China’s senior demographic is rapidly expanding, driving growth in the silver travel market. This market doesn’t just offer strong growth potential, but also significant spending power, longer stays, and off-season travel that makes tourism a more sustainable industry with greater benefits to destination communities.
Tourism New Zealand wanted to launch a campaign specifically targeting China’s silver travel market, but first they wanted to see research on this market’s size, potential, and specific interest in traveling to New Zealand.
Officially launched on 5 March 2026, Tourism New Zealand’s silver traveler marketing campaign for China is designed specifically for the 50+ demographic, speaking directly to their interests – wellness, nature, comfort, and immersive experiences – using familiar platforms, trusted voices, and inspiring stories that resonate with Chinese travelers and their families.
The campaign is guided by research on China’s silver travel market conducted by Dragon Trail International on behalf of Tourism New Zealand, and it engages Chinese consumers and the travel trade through an ongoing photography and video competition, among other outreach activities.
At the campaign launch event in Shanghai and through B2B channels, Tourism New Zealand shared fresh insights on the silver travel market with Chinese travel trade partners, to help them better understand how to reach this market and successfully position New Zealand as a potential travel destination.
In January 2026, Dragon Trail Research and Tourism New Zealand met with a group of 34 Chinese silver travelers in Shanghai, recruited in cooperation with Dongli Retirement Club, the largest organization in Shanghai specializing in serving middle-aged and elderly consumers. We used this offline session to conduct a survey of 10 questions about travel habits and preferences, as well as experience and expectations about travel to New Zealand.
We also conducted desktop research on China’s silver travel market, translating and synthesizing data from China’s National Bureau of Statistics and Ministry of Culture and Tourism, the United Nations, Tongcheng Travel, and previous Dragon Trail research reports. In February 2026, we delivered a 24-page report to Tourism New Zealand including this data, the results of the offline survey, and several case studies of national tourism boards’ campaigns to target China’s senior segment. This report then informed Tourism New Zealand’s strategy, and their Chinese travel trade outreach the following month.
Tourism New Zealand shared the research findings with the Chinese travel trade in Shanghai at the launch event for the tourism board’s 2026 silver traveler campaign
Key findings from the research include:
• When joining a tour group for outbound travel, survey respondents said they were most interested in enjoying natural scenery (100%), tasting local cuisine (93%), and experiencing local history and culture (80%). The unique and pristine natural beauty is also the primary reason New Zealand attracted the respondents who have visited it and the aspect that left the deepest impression on them.
• Offline and online channels were equally important for Chinese silver travelers, with travel agency stores, word-of-mouth from friends and family, WeChat, and travel platforms such as Ctrip being the most influential channels. Notably, WeChat and WeChat Channels were much more influential within this older demographic than newer and trendier platforms like RedNote and Douyin.
• Looking into the future, Chinese silver travelers are eager to explore more nature and adventure in New Zealand, spend time exploring more destinations on both the South and North Islands, and experience the life of locals. Respondents who have visited New Zealand expect more group-exclusive facilities, more Chinese-language services, and more interactive experiences. For those who have not visited, providing better value for money and more suitable travel products, and familiarizing them with the destination could drive their intention to visit.
The wonderful partners we work with
Sign up for our free newsletter to keep up to date on our latest news
We do not share your details with any third parties. View our privacy policy.
This website or its third party tools use cookies, which are necessary to its functioning and required to achieve the purposes illustrated in the cookie policy. If you want to know more or withdraw your consent to all or some of the cookies, please refer to the cookie policy. By closing this banner, scrolling this page, clicking a link or continuing to browse otherwise, you agree to the use of cookies.