Outbound tourism from China is on the rise again after a long pandemic pause, but there's a difference: the new wave of Chinese travelers is trending older and has different spending patterns and needs.
China's population is aging, and many of the middle-aged middle-class people who were the heart of pre-pandemic travel are now faced with job uncertainty and a slowing economy. But there is also a substantial slice of people who have retired in their 60s and have savings from four decades of economic growth.
Travel companies are hoping to attract this market by tweaking tours to avoid steep hikes, adding nurses and healthcare professionals to their staff and targeting discounts at the seniors.
Among others, Viking cruises is aiming at the market with a partnership with Shanghai's University for the Elderly to develop history and culture courses combined with itineraries on Asian and European rivers.
Viking's ships have barrier-free elevators, handrails in corridors and showers, larger fonts on television remote controls and toiletries to make it easier on elderly eyes. A fresh noodle bar opens for early breakfast.
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