The global healthcare landscape is witnessing a profound transformation, with an increasing emphasis on proactive wellness and specialized health tourism experiences. In China, this shift is particularly pronounced, driven by a rapidly aging population and a cultural reverence for Traditional Chinese Medicine (TCM). Pan’an County in Zhejiang Province stands out as a compelling case study, strategically integrating its rich TCM heritage with tourism to forge a vibrant new healthcare destination.

Pan’an’s Unique Proposition for Wellness Tourism

Pan’an’s allure as a wellness tourism hub is deeply rooted in its natural bounty and long-standing tradition. Situated within a mountainous expanse of east China’s Zhejiang Province, the region benefits from abundant rainfall and verdant forests, creating an optimal environment for cultivating medicinal herbs. This natural advantage has fostered a robust local industry, with a remarkable one-third of its residents engaged in the herbal medicine sector. The county’s history of cultivating medicinal herbs spans over 1,800 years, underpinning an industry that generated an output value of 14.53 billion yuan in 2025, solidifying its role as a critical economic engine.

For many, such as a 77-year-old tourist surnamed Lu, the appeal of Pan’an transcends mere product acquisition. Mr. Lu and his family undertake weekly excursions to Pan’an County, not solely for procuring traditional Chinese medicine but also to engage in rejuvenating, immersive health tourism experiences. This recurring pattern underscores a burgeoning trend, particularly among older demographics, where visits to herbal planting bases, historic villages, and traditional markets are combined with opportunities to sample medicinal cuisine, snacks, and beverages, offering a holistic immersion into traditional wellness culture.

Industry Leaders Driving Immersive Patient Travel

Local TCM enterprises are proactively embracing this surge in patient travel, strategically opening their facilities to visitors. The planting base of Fangzheng Rare Medicinal Materials Development Co., Ltd., for instance, cultivates over 200 distinct varieties of Chinese medicinal herbs and has evolved into a sought-after immersive site for TCM tourism.

Zheng Fangzheng, general manager of the company, observes the consistent flow of visitors, highlighting the demographic composition: “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.”

Similarly, Da Sheng Pharmaceutical Co., Ltd. is actively expanding its industrial tourism offerings, providing visitors with immersive experiences within its production areas. This strategic move has yielded significant engagement, with Cao Jian, general manager of Da Sheng Pharmaceutical, noting, “The majority of these tourists are retirees with a slower pace of life, ample leisure time, and a keen interest in TCM culture.” Last year alone, the company welcomed more than 100,000 tourist visits, demonstrating the substantial demand for such integrated experiences.

Integrating Healthcare and Hospitality: A Model for Quality of Care

The cross-border healthcare landscape, particularly within medical tourism, increasingly values integrated services. Pan’an’s local hospitals are keenly aware of this escalating demand, adapting their services to cater to the convergence of wellness and medical care.

Chen Yong, executive vice president of Pan’an Hospital of Traditional Chinese Medicine, articulates this synergy, stating, “In Pan’an, wellness and travel go hand in hand.” He further explains that the hospital has successfully woven TCM therapies into its routine care protocols. This integrated approach has translated into tangible growth, with the hospital reporting a remarkable 62 percent year-on-year increase in patients receiving combined medical and elderly care services alongside TCM treatments last year. This demonstrates a clear move towards enhancing the quality of care available to visitors.

The Silver Economy: A Global Healthcare Imperative

This burgeoning wellness travel phenomenon in China is inextricably linked to the nation’s rapid demographic shift towards an older population. With over 320 million individuals aged 60 and above, China is home to a significant and growing “new silver generation.” This demographic segment is characterized by better health, higher education levels, and increased financial security, driving a demand for innovative ways to age gracefully, purposefully, and in good health. From an industry perspective, this represents a monumental opportunity for global healthcare providers and medical tourism operators.

Xu Jiazeng, president of the Zhejiang Elderly Services Association, emphasizes this cultural evolution, stating, “Senior wellness is shifting from a necessity to an active lifestyle choice.” He further anticipates that this attitudinal change will catalyze the integration of wellness with tourism, sports, and rehabilitation services, creating multifaceted opportunities for international patient care development.

