To cash in on this fast-growing market, many regions offer services tailored to older travelers, ranging from age-friendly accommodations and traditional wellness treatments to activities that help newcomers build social connections.

　　In Shexian County, at the foot of Mount Huangshan and within easy reach of major eastern cities such as Shanghai and Hangzhou, local authorities have developed eight wellness-themed guesthouses, said Xu Yuhong, deputy director of the county's health commission. These guesthouses received 13,300 guests from January to July this year, he said.

　　Wu Zenghe is one of the guesthouse managers. He converted three traditional Huizhou-style buildings into a guesthouse catering to older travelers.

　　"People who travel after retirement are more interested in in-depth experiences than in simply rushing from one tourist attraction to another," Wu said.

　　His guesthouse features specially designed doors and windows to block noise and light, as well as herbal sachets intended to aid sleep. It also offers an artificial intelligence-powered health consultation device, acupuncture, moxibustion and medicinal baths.

　　So far this year, it has welcomed several thousand older visitors from across China, including hundreds who stayed for more than a week.

　　In Yunnan Province in southwest China, some markets have been renovated to better accommodate older people, while eligible visitors can receive discounts at tourist attractions and use public services such as universities for older adults. In Heilongjiang Province in northeast China, localities are exploring cross-border extended-stay and wellness initiatives for older visitors.

　　At the same time, as older travelers spend weeks or months away from home, many want a stable social network and a sense of belonging.