HANGZHOU, March 31 (Xinhua) -- Almost every week, a 77-year-old tourist surnamed Lu and his family would take a short trip to the nearby Pan'an County, not only to stock up on traditional Chinese medicine (TCM) but also to recharge through immersive wellness tours.

Lu's routine reflects the growing popularity of TCM tourism in Pan'an, especially among the elderly. By combining visits to herbal planting bases, ancient villages, and herbal markets, these tours offer travelers a taste of traditional wellness culture through sampling medicinal cuisine, snacks and drinks.

Located in a mountainous region of east China's Zhejiang Province, Pan'an boasts lush forests and abundant rainfall, making it an ideal place for herb cultivation. One in three local residents works in the herbal medicine industry.

Local TCM enterprises are opening their doors to tourists to cash in on the travel boom. The planting base of Fangzheng Rare Medicinal Materials Development Co., Ltd., where over 200 varieties of Chinese medicinal herbs are grown, has become a popular immersive destination for TCM tourism.

"Visitors come almost every day. Some come with tour groups, while others drive in with families. Many are elderly enthusiasts specifically seeking out such experiences," said Zheng Fangzheng, general manager of the company.

Da Sheng Pharmaceutical Co., Ltd. is also developing industrial tourism, offering immersive experiences in its production area.

Last year, the company received more than 100,000 tourist visits. "The majority of these tourists are retirees with a slower pace of life, ample leisure time, and a keen interest in TCM culture," said Cao Jian, general manager of Da Sheng Pharmaceutical.

Local hospitals are also capitalizing on the surging demand.

"In Pan'an, wellness and travel go hand in hand," said Chen Yong, executive vice president of Pan'an Hospital of Traditional Chinese Medicine, noting that the hospital has integrated TCM therapies into its daily care.

Last year, the hospital recorded a 62 percent year-on-year surge in the number of patients receiving integrated medical and elderly care combined with TCM services.

The wellness travel boom comes as China's population is aging rapidly. China is home to over 320 million people aged 60 and above, and the "new silver generation" -- relatively healthy, better educated, and more financially secure -- is seeking new ways to grow old with dignity, purpose, and good health.

"Senior wellness is shifting from a necessity to an active lifestyle choice," said Xu Jiazeng, president of the Zhejiang Elderly Services Association, noting that the change is poised to drive the integration of wellness with tourism, sports and rehabilitation.

The vast market opportunities are expected to spur growth in the silver economy. A report estimates that China's silver economy is currently worth about 7 trillion yuan (about 1 trillion U.S. dollars). By 2035, it is projected to reach 30 trillion yuan, accounting for 10 percent of the country's gross domestic product.

Authorities have also moved to support the sector. China's 15th Five-Year Plan (2026-2030) emphasizes the development of the silver economy. Efforts will be made to enrich the supply of age-friendly products and senior care services, and cultivate leading enterprises and renowned brands in the silver economy.

The general office of China's State Council released guidelines last year to improve the quality of TCM and advance the high-quality development of the TCM industry.

"Pan'an is transforming its ecological strengths into development advantages by integrating TCM wellness with tourism, education and cuisine," said Zhang Honglin, director of the Traditional Chinese Medicine Industry Development and Promotion Center of Pan'an County.

Pan'an has a history of over 1,800 years of cultivating medicinal herbs. With an output value of 14.53 billion yuan in 2025, the industry has become a vital engine for local prosperity.

To capture the market, the county is extending its industrial chain through value-added deep processing and innovating snacks, beverages, and personal care and beauty products.

"My specialty is turning bitter medicinal herbs into delicious, nutritious cuisine," said Xu Yongmin, general manager of Shanjianglai (Pan'an) Medicinal Cuisine Technology Co., Ltd., with over 30 years of culinary experience.

Xu added that they are developing menus tailored to different consumer groups, seasons and health needs.

Liu Huan, chairman of a bubble tea shop, shares a similar vision. "We noticed the bubble tea craze and the rising focus on wellness, yet no one in Pan'an had thought to combine local quality herbs with milk tea," Liu said.

Since 2023, her team has been working with the Pan'an Hospital of Traditional Chinese Medicine to create beverages based on TCM wellness philosophies. "We launch about two new drinks each month and sell around 300 cups a day."

Regarding the further development of the wellness tourism industry, Wu Yueguo, a professor at Hangzhou Medical College, suggests offering personalized wellness plans based on visitors' health and making better use of the region's natural environment and high-quality herbs.