Projections underscore the vast market potential of the silver economy. A recent report estimates China’s current silver economy at approximately 7 trillion yuan (roughly 1 trillion U.S. dollars). By 2035, this figure is projected to skyrocket to 30 trillion yuan, constituting 10 percent of the country’s gross domestic product. This robust growth trajectory signals a fertile ground for investment and innovation in specialized healthcare destination services.

Policy Support and Strategic Development for International Patient Care

Government authorities are actively supporting the development of this sector, recognizing its strategic importance. China’s 15th Five-Year Plan (2026-2030) explicitly prioritizes the growth of the silver economy. This policy framework is designed to enrich the availability of age-friendly products and senior care services, while also fostering the emergence of leading enterprises and recognized brands within the silver economy. Such top-down support is crucial for establishing the infrastructure and standards necessary for a robust medical tourism sector.

Furthermore, the general office of China’s State Council issued guidelines last year aimed at elevating the quality of TCM and promoting the high-quality advancement of the TCM industry. These directives provide a clear strategic roadmap for regions like Pan’an to solidify their position as premier healthcare destination options.

Zhang Honglin, director of the Traditional Chinese Medicine Industry Development and Promotion Center of Pan’an County, confirms this strategic alignment: “Pan’an is transforming its ecological strengths into development advantages by integrating TCM wellness with tourism, education and cuisine.” This holistic approach is instrumental in building a sustainable health tourism ecosystem.

Innovating the Value Chain: Beyond Traditional Herbs

To capture a broader market segment and enhance its appeal, Pan’an County is strategically extending its industrial chain. This involves moving beyond raw herb cultivation to value-added deep processing and the creation of innovative products, including specialized snacks, health-focused beverages, and personal care and beauty items. This diversification strategy is critical for any aspiring international patient care hub.

Xu Yongmin, general manager of Shanjianglai (Pan’an) Medicinal Cuisine Technology Co., Ltd., a culinary expert with over three decades of experience, highlights this innovation: “My specialty is turning bitter medicinal herbs into delicious, nutritious cuisine.” He also mentions their ongoing efforts to develop menus meticulously tailored to specific consumer groups, seasonal availability, and distinct health requirements, showcasing a personalized approach to wellness tourism.

Liu Huan, chairman of a bubble tea shop, shares a similar forward-thinking vision. Observing the widespread popularity of bubble tea alongside an escalating focus on wellness, Liu identified a market gap. “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 explains. Since 2023, her team has collaborated with the Pan’an Hospital of Traditional Chinese Medicine to formulate beverages grounded in TCM wellness philosophies. “We launch about two new drinks each month and sell around 300 cups a day,” she adds, demonstrating the commercial viability of such innovative fusions.

Strategic Recommendations for Future Growth in Patient Travel

For the continued evolution and expansion of the wellness tourism industry, expert insights provide valuable direction. Wu Yueguo, a distinguished professor at Hangzhou Medical College, advocates for several key strategies:

  1. Personalized Wellness Plans: Developing customized wellness programs that are meticulously crafted based on visitors’ individual health profiles and needs. This elevates the quality of care and enhances the patient travel experience.
  2. Leveraging Natural Assets: Making more effective and innovative use of the region’s pristine natural environment and its high-quality medicinal herbs. This reinforces Pan’an’s unique selling proposition as a healthcare destination.
  3. Digital Integration: While not explicitly mentioned in the original text, from an industry perspective, incorporating digital health tools for pre-trip assessments, post-trip follow-ups, and virtual consultations could significantly enhance the international patient care experience.
  4. Global Outreach: Strategically marketing Pan’an’s unique offerings to international patients to transition from a strong domestic health tourism base to a recognized cross-border healthcare provider.

Bottom Line

Pan’an County exemplifies a forward-thinking approach to medical tourism and wellness tourism by seamlessly integrating its rich TCM heritage, natural resources, and local industry with evolving consumer demands. Its strategic focus on the “silver economy,” coupled with supportive government policies and innovative product development, positions Pan’an as a blueprint for other regions seeking to capitalize on the burgeoning health tourism market. As patient travel continues its global ascent, Pan’an’s model for comprehensive, integrated international patient care experiences, rooted in centuries of tradition yet embracing modern innovation, offers valuable insights for the broader global healthcare industry.

The news signal for this article was referred from: http://english.scio.gov.cn/m/chinavoices/2026-04/01/content_118413517.html