Chinese seniors rediscover golden years through growing passion for adventure

Seventy-something Wang Wenfang recently checked two big firsts off her list: taking a plane and competing in an esports competition. She said the point isn't winning or losing, it's about having the courage to try something new.

Her story isn't an exception. More and more seniors across China, especially retirees, are embracing a more adventurous lifestyle. They are willing to travel further and try novel experiences and have become more open to spending money on such pursuits, thanks to their increasingly open-minded attitude toward life.

So far this year, Chinese travelers aged 55 to 70 have visited over 250 cities nationwide. Chengdu, Sichuan province, Beijing and Shanghai rank among their top destinations, according to Qunar, a Beijing-based online travel agency.

Qunar's findings also shed light on the overseas travel trends of this age group. This year, the number of international flight bookings made by travelers aged 55 to 70 has climbed 19 percent year-on-year, and they have visited 1,452 overseas cities — 110 more than last year.

Notably, their travel companionship preferences are also changing. In addition to traveling with family and friends, over 30 percent of these senior travelers now opt for solo trips.

"Many travelers aged 55 to 60 are in good health, have sufficient income and plenty of free time. The growth rate of their outbound air ticket bookings is twice that of travelers aged 65 to 70," said Cai Muzi, a Qunar researcher.

"Beyond traditional popular outbound spots like Japan, Thailand and Malaysia, senior travelers are now venturing farther to countries including South Africa, Iceland, Egypt and Argentina," Cai added.

As senior Chinese travelers, who are also the core consumer group for cruise tourism, increasingly seek high-quality and personalized travel experiences, cruise lines are confident in China's growth potential and plan to launch more products.

China now stands as the world's second-largest cruise source market after the United States, and the country is forecast to become the largest cruise source market globally by 2035, according to the Cruise Lines International Association.

Driven by China's enormous market potential, international cruise line Viking has said that it will launch new European ocean cruise products in the Mediterranean next year that are tailored for Chinese consumers. The company also believes that China will grow into one of its leading source markets.

Viking said its initial success has come from first-tier cities like Shanghai, Beijing and Guangzhou, Guangdong province, while it is also seeing rising demand from second- and third-tier Chinese cities.

During the 2025 season, the company achieved its strongest performance since entering the Chinese market, with many fall and winter sailings selling out. Overall, Chinese travelers aged 55 and above account for nearly 70 percent of guests.

"Retired intellectuals aged 55 and above are emerging as an increasingly important demographic. They seek comfort, high-quality service and culturally enriching travel experiences," said Brendan Tansey, managing director of Viking Cruises China.

"Our off-peak itineraries are carefully designed for senior travelers who prefer less crowded destinations. To meet this demand, we plan to expand our offerings, extend regional reach, refine our go-to-market planning, and create more opportunities for Chinese travelers to explore the world," Tansey said.