2025.10. 11 本文字数：2442，阅读时长大约4分钟 作者 | 第一财经 郭晋晖 当年轻人在国庆假期热衷于打卡网红城市时，银发一族已从容启程，奔赴自己心仪的康养社区，用数周时间去感受属 于老年人的"诗与远方"。 截至2024年年底，我国60岁及以上老年人口数量达到3.1亿，他们的消费需求正在从"生存型"向"发展型"、"享受型"升 级。"候鸟式"旅居养老这一新消费模式，正受到越来越多支付能力较强的老年人的追捧。 旅居养老在引导养老产业打破地域限制的同时，也在推动养老产业从单一照护向"康养+旅游+社交"的复合业态转型。 企业如何通过精准布局、以高质量的供给来发掘旅居养老市场的需求潜力，成为当前养老产业发展中的一个新热点。 旅居养老站上千亿风口 旅居养老是老年人在常住地域以外的城镇旅行并居住，享受休闲度假、养生保健、医疗康复、养老服务等各类适老服 务的生活模式。业内对旅居养老的市场规模尚未有权威的统计，但普遍认为这是个高达数千亿而且未来还有巨大增长 空间的市场。 2024年1月，国务院办公厅印发《关于发展银发经济增进老年人福祉的意见》，指出要积极培育旅居养老目的地，开 展旅居养老推介活动。2024年年末， ...

旅居养老站上千亿风口 推动养老产业从单一照护向"康养+旅游+社交"的复合业态转型。 当年轻人在国庆假期热衷于打卡网红城市时，银发一族已从容启程，奔赴自己心仪的康养社区，用数周 时间去感受属于老年人的"诗与远方"。 截至2024年年底，我国60岁及以上老年人口数量达到3.1亿，他们的消费需求正在从"生存型"向"发展 型"、"享受型"升级。"候鸟式"旅居养老这一新消费模式，正受到越来越多支付能力较强的老年人的追 捧。 旅居养老在引导养老产业打破地域限制的同时，也在推动养老产业从单一照护向"康养+旅游+社交"的 复合业态转型。企业如何通过精准布局、以高质量的供给来发掘旅居养老市场的需求潜力，成为当前养 老产业发展中的一个新热点。 民政部副部长刘振国在10日上午的新闻发布会上表示，"十四五"期间，我国人均预期寿命不断提高，达 到79岁，比2020年提高了1.07岁，比世界平均水平高了5岁。随着人均预期寿命的提高，我国人口老龄 化程度也在不断加深。截至2024年底，我国60岁及以上老年人口达到3.1亿，占总人口的22%；65周岁 及以上老年人口2.2亿，占总人口的15.6%。 中国旅游研究院测算，"十四五"末我国出游率 ...

9月29日，记者从咸阳市民政局获悉：咸阳市民政局与汉中市民政局近日签署旅居养老合作框架协 议，标志着两地在养老服务领域开启全新合作模式。 根据合作框架协议，双方将在信息共享、资源整合、市场推广等方面展开深入合作。通过建立旅居 养老信息交流平台，实现两地养老服务机构、旅居基地、旅游景点等信息的互联互通，为老年人提供便 捷的查询和预订服务。同时，整合两地优质养老服务资源和旅游资源，打造一批集养老、养生、休闲、 旅游为一体的旅居养老示范基地，提升服务质量和水平。 咸阳市民政局相关负责人说："旅居养老是一种新兴的养老方式。它将旅游与养老有机融合，让老 年人在欣赏自然风光、体验异地文化的同时，享受专业养老服务，满足其对高品质晚年生活的追求。咸 阳市与汉中市都拥有深厚的历史文化底蕴和丰富的旅游资源，但各具特色。此次合作将充分发挥两地优 势，共同开发特色旅居养老产品和线路。"（记者：张乐佳） ...

Core Viewpoint - The trend of travel-based elderly care is gaining popularity among active seniors, with a significant market potential as the elderly population in China is expected to exceed 300 million by the end of the 14th Five-Year Plan [4][7]. Group 1: Market Potential - The travel-based elderly care market is anticipated to transition from a niche to a mainstream market, driven by an increase in the elderly population and higher penetration rates [4]. - By 2035, the travel and health integration industry for the elderly is projected to reach a scale of 5 trillion yuan, accounting for 16.7% of the total output value of the silver economy [8]. Group 2: Industry Participation - Major insurance companies, including China Pacific Insurance, China Taiping, and others, are increasingly entering the travel-based elderly care market, with various operational models being adopted [5]. - The operational models include leveraging existing nationwide elderly care communities, establishing travel projects in key cities, and collaborating with tourism and health service providers [5]. Group 3: Characteristics of Elderly Travelers - The typical characteristics of "traveling elderly" include being relatively younger, preferring to experience different locations rather than staying in one place year-round, desiring a home-like environment instead of hotels, requiring medical and health support, and having social interaction needs [4]. Group 4: Policy Environment - Recent government policies have emphasized the development of the travel-based elderly care market, including the establishment of a national cooperation platform and the promotion of travel-based elderly care destinations [8]. - Local governments, such as Beijing and Hainan, are also implementing specific guidelines and standards to enhance the travel-based elderly care services [8]. Group 5: Challenges and Considerations - Despite the promising outlook, the travel-based elderly care sector is still in its early stages, facing challenges such as resource integration, quality service provider selection, and the need for standardized services tailored to elderly tourists [9]. - Balancing service quality and cost-effectiveness is crucial, as travel projects may experience fluctuating occupancy rates [9].

