With the upgrading of consumption, China's tourism market is developing and senior tourism, also known as silver tourism, has become a new growth point. Unlike other consumer groups, the elderly have more time to travel, supported by their better consumption capability than young people.

However, problems come with the potential. In the silver travel market, infringement on the legitimate rights and interests of elderly travelers sometimes happens with unreasonable scheduling, creating additional expenses and less protection for seniors. Some travel agencies trick consumers with false information about tourism products. These problems have affected the tourism consumption experience and market, making senior travelers discouraging.

To activate the silver tourism market's potential, travel companies should design tours according to the physical and mental conditions of the elderly. Besides, traveling products should meet their diversified and personalized needs.

At the same time, the regulators need to address the market's problems. They need to clarify accommodation, catering, shopping and medical service details in silver tourism, and the traveling market standards must be regulated to provide a healthy consumption environment for senior travelers so that they can enjoy their old age better.

This is an edited excerpt of an article originally published in Economic Daily on December 13 

(Print Edition Title: Travel Goldmine)