China’s senior retirees, particularly those aged 50 and above, are becoming a major force in outbound tourism, with bookings by this group rising 34% YoY in 2024. Retirees now account for nearly 20% of all outbound travelers, with overall outbound travel bookings increasing by more than 60%.

In some regions, such as Guizhou, retirees make up as much as 60% of outbound tourists, most of whom are retired government or public institution employees aged 60 to 65. Retirees also represent nearly 40% of all domestic tourists, many of whom travel 1-2 times in the first half of the year.

Popular destinations include Japan, the U.S., and Thailand, with private group tours and high-end accommodations, such as four- and five-star hotels, being preferred. This demographic’s travel spending is 30% higher than the average, reflecting a growing demand for quality travel experiences.