party of China’s 15th Five-Year Plan which covers the period from 2026 to 2030.

Authorities have noted that an increasing number of Chinese seniors are actively engaging in leisure travel, not just locally but internationally.

Older Chinese travellers are making the most of visa-free entry into a number of nations throughout the world, and those over the age of 60 now make up more than 20 percent of outbound tourists.

As a result, both hospitality and transportation have made it a point to weave together dignity and comfort for older travellers in their services and amenities.

A key example

Consider this: China’s rail travel system is now equipped with carriages for older travellers which come with accessibility measures, as well as bathrooms within close proximity and trained medical staff on board.

Likewise, older travellers get to enjoy entertainment options, more flexible travel schedules, and meals vetted by both chefs and dietitians to satisfy their nutritional needs without compromising flavour and quality.

As of Q3-2025, it is estimated that more than a million older travellers have benefited from such measures, enabling them to enjoy themselves in their golden years in or out of the company of their families.

The issues hampering sectoral growth

This does not mean, however, that the development of silver tourism in China is running smoothly.

Far from it: there are major concerns regarding both technological application and infrastructure which are keeping the industry from coming into its full potential.

Chief among these are:

• Digital illiteracy Let us face it: in China as it is anywhere else in the world, the bulk of baby boomers have issues accessing and using mobile applications. Even those who are more or less versed in the use of desktop computers find booking trips online a challenge. In an economy rapidly shifting to an all-digital paradigm, this is a pressing issue;
• Challenging infrastructure While major cities like Beijing, Shanghai, and Shenzhen, as well as special autonomous regions Hong Kong and Macao offer extensive assistance for older travellers, such amenities may not always be available in the country’s secondary cities and in smaller localities;
• The wrong product pitched to the wrong market For the most part, Chinese travel agencies tend to pitch multi-destination itineraries where tours are carried out at a rapid pace that older travellers struggle to keep up with. Likewise, silver travellers find themselves challenged by transportation options that are not equipped to meet their needs, as well as menus that may not be in keeping with their dietary requirements;
• Personal economics While travel has become more common among the Chinese, this does not mean that everyone has the means to do so. Keep in mind that many older Chinese live on fixed incomes and, much as they would like to head on a vacation away from home, they may not be able to afford it;
• Medical safety and insurance While rail travel comes with provisions for individual safety as well as relevant medical services for older travellers, keep in mind that not all modes of transportation offer such amenities as yet. Also, travel is risky for older Chinese as travel insurance is not a common purchase for the demographic. Indeed, it is estimated that only 0.36 percent of Chinese travellers over 60 have availed of travel insurance.

On a positive note, however, if China is able to find solutions for the issues mentioned in this feature, then there is no reason why silver tourism shouldn’t become a key area for growth in the country’s travel industry.