As the pace of population ageing accelerates, wellness tourism is increasingly emerging as a key driver of growth in the silver economy. Against this backdrop, the “2026 High-Level Forum on Greater Bay Area Tourism Development: Vitalising Silver Economy with Wellness Tourism”, jointly organised by the Macao University of Tourism (UTM) and the China Tourism Academy (Data Centre of the Ministry of Culture and Tourism), was held on April 10, 2026, during the 14th Macao International Travel (Industry) Expo. The forum brought together experts from academia, industry, and government to engage in in-depth discussions on development trends in wellness tourism, industry integration, and talent cultivation. Participants jointly emphasised that higher education institutions will play a pivotal role in advancing high-quality development of the sector.
The Integration of Health Management and Tourism Requires Further Deepening
Professor Wang Peiyu, former Associate Dean of the School of Public Health at Peking University and currently a professor at Guangzhou College of Commerce, highlighted from a public health perspective the significant role of wellness tourism in addressing the challenges of an ageing society. He noted that wellness tourism not only enhances the health standards and quality of life of middle‑aged and elderly populations, but also helps alleviate the national healthcare burden. In his view, promoting “healthy ageing” has become a key development objective for China, and wellness tourism serves as an important vehicle linking health management with lifestyle choices. By integrating health interventions into travel experiences, it can improve the health conditions of individuals with chronic diseases, thereby easing long‑term pressure on the healthcare system.
However, Professor Wang also pointed out that although the Greater Bay Area has a solid foundation in both healthcare and tourism, deeper integration between the two sectors is still needed. Moving forward, greater efforts should be made to connect resources and foster cross‑sector collaboration. In terms of talent development, he emphasised that future professionals must possess interdisciplinary expertise in both health management and tourism management.
The Wellness Tourism Market Undergoes Structural Shifts from Seniors to Younger Generations
Ms. Liang Liqing, Chief Financial Officer of Hengqin Zhenlin Wellness Management Services Co., Ltd., analysed the market potential of wellness tourism from a corporate operations perspective. She noted that the target demographic of wellness tourism is no longer confined to the elderly, but now spans a broad age range from individuals in their twenties to those in their seventies and eighties. With rising health awareness, younger and middle‑aged groups are gradually entering the market, further expanding the industry’s growth potential.
Discussing industry operations, Ms. Liang emphasised that the wellness sector is characterised by a long development cycle and relies heavily on sustained operations. Its long‑term success depends on service capabilities and management standards. Compared with traditional tourism or real estate projects, wellness tourism places greater emphasis on long‑term value creation. Regarding industry‑academia collaboration, she pointed out that the talent requirements of the wellness tourism sector have evolved beyond traditional tourism skills, calling instead for interdisciplinary expertise that integrates knowledge of health, management, and related fields.
Advancing Professional Talent Development in Parallel with Standards Development
Ms. Cai Tao, Vice President and Secretary General of the Guangdong Tourism Association, provided a systematic analysis of the development of wellness tourism from an industry perspective. She noted that wellness tourism in the Greater Bay Area is currently in a phase of rapid growth and is gradually moving toward greater standardisation. In her view, the key to advancing the silver economy lies in multi‑faceted coordination, including well‑developed wellness facilities, age‑friendly products, safe and convenient transportation, and professional service personnel. She also observed that elderly travellers place greater emphasis on health security, comfort, and convenience during their journeys. Regarding enhancing industry standards, Ms. Cai stressed that establishing unified service standards covering accommodation, catering, healthcare, and tourism activities is essential to promoting high‑quality development.
She further emphasised that strengthening professional training and fostering industry exchanges are equally indispensable. On regional cooperation, Ms. Cai pointed out that integrating Macao’s cultural resources with Guangdong’s natural and ecological advantages could help create more distinctive wellness tourism products and further enhance the overall competitiveness of the Greater Bay Area. She also affirmed the vital role of higher education institutions, noting that tourism education providers play a crucial part in talent cultivation and industry alignment.
Opportunities and Challenges in the Context of Cross‑Border Integration
Mr. Zhai Ming, Deputy Director of the Zhuhai Municipal Bureau of Culture, Radio, Television, Tourism and Sports, shared Zhuhai’s practical experience in promoting the integration of wellness tourism and the silver economy from a public governance perspective. He noted that Zhuhai possesses multiple advantages in ecology, geographic location, and cultural resources. It serves as an important gateway linking Hong Kong, Macao, and Mainland China, as well as a key showcase for China’s coastal wellness tourism. In terms of specific initiatives, Zhuhai is advancing the transformation of public cultural services by creating a “15‑minute cultural and wellness circle”, enabling seniors to conveniently access cultural and wellness resources in their daily lives and facilitating their transition from “observers” to “active participants”. At the same time, he acknowledged that cross‑border development continues to face several challenges, including differences in service standards, insufficient information connectivity, and a shortage of professional talent.
He emphasised that interdisciplinary professionals who understand wellness services, cultural experience planning, and are capable of serving cross‑border elderly populations remain in short supply. In this regard, Mr. Zhai expressed his expectation of strengthening collaboration with higher education institutions such as UTM, promoting joint curriculum development, think tank research, and industry‑education integration to provide stronger support for policy formulation and industrial development.
In reviewing the forum discussions, participating guests unanimously agreed that, as a key driver of the silver economy, the development of wellness tourism hinges on “integration”. This integration extends beyond the convergence of tourism and healthcare to encompass deeper collaboration across regions, industries, and academic disciplines. In this process, higher education institutions are expected to play both bridging and leading roles. Through the organic integration of research and innovation, talent cultivation, and industry collaboration, UTM is actively responding to industry needs by fostering interdisciplinary professionals and supporting the high‑quality development of wellness tourism in the Greater Bay Area. Looking ahead, with coordinated efforts from all stakeholders, the Guangdong‑Hong Kong‑Macao Greater Bay Area is poised to assume a prominent position in the global wellness tourism landscape and to serve as a model for promoting active ageing and high‑quality living.