Guanyang village in Zhangzhou, Fujian province, attracts many elderly travelers seeking wellness and a slower pace of life. [Photo provided to China Daily]
Zhangzhou is rapidly becoming a premier hub for "migratory" elderly people seeking temperate winter climates in southern China. According to the 2025 China Migratory Elderly Winter Habitat Suitability Index, the city ranked 11th nationally and second in Fujian province with an index score of 103.85.
This growth aligns with provincial government initiatives to expand the sojourn economy, a strategic sector of the silver economy highlighted in this year's government work report.
The trend reflects a demographic shift as a new generation of retirees, characterized by higher education and stronger purchasing power, prioritizes quality of life and diverse wellness services. Zhangzhou's appeal is rooted in its mild coastal climate and a robust integrated wellness-and-healthcare tourism model. Over 30 institutions in the city have adopted this integrated model as of November 2025, offering comprehensive primary care and seamless referral channels to top-tier hospitals in neighboring Xiamen.
According to the Blue Book of Silver Economy: 2024 Annual Report on the Development of Silver Economy in China, the national wellness tourism market will reach 5 trillion yuan ($724.54 billion) by 2035.
To capture this growth, Professor Li Mingfeng from Minnan Normal University recommends establishing standardized construction codes for elderly bases and accelerating age-friendly renovations in public spaces. Local officials are also looking to utilize traditional Chinese medicine resources and specialized vocational training to professionalize the nursing workforce.
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