Silver-haired consumers in China are seeking more than just sightseeing when they travel. They are also looking for enriching experiences that combine travel, learning and interactions, industry insiders and experts said.

Data released by Trip.com, a popular travel portal, showed that reservations on the platform last year by users age 61 to 65 surged 58 percent compared with 2023.

Among tourism products, those integrating learning activities with sightseeing have been increasingly popular among silver-haired consumers and meet their wider travel demands, Bai Wenxi, vice-chairman of the China Enterprise Capital Union, said in a China City News report.

Combining sightseeing with learning not only suits the pace of life of older people, but also enhances their participation in group activities.

"It is a good way to improve their physical and mental health," he told the paper.

Hong Tao, deputy head of the China Consumer Economics Society, said in the report that silver-haired study tours and programs are conducive to boosting consumption among senior citizens and contribute to their quality of life and value to society.

Hong Yong, who is from a think tank on digital technology and finance, told the paper: "This also means the tourism market is becoming more refined and specialized, showing that seniors value quality of life more, and prefer experiential travel over just traditional sightseeing of popular landmarks and attractions."

Schools for senior citizens across the country have organized overseas study tours to offer more opportunities for them to explore the world and have exchanges with foreign peers.

For instance, a college for seniors in Xiangyang, Hubei province, took a number of students to Thailand last year on a six-day study tour.

During the trip, they visited scenic spots, including temples and beaches, but also had Thai language lessons, made handicrafts, and engaged in cultural exchanges with local residents, according to Hubei Daily.

The college said that it will organize more such tours and take advantage of international tourism resources to help senior students expand their horizons and learn something new, the daily newspaper added.

While praising the pivotal role played by silver-haired consumers in energizing the tourism market, experts said that there is still much work to do in developing tourism products for this demographic.

"It's essential to ensure the safety and comfort of tourism products, taking into account the physical conditions and special needs of elderly travelers," Hong Yong noted, underscoring the importance of medical services and emergency rescue measures for older travelers.

Bai suggested that the country give seniors easier access to tourism bookings online in order to help narrow the digital gap, and encouraged enterprises to provide more user-friendly apps for older people.