Objective: To understand the cognition and demand of elderly people in Guilin for traditional Chinese medicine health and its influencing factors, and to propose relevant health management measures, take measures to improve the health of the population, and promote the sustainable development of the traditional Chinese medicine health industry. Method: A self-designed questionnaire was used to conduct an on-site survey of 261 elderly people in Guilin Xiyanghong Elderly Care Center from March to April 2023, with the elderly as the research subjects. Result: (1) The elderly in Guilin have a low level of understanding of traditional Chinese medicine for health and wellness; (2) Elderly people with chronic diseases have a higher demand for traditional Chinese medicine for health and wellness; (3) Educational background, marital status, and number of children are the influencing factors of TCM health and wellness cognition, with marital status having the greatest impact on TCM health and wellness cognition; (4) Age, educational background, chronic disease status, and source of medical expenses are the influencing factors of the demand for traditional Chinese medicine health and wellness, with educational background having the greatest impact on the demand for traditional Chinese medicine health and wellness. Conclusion: (1) Elderly people have insufficient awareness of traditional Chinese medicine for health and wellness, and it is necessary to strengthen health education and promote health concepts. (2) The elderly and chronic patients are the population that needs to be focused on in the future development of the health industry. Traditional Chinese medicine therapy has significant advantages in the prevention and treatment of chronic diseases, which can improve the management technology of traditional Chinese medicine for chronic diseases and provide targeted diagnosis and treatment plans to meet the health needs of the people.