“银发旅居”新消费涌动，如何承接1亿老年人的“诗与远方”？

Core Viewpoint - The article discusses the emerging trend of "travel nursing" for the elderly in China, highlighting the shift in consumption patterns among seniors from basic survival needs to more developed and enjoyable experiences, driven by a growing population of elderly individuals with increased disposable income [3][4]. Group 1: Market Potential - The travel nursing market is estimated to be worth several hundred billion yuan, with significant growth potential as the elderly population continues to expand [3][4]. - By the end of 2024, the elderly population aged 60 and above in China is projected to reach 310 million, accounting for 22% of the total population, with those aged 65 and above reaching 220 million, or 15.6% [5][6]. Group 2: Policy Support - The Chinese government has issued policies to promote the development of the silver economy and travel nursing, encouraging local governments to create suitable destinations and services for elderly travelers [4][9]. - Various provinces, including Yunnan, Guizhou, and Hainan, are actively developing travel nursing industries, with new community models emerging [4]. Group 3: Consumer Demographics - The primary demographic for travel nursing consists of younger seniors aged 60-69, who represent approximately 56% of the elderly population, totaling around 170 million individuals [8]. - These younger seniors are generally healthier, better educated, and have stronger social security benefits, leading to a higher willingness to travel and seek enriching experiences [8]. Group 4: Industry Development - The travel nursing sector is transitioning from a niche market to a mainstream one, with an expected increase in the number of health-conscious elderly travelers exceeding 100 million by the end of the 14th Five-Year Plan [6][11]. - Companies like Taikang Insurance are expanding their offerings in this space, with over 1,400 residents participating in their travel nursing programs across various locations [11][12]. Group 5: Challenges and Opportunities - Despite the growing demand for high-quality travel nursing services, there are challenges such as inadequate supply quality, insufficient supporting facilities, and a lack of unified industry standards [12]. - The industry must focus on addressing these challenges to enhance service quality and improve the overall living standards of elderly individuals [12].