Core Insights - The trend of elderly individuals opting for migratory living arrangements is becoming increasingly common, blending care, social interaction, and daily life into a cohesive experience [1][7] - Insurance companies are transforming the concept of migratory elderly care into a tangible lifestyle, with various models being developed to meet the specific needs of seniors [1][6] Group 1: Industry Developments - The opening of the TaiKang Home in Yunnan attracted nearly 700 reservations before its official launch, indicating strong demand for migratory elderly care services [3] - TaiKang Home operates 27 communities across 24 cities, with over 1,400 residents participating in migratory living arrangements by early 2025 [3][5] - Other insurance companies, such as China Pacific Insurance and New China Life, are also entering the migratory elderly care market, with New China Life establishing 40 wellness communities across 28 cities [5][6] Group 2: Service Models - The insurance industry is adopting a model that combines insurance products with migratory elderly care, allowing customers to access residency and services through their insurance plans [6] - TaiKang Home has developed a membership system to address the comprehensive needs of the new retirement demographic, including medical, dietary, housing, transportation, and recreational services [3][5] Group 3: Policy and Market Support - Recent government policies have emphasized the development of the migratory elderly care market, providing institutional support for its growth [7][9] - The integration of high-quality ecological, medical resources, and local culture is crucial for the success of insurance companies in this sector [7][8] Group 4: Future Outlook - The market for migratory elderly care is expanding, with a shift towards diverse geographical and cultural destinations for seasonal living [10] - The insurance industry is expected to enhance technology applications and develop smart communities to better serve the elderly population [10][11] - The focus on improving customer experience will include creating comfortable living environments, providing professional medical care, and organizing cultural activities to meet social needs [11]

Core Viewpoint - The trend of elderly individuals opting for migratory living arrangements, combining travel with care and social interaction, is becoming increasingly common in China, with insurance companies playing a pivotal role in facilitating this lifestyle [1][3][4]. Group 1: Industry Trends - The insurance industry is transforming the concept of migratory elderly care into a tangible lifestyle, with companies developing nationwide chains and modular communities tailored to the needs of seniors [3][4]. - The opening of the TaiKang Home in Yunnan has attracted significant interest, with nearly 700 reservations prior to its launch, indicating a strong demand for such services [4][5]. - TaiKang Home has established a membership system to address the comprehensive needs of the new retirement demographic, including medical care, food, accommodation, transportation, and leisure activities [4][6]. Group 2: Market Dynamics - The insurance sector is increasingly integrating travel and living arrangements, allowing clients to experience a home-like environment rather than just hotel stays [5][6]. - Various insurance companies, including China Pacific Insurance and New China Life, are expanding their presence in the migratory elderly care market, with New China Life operating 40 wellness communities across 28 cities [6][7]. - The model of combining insurance products with migratory elderly care services is gaining traction, creating a closed loop of product-service-client interaction [7]. Group 3: Policy and Support - Recent government policies have emphasized the development of the migratory elderly care market, providing institutional support for its growth [8][9]. - Local governments are also establishing mechanisms to support migratory living arrangements for the elderly, such as Beijing's initiative for seasonal migration [8][9]. Group 4: Future Outlook - The market for migratory elderly care is expected to expand, with a shift towards more diverse geographical and cultural destinations for seasonal migration [11][12]. - The insurance industry is anticipated to enhance technology applications and develop smart communities, while also focusing on meeting the evolving needs of the elderly population [11][12]. - The integration of quality service, safety, and emergency capabilities will be crucial for the success of this sector, as will the need for professional training and collaboration within the industry [12][13].

