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 ...

Core Insights - The aging population in China is projected to reach 310 million by 2024, with 220 million aged 65 and above, highlighting the urgency to address the challenges of an aging society [1] - The insurance industry is positioned as a key player in developing a multi-tiered pension security system, actively creating "insurance + pension" service models in response to policy directions and market demands [1] Policy Framework - In the first half of the year, a comprehensive policy framework for pension finance was established, providing clear guidance for the insurance sector's involvement in the pension security system [2] - The implementation plan issued by the financial regulatory authority outlines 20 specific measures across six areas to enhance the insurance industry's role in pension security [2] - Policies aimed at boosting consumption have also been introduced, encouraging financial institutions to develop long-term pension products that meet consumer needs [2] Local Initiatives - Local governments are actively responding to national policies, with provinces like Anhui implementing measures to enhance the pension finance service system and support the aging population [3] - Research indicates that insurance institutions have invested over 300 billion in the health and pension industry, covering areas such as elderly community construction and health ecosystem development [3] Product Innovation - The insurance sector has accelerated the iteration of pension insurance products, creating a matrix of offerings that includes basic protection, supplementary pensions, and health services [4] - As of July 13, 2023, there are 1,060 personal pension-related products available, with insurance products accounting for 262, representing 24.7% of the total [4] - New products, such as China Life's pension annuity insurance, offer comprehensive coverage for various life stages, enhancing adaptability to consumer needs [4] Market Trends - The demand for annuity insurance is increasing as traditional funding arrangements struggle to meet retirement needs, making it a vital tool for wealth planning [5] - Innovative cross-industry products are emerging, such as TaiKang's member system designed for the "new retirement population," addressing diverse needs in travel and living [6] Community Development - Insurance companies are leveraging their resources to accelerate the establishment of elderly care communities, integrating financial products with service offerings [7] - At least 27 new elderly care communities have opened in the first half of the year, focusing on core urban areas and technological enhancements [7] - Companies like China Life and TaiKang are launching high-quality elderly care projects, emphasizing convenient locations and smart facilities [7][8] Strategic Shifts - The strategy for developing elderly care communities is shifting from a heavy asset model to a combination of light and heavy asset approaches [8] - Despite significant progress in the pension security system, challenges such as product homogenization and uneven regional development remain, necessitating further policy guidance and innovation [8]