The spring tide surges as we embark on a new journey, and silver-haired tourism writes a magnificent chapter! On February 27, the 2026 Innovation and Development Conference for Silver-Haired Tourism and Integrated Industry Exhibition for Global Ecology, hosted by Enjoy Better Group, kicked off successfully. Feng Shu, Chief Meteorological Host of China, and Huang Wei, a renowned former host of China Central Television, co-hosted the event as distinguished guests, adding luster to the opening ceremony. With the core theme of “New Silver-Haired Generation, New Tourism, New Value”, the conference gathered more than 1,000 participants who conducted in-depth discussions on key topics such as the innovation of silver-haired tourism products and the upgrading of age-friendly services, promoting the in-depth integration of multiple business formats including “tourism + health and wellness + agriculture + culture”.
Xiao Junfang, Founder and Chairman of Enjoy Better Group, attended the conference and delivered a keynote speech titled Trillion-Yuan Opportunities in Silver-Haired Tourism and Enjoy Better’s Practices. He conducted an in-depth analysis of the new opportunities and paths in the silver-haired tourism economy, shared the mature experience and future plans of Enjoy Better Group in deepening its layout in silver-haired tourism, and provided practical and actionable guidance for the development of the industry.
The Trillion-Yuan Blue Ocean Unfolds:
Silver-Haired Tourism Enters a Golden Era of Development
At present, China’s silver-haired economy has stepped into a golden development period. The population aged 60 and above has reached 323 million, with a continuous rise in consumption willingness and capacity, making silver-haired tourism a core track of silver-haired consumption. The new silver-haired group’s demand for tourism experiences has shifted from “sightseeing-oriented” to “quality-oriented”, with a greater pursuit of in-depth experiences, health protection and a sense of cultural belonging.
During the conference, industry luminaries including Zongde Deng, Honorary President of the Cultural and Tourism Innovation Working Committee of the China Council for the Promotion of Chinese Culture and former Director of the General Department of the Ministry of Culture and Tourism, Gang Chen, Standing Vice Chairman of the China Council for the Promotion of Chinese Culture, and Xiang Gao, President of the Cultural and Tourism Innovation Working Committee of the China Council for the Promotion of Chinese Culture, as well as corporate leaders such as Yaohua Xiong, Vice President of Yichang Jiaoyun Yangtze Cruise Co., Ltd., and Jun Wang, Vice President of Xiaoyao Group, jointly interpreted the era opportunities and policy orientation for the integrated development of silver-haired tourism. The discussions focused on three main chapters: the standardization and IP building of silver-haired tourism products, the traceability of agriculture-culture-tourism integration, and the traceability of industrial tourism. These discussions provided new ideas for the integrated development of silver-haired tourism and created high-quality consumption and experience scenarios for the silver-haired group.
From Pain Points to Breakthroughs:
Chain Leader Empowers New Industrial Development
Addressing the current pain points in the development of the silver-haired tourism industry, Xiao Junfang, Chairman of Enjoy Better Group, pointed out that the integration degree of the current tourism industry is relatively low; the marketing side mostly relies on “gimmicks” to attract attention, lacking services and content with substantial value; the project side is generally “concept-first”, with a disconnect between implementation and actual experience.
As the “No.1 Brand of Health Services for Chinese Silver-Haired Users” and the “10-Billion-Yuan Chain Leader in the Silver-Haired Economy” cultivated and developed under government contracts, Enjoy Better Group has been deeply rooted in the silver-haired sector for 18 years. It has built a complete industrial ecosystem for the silver-haired group covering “commodities – channels – services – technology”, spanning ten major areas including clothing, food, accommodation, transportation, daily necessities, health care, wellness, culture, tourism and services, and has served a total of more than 26 million member families.
Based on the “high-quality” tourism demand of the silver-haired group, Enjoy Better Group has created the exclusive brand “Dream Better Tourism”, and elaborately developed more than ten high-quality domestic and international travel routes covering characteristic themes such as desert study tours and grassland experiences. These routes balance travel comfort and experience fun, enabling the silver-haired group to achieve the dual satisfaction of health protection and spiritual pleasure during their trips. Meanwhile, Enjoy Better Group has successful implemented cases in the integration of agriculture-culture-tourism, traceability of industrial tourism, celebrity IP building, and government-cooperative scenic spots, which are in line with the concept of “New Silver-Haired Generation, New Tourism, New Value” advocated by the conference.
Taking this conference as an opportunity, Enjoy Better Group will follow the policy orientation, empower upstream and downstream partners in the industrial chain, create more characteristic services such as agriculture-culture-tourism integration, industrial tourism and silver-haired traceability that cater to the silver-haired group, lead the innovative development of the silver-haired tourism industry with the strength of a chain leader, and jointly build a better life for the silver-haired generation!