Core Viewpoint - The recent notice issued by the Guangxi Zhuang Autonomous Region's Civil Affairs Department and 15 other departments aims to strengthen rural elderly care services by establishing a comprehensive three-tiered service network and promoting deeper reforms in rural elderly care [1][2]. Group 1: Current Challenges in Rural Elderly Care - Rural elderly care in China faces significant challenges, including limited income and inadequate care services, leading to situations where elderly individuals either cannot afford care or are unwilling to utilize available services [1]. - Some care institutions are forced to lower fees and reduce staff to survive, resulting in a loss of professional talent and a decline in service quality, making it harder to retain elderly residents [1]. Group 2: Strategies for Improvement - To achieve inclusive elderly care, it is essential to optimize the allocation of resources and solidify the support for elderly care services, including the establishment of county-level care institutions focused on disabled individuals and expanding the coverage of township-level service centers [1]. - Implementing favorable policies regarding land and taxes, as well as ensuring the execution of various subsidy policies, is crucial to alleviate the operational pressures on elderly care institutions and to establish a pricing mechanism for inclusive services [1]. Group 3: Institutional and Service Enhancements - Strengthening the institutional guarantees for rural elderly care is necessary, which includes integrating rural elderly care services into reform and development plans and enhancing management and service levels [2]. - The application of artificial intelligence and the development of age-friendly smart products are encouraged to make elderly care services more precise and personalized [2]. - Innovative service models should be promoted to enhance the attractiveness of elderly care institutions, such as incorporating well-equipped rural care facilities into premium travel care routes to improve service offerings and occupancy rates [2].

Core Viewpoint - The 2025 Beijing Elderly Care Service Industry Development Forum aims to explore comprehensive solutions for elderly care services in Beijing, focusing on reform and innovation to meet diverse elderly needs and promote the "silver economy" [1][2]. Group 1: Forum Overview - The forum will take place on July 30, 2025, featuring a main session and four parallel sub-forums on topics such as travel care, state-owned enterprise health care, smart elderly care, and elderly finance [1]. - It will release a keynote report titled "Continuously Deepening the Exploration of Comprehensive Solutions for Beijing's Elderly Care Services," addressing key tasks in reforming elderly care services [1]. Group 2: Reports and Innovations - The forum will present several reports, including the Beijing Aging Career Development Report, the Beijing Silver Economy Demand Report, and the Beijing Aging Industry Development Report [2]. - It will showcase innovative products and projects in smart health and elderly care, including results from the first Beijing Smart Health Care Robot Application Competition [2]. Group 3: Recognition and Initiatives - The first batch of "Gold Medal Caregivers" will be awarded to set exemplary standards in the elderly care industry [2]. - The forum will initiate the "Silver Age Action" to encourage elderly volunteers to participate in regional collaborative development [2]. Group 4: Integration and Ecosystem - An initiative for building a "Winter South Summer North" travel care ecological chain will be launched, promoting the integration of elderly services with tourism, transportation, and finance [2]. - The forum will provide a platform for promoting elderly care products and services, showcasing a comprehensive service system that connects home, community, institutions, and travel care [2][3]. Group 5: Expert Discussions - The forum will host discussions with industry experts and leading entrepreneurs to explore new ideas and opportunities for expanding elderly care services and promoting high-quality development of the "silver economy" [3].

Core Viewpoint - The Supreme People's Procuratorate has released typical cases of illegal fundraising crimes, highlighting the deceptive methods used and the associated risks, particularly in the context of the growing elderly care economy and travel-based retirement services [1][2]. Group 1: Illegal Fundraising Cases - A case revealed that criminals used the guise of "elderly finance" to illegally raise over 5 billion yuan by promoting retirement apartments and travel bases, which should alert consumers [1][2]. - Companies involved in elderly care and travel have faced funding issues and investigations for illegal fundraising, with operations in various provinces including Shanghai, Jiangsu, Anhui, and Yunnan [2]. Group 2: Consumer Awareness and Caution - Consumers are advised to be cautious when selecting travel-based retirement products, as many offerings may be misleading and merely marketing tactics [2]. - The concept of "travel prepayment cards" was identified as a significant risk, as these cards were found to have characteristics of deposit-like financial products, leading to illegal fundraising [2]. Group 3: Regulatory and Enforcement Actions - There is a call for enhanced market regulation and qualification reviews by relevant authorities to maintain market order and protect consumer rights [3]. - Law enforcement and judicial bodies are urged to collaborate closely to combat related criminal activities and foster a trustworthy market environment for travel-based elderly care services [3].

Group 1 - Guangxi has 38 "Longevity Towns" in China, accounting for over one-third of the national total, with more than 6,900 centenarians, which is 1.6 times the national average [1] - The trend of "travel nursing" has emerged as an important consumption scene for the elderly, with over 3.8 million seniors visiting Guangxi for stays longer than a week each year [1] - The demand for homestays has surged due to the increasing number of middle-aged and elderly groups seeking health and wellness travel [1] Group 2 - The "bird migration" style of retirement is gaining popularity, with over 500,000 people traveling to Beihai annually, significantly boosting the local economy [2] - Guangxi has actively promoted its travel nursing resources and industry advantages through various promotional activities targeting regions like the Greater Bay Area and Yangtze River Delta [2] - The local government has implemented over 20 supportive policies and established more than 300 suitable living and travel locations to enhance the travel nursing industry [3]