On October 6, the 35th Shanghai Tourism Festival wrapped up at the Shanghai Haichang Ocean Park, featuring a breathtaking closing performance that included a stunning mix of fireworks, a drone display, and a water curtain light show. This year, the festival attracted an impressive 38.77 million visitors, according to data from the Shanghai tourism sector, resulting in a hotel occupancy rate of 61%, a 2% increase from last year.
Total tourism consumption in Shanghai reached 92.41 billion yuan, marking a year-on-year growth of 4.23%. During the festival, promotional activities from major online platforms and leading businesses generated over 1.5 billion views. Additionally, around 142,000 media reports were created, and festival-related topics trended on mainstream platforms 24 times.
This year’s festival introduced a range of immersive, tech-enhanced experiences that captivated both international and domestic tourists. One of the standout projects, “Eternal Notre Dame,” part of the “China-France Cultural Tourism Year,” employed cutting-edge virtual reality technology, allowing visitors to explore the magnificent architecture and intricate details of the iconic cathedral. The “Ancient Shu Dream” light show at Zhang Garden took audiences on an enchanting journey through the mysteries of ancient Shu civilization, while “Awakening of Qin—An Immersive Exploration Experience” recreated the tomb environment of the Qin Dynasty through five thematic spaces. Other highlights included the “Infinite—XR Space Immersion Exhibition,” providing insights into life aboard a space station, and the interactive digital light drama “City of Light,” which showcased the historical evolution of Shanghai’s Nanjing Road.
The festival also introduced an “Urban Night” initiative to embrace the vibrant pace of city life. Major museums, galleries, and libraries participated with events like “Museum Wonderful Night” and “Art Night,” offering a series of high-quality nighttime activities.
This year, 25 floats from various regions paraded throughout the city, covering nearly 1,000 kilometers and showcasing iconic cultural sites such as Fengjing Ancient Town and the Shanghai Film Park. The inaugural Shanghai International Light and Shadow Festival set up 119 night-view spots across the city, illuminating over 1,100 significant buildings and contributing to a nearly 15% increase in nighttime spending.
The Shanghai Tourism Festival highlighted the city’s vibrant culture, enhanced quality of life, and diverse tourism offerings, successfully drawing global attention. By the end of September, Shanghai welcomed over 4 million inbound tourists this year, signaling a remarkable market recovery.
Throughout the festival, innovative and welcoming travel services solidified Shanghai’s position as China’s top destination for inbound tourism. Over 120 meticulously curated inbound tourism routes gave visitors a wide range of options, and the upgraded “Shanghai Pass” improved services at key entry points while increasing partner merchants to over 2,000.
Notably, an event titled “Perceiving Shanghai as Locals” was organized to promote inbound tourism, which hosted nine international travel influencers who shared their experiences in the city. The “Inbound Observer Appointment Program” assigned 16 group leaders from overseas performing arts troupes to document their Shanghai experiences on social media, inspiring many of their members to become enthusiastic advocates for the city.
Since the festival’s kickoff, foreign performers have shared over 1,200 accounts of their experiences in Shanghai, emphasizing keywords like convenience, hospitality, and rich culinary offerings. The festival also gained traction from endorsements by notable figures, including Shanghai actor Hu Ge, who lent his voice to a promotional video, and tennis stars who visited cultural exhibitions, elevating the profiles of “Dunhuang” and “Shanghai.”
Overall, the successful implementation of this year’s festival, which aimed to stimulate the city through cultural and tourism initiatives, further solidified Shanghai’s role in promoting a vibrant lifestyle, fostering economic growth, and encouraging cultural exchange on a global scale.
