The regular excursions undertaken by 77-year-old Lu and his family to Pan’an County exemplify a burgeoning trend in health tourism. Their frequent visits are not merely for acquiring Traditional Chinese Medicine (TCM) supplies but also for engaging in revitalizing wellness experiences. This pattern underscores the increasing appeal of TCM-focused patient travel, particularly among an aging demographic seeking holistic health solutions and immersive cultural engagement, signaling Pan’an’s emergence as a significant healthcare destination.

Pan’an’s Natural Advantage: A Foundation for Health Tourism

Pan’an, nestled within the mountainous terrain of east China’s Zhejiang Province, possesses an exceptional ecological endowment. Its dense forests and ample rainfall create an optimal environment for cultivating a diverse array of medicinal herbs. This natural advantage has profoundly shaped the local economy, with a significant portion—one in three—of its residents actively engaged in the herbal medicine industry. From an industry perspective, this high concentration of expertise and resources positions Pan’an as a unique healthcare destination, fostering a rich ecosystem for wellness tourism and potentially attracting international patients seeking specialized TCM treatments.

Commercial Innovation Driving Wellness Tourism Growth

Recognizing the expanding opportunities within the travel sector, local TCM enterprises are strategically opening their facilities to tourists, transforming production sites into immersive wellness tourism experiences. For instance, Fangzheng Rare Medicinal Materials Development Co., Ltd. operates a renowned planting base where over 200 varieties of Chinese medicinal herbs flourish. This location has become a prominent attraction for those interested in authentic TCM practices and a key component of Pan’an’s health tourism offering.

“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,” stated Zheng Fangzheng, general manager of Fangzheng Rare Medicinal Materials Development Co., Ltd.

Similarly, Da Sheng Pharmaceutical Co., Ltd. has embraced industrial tourism, providing visitors with engaging insights into its production processes. This innovative approach has yielded impressive results, with the company welcoming more than 100,000 tourist visits in the past year alone. This demonstrates the strong demand for experiential health tourism and the potential for cross-border healthcare models.

“The majority of these tourists are retirees with a slower pace of life, ample leisure time, and a keen interest in TCM culture,” explained Cao Jian, general manager of Da Sheng Pharmaceutical. “This demographic insight is critical for any healthcare destination looking to attract patient travel focused on wellness.”

Integrating Clinical Care with Wellness Offerings

Local healthcare providers are also strategically adapting to this surge in demand for integrated wellness solutions. Pan’an Hospital of Traditional Chinese Medicine, for example, has seamlessly incorporated TCM therapies into its standard daily patient care. This integration offers a compelling model for global healthcare providers exploring holistic approaches and enhancing the quality of care.

“In Pan’an, wellness and travel go hand in hand,” affirmed Chen Yong, executive vice president of Pan’an Hospital of Traditional Chinese Medicine, emphasizing the hospital’s commitment to blended care.

The efficacy of this integrated approach is evident in the hospital’s performance. Last year, the institution reported a remarkable 62 percent year-on-year increase in the number of patients receiving combined medical and elderly care services alongside specialized TCM treatments. This surge highlights a growing preference for comprehensive, patient-centered care that extends beyond conventional medical interventions, positioning Pan’an as a forward-thinking healthcare destination in the realm of international patient care.

The “Silver Economy” Imperative: Demographics Driving Demand

The burgeoning interest in wellness travel within Pan’an coincides with China’s accelerating demographic shift towards an older population. With over 320 million individuals aged 60 and above, China is home to a substantial and rapidly expanding ‘new silver generation.’ This cohort, characterized by comparatively better health, higher educational attainment, and enhanced financial security, is actively seeking dignified, purposeful, and health-conscious ways to navigate their later years. This represents a significant market for specialized patient travel and international patient care services.

“Senior wellness is shifting from a necessity to an active lifestyle choice,” observed Xu Jiazeng, president of the Zhejiang Elderly Services Association. He further noted that “the change is poised to drive the integration of wellness with tourism, sports and rehabilitation.”

This transformation in consumer behavior is creating vast market opportunities, fueling the growth of what is increasingly known as the ‘silver economy.’ Current estimates place China’s silver economy at approximately 7 trillion yuan (equivalent to about 1 trillion U.S. dollars). Projections indicate an exponential expansion, with the sector expected to reach 30 trillion yuan by 2035, accounting for a significant 10 percent of the nation’s gross domestic product. This robust growth trajectory offers compelling insights for global healthcare providers and investors in health tourism.

