“灰发旅游”既是我国旅游业的一项空白,又是一个潜在旅游客源市场。如何开发老年旅游市场已成为我国旅游业发展中一个重要的研究课题。本文从分析老年旅游市场开发的可行性条件人手,探讨老年人的消费心理,提出开发符合我国国情和老龄群体特点的旅游产品和营销策略。 “Gray hair tourism ” is not only a blank of China’s tourism industry, but also a potential tourist source market. How to develop the elderly tourism market has become an important research topic in the development of China’s tourism industry. This article analyzes the feasibility conditions for the development of the elderly tourism market to explore the consumer psychology of the elderly and proposes the development of tourism products and marketing strategies in line with the characteristics of China’s national conditions and the aging population.