In Shanxi province, the burgeoning silver tourism industry is invigorating various sectors such as culture, transportation, accommodation, and wellness, emerging as a new engine for local economic growth.

According to Trip.com Group, in 2025, tourists aged 50 and above spent three times more than the market average, with their travel bookings growing 1.3 times faster than overall orders. By 2028, the silver tourism market is projected to exceed 2.7 trillion yuan ($391.48 billion), continuing to unlock significant market potential.

Senior tourists enjoy local foods at the Hongtong Dahuaishu Scenic Area. [Photo/Shanxi Economic Daily]

Yuan Jianfang, with over a decade of experience in the homestay industry, has witnessed rising enthusiasm among the elderly for cultural tourism. "In just one year, our homestay has attracted many retired customers from first-tier cities," Yuan said. "Today, the wellness travel demographic is shifting towards those born in the 1960s and 1970s."

The flourishing silver tourism market not only injects new vitality into the local economy but also promotes the upgrading of related upstream and downstream industries.

In March, the Hongtong Dahuaishu Scenic Area welcomes a high proportion of senior tourists, directly creating new opportunities for nearby accommodation and dining industries. Meanwhile, sectors such as agricultural products and cultural and creative industries are also thriving.

Looking ahead, the ongoing expansion of the silver tourism market will create new opportunities for the province's economic and social development. At the same time, it calls for greater innovation in cultural tourism products and continuous improvements in service quality. 

By continuously optimizing product offerings and raising service standards, Shanxi aims to meet the increasingly diverse and personalized needs of silver tourists, making silver tourism a powerful driver of high-quality development.