Strategic National and Local Support for the Health Tourism Sector

Government bodies are actively providing policy and strategic support to catalyze this sector’s development. China’s 15th Five-Year Plan, spanning from 2026 to 2030, explicitly prioritizes the advancement of the silver economy. This national directive underscores a commitment to enriching the availability of age-friendly products and senior care services, while also nurturing leading enterprises and establishing renowned brands within this burgeoning economic segment. Furthermore, the general office of China’s State Council issued comprehensive guidelines last year, aimed at elevating the quality of TCM practices and fostering the high-quality development of the entire TCM industry. Such top-down support is crucial for building a sustainable healthcare destination with robust international patient care capabilities.

“Pan’an is transforming its ecological strengths into development advantages by integrating TCM wellness with tourism, education and cuisine,” stated Zhang Honglin, director of the Traditional Chinese Medicine Industry Development and Promotion Center of Pan’an County. “This strategic alignment of natural resources with economic development is a model for regional health tourism initiatives.”

With a rich heritage of over 1,800 years in cultivating medicinal herbs, Pan’an’s TCM industry is a deeply ingrained and economically powerful force. In 2025, the industry’s output value reached an impressive 14.53 billion yuan, solidifying its role as a vital catalyst for local prosperity and a cornerstone of its health tourism appeal.

Pan’an’s Evolving Ecosystem: Expanding the Value Chain

To further capitalize on this expanding market, Pan’an County is strategically extending its industrial chain. This involves moving beyond raw herb cultivation to encompass value-added deep processing, leading to the innovation of diverse products such as specialized snacks, health-focused beverages, and unique personal care and beauty items infused with TCM principles. This diversification enhances the appeal of the healthcare destination and creates more opportunities for patient travel.

This culinary innovation is exemplified by professionals like Xu Yongmin, general manager of Shanjianglai (Pan’an) Medicinal Cuisine Technology Co., Ltd. With over three decades of culinary expertise, Xu specializes in transforming potent medicinal herbs into palatable and nutritious dishes.

“My specialty is turning bitter medicinal herbs into delicious, nutritious cuisine,” shared Xu Yongmin.

He further elaborated that his company is diligently developing menus that cater to varying consumer groups, seasonal demands, and specific health requirements, showcasing a personalized approach to wellness tourism.

A similar innovative spirit is shared by Liu Huan, chairman of a local bubble tea shop. Observing the widespread popularity of bubble tea alongside an increasing public focus on wellness, Liu identified a unique market niche.

“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,” explained Liu.

Since 2023, her dedicated team has been collaborating with the Pan’an Hospital of Traditional Chinese Medicine to craft beverages rooted in TCM wellness philosophies. This partnership has proven highly successful, with approximately two new drinks introduced monthly and daily sales averaging around 300 cups. This initiative demonstrates creative approaches to integrating traditional health concepts into modern consumer trends, enhancing Pan’an’s reputation as a dynamic healthcare destination.

Expert Perspectives and Future Outlook for Medical Tourism

Looking ahead, expert recommendations emphasize the importance of tailored experiences and leveraging local assets to further enhance Pan’an’s standing as a premier health tourism hub. Wu Yueguo, a distinguished professor at Hangzhou Medical College, offers valuable insights for the continued development of the wellness tourism industry, particularly concerning cross-border healthcare:

  • Developing personalized wellness plans meticulously crafted to align with visitors’ individual health profiles. This enhances the quality of care and patient satisfaction for all forms of patient travel.
  • Optimizing the utilization of Pan’an’s exceptional natural environment and its abundant supply of high-quality medicinal herbs to create unique, authentic experiences for international patients and domestic visitors alike.

Bottom Line

Pan’an County’s strategic integration of Traditional Chinese Medicine with comprehensive wellness tourism offers a compelling case study for global healthcare destinations. By harmonizing its rich ecological heritage, innovative commercial ventures, robust hospital services, and strong governmental support, Pan’an is effectively addressing the burgeoning demands of China’s ‘silver economy.’ This holistic approach not only cultivates a thriving local industry but also sets a precedent for how regions can transform cultural and natural assets into leading centers for health tourism and international patient care, driving significant patient travel and enhancing the overall quality of care available.

The news signal for this article was referred from: http://www.china.org.cn/2026-04/01/content_118413116.shtml